GLOVISCOMDIFF
"Globalization, Visual Communication, Difference"
| Coordinatore | UNIVERSITY OF LEEDS
Organization address
address: WOODHOUSE LANE contact info |
| Nazionalità Coordinatore | United Kingdom [UK] |
| Totale costo | 100˙000 € |
| EC contributo | 100˙000 € |
| Programma | FP7-PEOPLE
Specific programme "People" implementing the Seventh Framework Programme of the European Community for research, technological development and demonstration activities (2007 to 2013) |
| Code Call | FP7-PEOPLE-2010-RG |
| Funding Scheme | MC-IRG |
| Anno di inizio | 2011 |
| Periodo (anno-mese-giorno) | 2011-04-01 - 2015-03-31 |
Partecipanti
| # | ||||
|---|---|---|---|---|
| 1 |
UNIVERSITY OF LEEDS
Organization address
address: WOODHOUSE LANE contact info |
UK (LEEDS) | coordinator | 100˙000.00 |
Mappa
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Obiettivo del progetto (Objective)
'In the humanities and social sciences, the rise of global capitalism has been associated with the increasing loss of difference in cultural production. Less attention has been given to how difference may be globally mobilized for symbolic and material profit. Due to the centrality of ‘design’ in the global economy, the study of visual communication industries and case studies provides a fertile and needed area of inquiry to advance the academic debate on homogenization and heterogenization in relation to cultural globalization. The proposed project will examine the significance and profitability of (social and cultural) difference, rather than sameness, in contemporary marketplaces of visual communication. Through an innovative combination of qualitative research methods, the project will: 1) identify key cases from across industries (e.g. branding, advertising, photography) and gather multiple data sources; 2) describe visual texts both syntactically and perceptually; 3) interpretively situate texts in their contexts of production, distribution and/or reception; 4) interrogate the practices of visual communication professionals; 5) critically examine the relationship between visual communication and globalization, and evaluate its linkages with power relations in contexts of advanced capitalism. The importance of this research lies in its ability to integrate the ‘micro’ perspective of textual/semiotic detail with the ‘macro’ perspective of cultural/social theory. The project will have a major impact on the state of the art by drawing attention to the cultural and economic importance of the work of visual communication professionals, who are increasingly responsible for the (re)production of social and cultural differences in everyday life. The proposed research will also enable an experienced early career researcher to transfer her work from the US to the EU, stimulate collaborative activities between the EU and the US, and develop EU-wide research partnerships.'
Introduzione (Teaser)
Visual communication is becoming less original and increasingly conveying generic meanings due to rapid globalisation and free enterprise. Researchers are looking at ways global visual communication texts integrate, mobilise, and use important features of social and cultural differences such as nationality, race, gender and class.
Descrizione progetto (Article)
Globalisation is central to the majority of production and distribution of visual communication. As a result, cultural and social differences are often made to fit into a global aesthetic to suit the needs of the capitalist marketplace. This has led to a decrease in bridging diverse visual disciplines and modes of creative practice.
The EU-funded 'Globalization, visual communication, difference' (GLOVISCOMDIFF) project is investigating key aspects of social and cultural diversity to stress the vital role of specific identities in global communication practices.
This novel method of drawing on the differences in global culture will reveal the various ways in which the visual may be used to convey diversity in the saturated market of today's communication.
The project team is examining visual homogeneity and heterogeneity in a variety of global communication texts and practices found in popular and consumer culture, photography, branding and public communication, amongst others.
Researchers are currently identifying case studies from communication industries with a strong visual component, including advertising, city and nation branding, corporate visual branding, lifestyle consumption goods, photography and store design.
Findings will underscore the cultural and economic value of the work of professionals such as designers, photographers and urban planners. They are increasingly responsible for producing cultural and social differences on a daily basis.
By tackling the theoretical, critical and empirical approaches to social or cultural difference and diversity, the project intends to contribute to visual communication knowledge on key processes of globalisation.