Abstract
In an age of readily available technologies and rapidly expanding communication, opportunities for cross-cultural relationships and business practices have extended from the primarily wealthy and powerful to those on a more global scale. As a result of these advancements, a need for specialized knowledge in visual and media literacy has arisen; one that requires not only an understanding of why but how we communicate to societies different than our own. One major area significantly affected by this transformation is the field of graphic design, where practitioners now find themselves in the position to work with international clientele and design for global audiences. As a result, rebuilding and modernizing this practice to fit the needs of a specialized—yet pivotal—industry has become a necessity; a transformation that must begin in the classroom. This chapter aims to explain how a variety of cultural variances affect the major components of visual literacy and communication, while also providing examples of curricular content, pedagogical methods, and student projects which may be used as a basis for integrating cultural studies into graphic design education.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Chao, L., & McKay, B. (2007, September 12). Pepsi steps into Coke realm: Red, China. The Wall Street Journal. http://online.wsj.com/public/article_print/SB118953841749624079Accessed 4 Dec 2009
China Daily. (2005, June 23). McDonald’s ad banned due to insulting plot. China Daily. http://www.chinadaily.com.cn/english/doc/2005-06/23/content_453733.htm
De Mooij, M. (2004). Consumer behavior and culture: Consequences for global marketing and advertising. Thousand Oaks: Sage Publications, Inc.
Hofstede, G., & Hofstede, G. J. (2004). Cultures and Organizations: Software of the Mind. Columbus,OH: MacGraw-Hill.
Lizárraga, M. & Cwalina, S. (2012). Design and Process Notebook. Cultural Integration Posters Project: Mexico. Art 306: Graphic Design II. Tampa: The University of Tampa.
Masuda, T., Ellsworth, P. C., Mesquita, B., Leu, J., Tanida, S., & Van de Veerdonk, E. (2008). Placing the face in context: Cultural differences in the perception of facial emotion. Journal of Personality and Social Psychology, 94(3), 365–381.
McCarron, C. (2003). Expanding our field of vision: Globalization and the changing landscape of visual communications. Communication Arts, 45(1), 16–23.
Miller, A. R., Brown, J. M., & Cullen, C. D. (2000). Global graphics: Symbols: Designing with symbols for an international market. Gloucester: Rockport Publishers.
Morgan, J. & Welton, P. (1992). See what I mean: An introduction to visual communication (2nd ed)? New York: Bloomsbury USA.
Norenzayan, A., & Nisbett, R. E. (2000). Culture and causal cognition. Current Directions in Psychological Science, 9(4), 132–135.
Peterson, L. K., & Cullen, C. D. (2000). Global graphics: Color: Designing with color for an international market. Gloucester: Rockport Publishers.
Rosenberg, M. (2009a, April 14). Burger King ad angers ambassador. Reuters. http://www.reuters.com/article/2009/04/14/us-burgerking-idUSTRE53D48A20090414 Accessed 2 Apr 2013
Rosenberg, M. (2009b, April 14). Burger King to scrap ad after complaint by Mexico. Reuters. http://www.reuters.com/article/2009/04/14/mexico-burgerking-idUSN1444925920090414 Accessed 10 May 2014
Snow, N. (2002). Propaganda, Inc.: Selling America’s culture to the world (2nd ed.). New York: Seven Stories Press.
The Hofstede Center. (n.d.a). Indulgence versus Restraint. http://geert-ofstede.com/dimensions.htmlAccessed 10 May 2014
The Hofstede Center. (n.d.b). Country comparison chart. http://geert-hofstede.com/countries.htmlAccessed 10 May 2014
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Springer International Publishing Switzerland
About this chapter
Cite this chapter
Scherer, B. (2015). Visual Communication and Culture: Design Education for a Globalized World. In: Baylen, D., D'Alba, A. (eds) Essentials of Teaching and Integrating Visual and Media Literacy. Springer, Cham. https://doi.org/10.1007/978-3-319-05837-5_4
Download citation
DOI: https://doi.org/10.1007/978-3-319-05837-5_4
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-05836-8
Online ISBN: 978-3-319-05837-5
eBook Packages: Humanities, Social Sciences and LawEducation (R0)