Differences in Visual Perception of European and Islamic Des ...

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  • Title: Differences in Visual Perception of European and Islamic Design Communication in the Twenty-first Century in the Context of Cultural and Religious Systems
  • Author(s): Ilze Loza, Aija Freimane
  • Publisher: Common Ground Research Networks
  • Collection: Common Ground Research Networks
  • Series: Design Principles & Practices
  • Journal Title: The International Journal of Design in Society
  • Keywords: Cultural Processes, Diversity, Gender, Culture, Globalism, Values, Identities
  • Volume: 13
  • Issue: 3
  • Year: 2019
  • ISSN: 2325-1328 (Print)
  • ISSN: 2325-1360 (Online)
  • DOI: https://doi.org/10.18848/2325-1328/CGP/v13i03/45-56
  • Citation: Loza, Ilze, and Aija Freimane. 2019. "Differences in Visual Perception of European and Islamic Design Communication in the Twenty-first Century in the Context of Cultural and Religious Systems." The International Journal of Design in Society 13 (3): 45-56. doi:10.18848/2325-1328/CGP/v13i03/45-56.
  • Extent: 12 pages

Abstract

The widespread reach of globalisation processes throughout the world has fostered an amalgamative intertwining of cultural and religious systems, particularly in areas whose economic ties have steadily increased. This article takes this reality as its starting point to explore the collision of the visual communication ethics of Europe with the religious and cultural backgrounds of the Middle East region. The influx of visual communication, such as advertisements, print media, and the arts, into a region can be indicators of shifting identity and an acknowledgement of growing diversity. Not all visual communication, however, is universally welcomed. In the context of contemporary globalisation processes where cultural encounters are increasingly inevitable, scenarios often arise in which creative industries fail to grasp how artefacts like advertisements, political cartoons, and artistic expressions will be received in certain regions. This article considers the failed interactions between design and visual communication and cultural and religious systems via the incongruence of identity and cultural values. In addition, the article explores the evolving functions of artistic graphic design practices and analyses the influence and artistic mobility of visual communication and graphic design between the Middle East and Europe. Numerous magazines, web pages, and newspaper advertisements appearing in the Middle East were collected and analysed using a semiotic-driven approach, as this methodology is the most appropriate for analysing the meanings of advertisements and communication during a cultural transition.