Thirteenth International Conference on Design Principles & Practices

Abstract

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