6 July 2011

Chinese design is the focus of new module

The role of design in the growth of China's consumer culture will be examined in a new interdisciplinary module offered by Duncan of Jordanstone College of Art and Design.

'Made in China' is a 30-credit module available to full-time undergraduates at DJCAD, part of the University of Dundee, from January 2012. Undergraduates studying a range of craft, design and communications disciplines will have the option of taking the module, which it is hoped will also be offered to students of other subjects, and to part-time and distance learning students, in the future.

The module will focus on the country’s rise as both a producer and consumer of design, both historically and contemporarily. As China is now the world’s second largest economy, an understanding of the complex and ever-changing status of design in the country is essential to companies across the globe.

Module author Jonathan Baldwin believes Made in China offers a unique opportunity to examine modern Chinese culture and to get away from stereotypes.

'When you talk about Chinese design people either think of ancient pottery and fireworks, or of modern day sweatshops churning out the goods demanded by western consumers,' he said.

'But the truth is far more complex and while it’s right to examine the implications of the west's demand for consumer goods, China itself is rapidly becoming a massive consumer culture.

'This has enormous implications for us - China is becoming an important market for things we design here, but is also a competitor. The days when things were designed in the west and manufactured in the east are fast disappearing.'

Students taking the module will examine China’s long and fascinating past but, Jonathan says the main focus is on China today, its role as an economic power, its importance as a manufacturing base, and its future as a source of design.

After completing the module students will have the option of continuing with a personal research project.

It is also hoped that a scheme will be developed to allow Dundee students to partner with Chinese students, who are in their own country but thinking of coming to study in Scotland. Using email and video chat, the partners will be encouraged to learn from each other about their respective countries and cultures.

Jonathan, who has developed links in the country, continued, 'We’re hoping that some students will want to examine the process of doing business in China, or explore traditional Chinese techniques in areas such as textiles or jewellery.

'I think any graduate who has some understanding of another culture, another market, will find it immensely useful, as will any employer who gives them a job. So the employability potential is huge.

'But my main hope is that students doing this module will develop a deeper personal understanding of a country that is still a little bit mysterious. This is something that those in industry – not just the design industry - would undoubtedly benefit from understanding more.

'Hopefully we can offer the module to designers and managers from a range of sectors. It’s not about taking advantage of a growing market, but about understanding the people within it. We need to change the nature of the relationship between the west and China, and hopefully this is one small step towards that aim.'

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