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Cross-cultural design in costume: case study on totemic symbols of China and Thailand

Author

Listed:
  • Yixin Zou

    (Guangdong University of Technology)

  • Chao Zhao

    (Tsinghua University)

  • Peter Childs

    (Imperial College London)

  • Ding-Bang Luh

    (Guangdong University of Technology)

Abstract

Cross-cultural design has emerged as a pivotal domain of significance within the context of globalization. In the field of cross-cultural design, designers are tasked with addressing user requirements and identity characteristic contexts across diverse cultural backgrounds, aiming to achieve enhanced service delivery and cultural dissemination outcomes. Nonetheless, the landscape of contemporary fashion design research exhibits a noticeable dearth in studies that effectively integrate with cross-cultural design. This study selects the iconic cultural symbols of the Chinese loong (dragon) and Thai naga as case subjects, embarking upon research that employs costume design as a medium and bridge for cross-cultural design and communication. The research methodology integrates qualitative and quantitative approaches, including field investigations, participatory research, and Analytic Hierarchy Process (AHP) analysis, thereby substantiating theoretical constructs through empirical investigation. The study proposes that cross-cultural costume design, undertaken with the purpose of cross-cultural communication, can be conceptualized as a cyclical process involving multiple encoding and decoding iterations. The research elaborates on how costume, functioning as a non-verbal language, serve as a medium for facilitating cross-cultural interactions. Furthermore, the design extraction of cultural symbols is approached through a four-tiered framework. By articulating its research perspective, methodologies, and design cases, this study contributes valuable insights to researchers and practitioners engaged in cross-cultural design and related fields.

Suggested Citation

  • Yixin Zou & Chao Zhao & Peter Childs & Ding-Bang Luh, 2024. "Cross-cultural design in costume: case study on totemic symbols of China and Thailand," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-18, December.
    • Handle: RePEc:pal:palcom:v:11:y:2024:i:1:d:10.1057_s41599-024-03707-w
    DOI: 10.1057/s41599-024-03707-w
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    References listed on IDEAS

    as
    1. Can Cui & Nazlina Shaari, 2023. "Exploring Fashion Geometric Pattern Design Process Using a Semiotic Method," Studies in Media and Communication, Redfame publishing, vol. 11(6), pages 63-71, September.
    2. Elena Karahanna & J. Roberto Evaristo & Mark Srite, 2005. "Levels of Culture and Individual Behavior: An Investigative Perspective," Journal of Global Information Management (JGIM), IGI Global, vol. 13(2), pages 1-20, April.
    3. Ossadnik, Wolfgang & Lange, Oliver, 1999. "AHP-based evaluation of AHP-Software," European Journal of Operational Research, Elsevier, vol. 118(3), pages 578-588, November.
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