Abstract
In Visual Communication Design, significant emphasis on intercultural communication has aided the development of intercultural competence. This case study investigates how design education can develop cross-cultural awareness by focusing on how cultural frames evolve through experiences and societal perception while becoming increasingly layered and complex. To fully extricate oneself from one’s cultural context is challenging, but raising awareness of its limitations and subtleties is achievable. Recognizing diverse cultural frames can broaden one’s perspective, leading to a more nuanced understanding of both articulation and consumption of messaging in visual communication.
Two educators located in different socio-political contexts in the United States are working with a diverse student body to focus on intertwining storytelling and symbolic imagery, thus authenticating the lived realities of global traditions through responsive design education. The educators evaluate students’ grasp of the visual language of rituals through a case study, encouraging them to develop responsible and pragmatic value systems, critically examining assumptions and biases shaped by personal perspectives and rhetoric.
In the context of globalization and the dynamic shifts in undergraduate college design literacy, this research explores two critical questions at the intersection of social and public policy:
- How can we gain insights into specific cultural aspects while also addressing and evaluating stereotypical perceptions?
- How can we enhance cross-cultural awareness through visual communication design, thereby illuminating both verbal and non-verbal communication pathways?
By rethinking design education for a globalized world, this research offers actionable insights into teaching practices + principles, promoting intercultural perspectives in the classroom and contributing to the redefinition of design education principles to address the challenges of our interconnected future.
Keywords: intercultural communication, visual language, cross-cultural awareness, cultural frames, design education
