DFT CPJ 1

2023 DESIGN FOR TRANSFORMATION MEGAN CHEW CREATJIVoEuPrnRaOl CESS MADE IN CHINA AMERICA

TABLE OF CONTENTS

00 WHAT IS GRAPHIC DESIGN FOR? 01 DISCOVER: 02 DEFINE: 03 DESIGN: 04 DEVELOP: 05 DELIVER:

WHAT IS GRAPHIC COMMUNICATIONS For? DESIGN LIES AT THE INTERSECTION OF ART, SCIENCE AND TECHNOLOGY, UNITING ALL THREE, WITH SOLVING REAL WORLD PROBLEMS AT ITS HEART.

For me, Graphic communication is an opportunity to ignite curosity. In my 3 years in NAFA, i have learnt about the principles of design and how it should be consiously implied in our works in order to create deliverables that enhances our solutions & messages. Design can be termed as an activity or a plan that aims to meet specific goals and contraints, takes into account aesthetics, functionality, economic and social-political considerations, and is expected to interact with a particular environment. The consious and deliberate process by which elements, potentials, trends etc. , are intentionally arranged to achieve a desired result. So whats the difference between an Artist and a Designer? At the heart of a artist & designer, it involves the application of the creative mindset but are fundamentally different. Art is to be interpreted, while the design is to be understood. What differentiates it is that art is subjective. It expresses a feeling or idea whereas design is functional, art is not. Graphic Desigers solves a problem, creating a unique design outcome that are for people. Understanding that was the first step for me to embark on a pursuit as a creative. To create timeless & refreshing design solutions for a greater purpose. “D esign creates culture. Culture shapes values. Values determine the future” -Robert L. Peters

IntrospSeEctLioFn WHATS YOUR FAVOURITE My favourite brand is TED. It is an annual conference BRAND & WHY? where leading thinkers & doers give talks to generate awareness and inspire action. TED is a non-profit with WHAT ARE YOU CURIOUS a massive network & highly engaged users that drive ABOUT? its growth. Its brand, its distribution & its community are distinct. CHOOSE AN AREA OF A CONSUMER SECTOR YOU The brand’s slogan is “ideas worth spreading”, which WOULD LIKE TO DEVELOP embodies the sage archetype. Watching a TED talk IN YOUR PORTFOLIO & is insightful & easy to comprehend. There are various WHY? topics covered about prevelant social issues which WHAT ARE THE AREAS OF engages me to educate myself on as a viewer. GRAPHIC COMMUNICATION DISIPLINE YOU WOULD I am curious to see how i can be more intentional with my LIKE TO DEVELOP IN design decisions, by experimenting typography, layouts THE COMING SEMESTER? and colours to bring my creativity to the next level. 1 I want to explore the different forms of communication in my graphic communication discipline such as UX/UI, to ensure that my versatility can help me to create a more enriching experience my users. DESIGN & BRANDING This sector has become very important in strengthening the identity of an artist or a buisnesses to build a relationship with their audience. With consistent visual language, design can build my credibility & brand reputation, which is important to me as a aspiring graphic desiger. Focusing on UX/UI & Brand strategy Typeface design, Branding, Packaging, UX/UI, Copy writing & Illustration

NAME ONE TOPIC/ISSUE CHILDHOOD EDUCATION THAT YIU ARE SUPER PASSIONATE ABOUT. Growing up in a fast-paced society where the SOMETHING YOU FEEL education system puts high achievement expectations EMPOWERED TO MAKE A combined with the pressure to succeed on young POSITIVE CHANGE. children, I feel that it affects children’s social skills, WHAT ARE SOME EXAMPLES health and overall happiness. This flaw in the education OF THE OUTCOMES system in most asian countries inculcates on a [PORPOSED DESIGN impressionable child that they should spend their SOLUTION OF YOUR life obsessing about results, money or what people CHOSEN BRIEF] THAT think of them via status symbols. Instead, I believe the HAS BEEN SUCCESSFUL & education should focus more on developing soft skills NOT SO SUCCESSFUL. and inculcating creativity in children instead. WHAT POTENTIAL AMANDA PHINGBODHIPAKKIYA’S “I STILL BELIEVE IN OPPORTUNITIES EXCITES OUR CITY” YOU TO EXPLORE? “I Still believe In Our City” public art series reminded millions of commuters of the humanity, diversity and beauty of Asian Americans at a time when many saw them as mere carriers of a deadly virus. Some elements of the project were lifted directly from her own trauma: She said many of the mantras that accompany the portraits, such as “I did not make you sick”. DOLCE GABBANA FASHION SHOW AD Dolce & Gabbana social media ad featured a Chinese woman eating pizza with chopsticks while a male voiceover gave her directions. This sparked accusations of racism and cultural ignorance in China. The ads were supposed to promote a fashion show in Shanghai but instead caused claims of racism and cultural ignorance on social media. The ad is accompanied by traditional Chinese music, which critics call outdated and stereotypical. After the covid-19 pandemic, humanity has increasingly moved into the virtual world, and the metaverse, a 3D digital space with collapsed virtual and real boundaries, has provoked increasing attention. The metaverse can be used in education as a new educational environment enhanced by metaverse- related technologies. It allows learners to use wearable devices to enter the educational setting without being limited by time and locations I aim to explore how I can make my campaign informative and educational to my audience, to bring more light to my purpose. 2

BLACK OR WHITE, 3

WE ALL JUST SOME EGGS FR 4

MIND MAPS 01 DEFINE 01. ARTISTIC RESEARCH EVALUATING MY DESIGN APPROACH PURPOSE RATIONALE DELIVERABLES To bring light to the racial dis- Fighting discrimination and 01. crimination faced by the South promoting intercultural dia- 3 posters promoting a issue,- Asian diaspora populations & logue is a social initiative that showing that Blame,Hate advocate solidarity through drives conversations for an and Violence is the real virus. activism in combatting hate inclusive society. It can show They will be folded into a crane crimes, encouraging audiences society that hate only ampli- revealing a message to be the catalyst for change . fies the problem as opposed to fixing it. A necessary inter- 02. vention and reflection given The cranes will be spread the disproportionate inflic- around the world as an interac- tion of illness, loss, grief tive element to prompt people to pause & reflect on the racism faced by APPIs 03. 4. Using AR to illustrate a scene of blunt racist encounters to spark a dialogue on Asian hate 5

RETURN BRIEF 1 01 DEFINE R ETURN RATIONALE BRIEF 1 Fighting discrimination and promoting inter- cultural dialogue is a social initiative that drives PURPOSE conversations for an inclusive society. It can show society that hate only amplifies the prob- To bring light to the racial discrimination faced lem as opposed to fixing it. by the AAPI community. To advocate solidarity through activism in Through A activism typography led campaign combatting hate crimes that promotes the awareness of the racial dis- crimination faced by the AAPI community, it SOLUTION encourages them to be the catalyst for change & stand in solidarity with the community. How might we encourage people to take action against Asian racism? Through a typography CUSTOMER PROFILE led campaign centered around advocating & promoting solidarity to show that by taking Adults from 18-65 years action they can make a difference. With majority of the target audience using social media, having a digital way of connect- ARCHETYPE ing the campaign to the movement will help to drive activism. This audience is targeted to The Sage both Asians & Non-Asian American, Pacific To ensure that the main purpose of my Islander or of any Asian descent. The main campaign educates, I will use sage as the audience will be adults since they will be more archetype to bring across my design solution capable of change, compared to young adults I chose this archetype because it will prompt people to discover more about the movement TARGET MARKET TRIGGER Woke Gen Z’s who are passionate about making a change in society. They are more Since The outbreak of COVID-19 in January tolerant of differences, empathetic to the 2020, racial discrimination and hate crimes needs of marginalized people, and desirous against Asian Americans and Asian-looking of government being more active in solving people have exponentially increased along societal problems. with the rapid spread of misinformation. This resulted in prejudice, xenophobic scapegoat- DESIGN DISCIPLINE ing, microaggression and racial harassment 01. 3 downloadable posters, each poster will BRAND EXPERIENCE promote a issue,showing that Blame,Hate and Violence is the real virus. They will be folded into The experience of this campaign shall be an a crane revealing a message educative one. It aims to be informative & educative, inspiring my target audience to be 02. The posters, along with stickers and origami the catalyst for change paper cranes will be spread around the world The campaign itself must be interactive & as an interactive element to prompt people to participative, to trigger empathy from people pause & reflect on the racism faced by APPIs of all diversity. It engages people to use their There will be a QR code that shows users how platforms to share the movement. to fold 03. Using AR to illustrate a scene of blunt racist encounters to spark a dialogue on AAPI hate and evoke emotional reaction. “DID YOU COOK BAT IN YOUR SOUP?” “BRING YOUR VIRUS BACK TO CHINA” “YOU PEOPLE ARE INFECTING OUR COUNTRY” 6

MIND MAPS 01 DEFINE 02. ARTISTIC RESEARCH EVALUATING MY DESIGN APPROACH PURPOSE RATIONALE DELIVERABLES To build the marriage between Reclaiming the goodness of 01 Asians & Americans. A nuanced being Asian celebrating of 3 posters using habits, food & exploration of diaspora identity what it means to be Asian relationships as a theme within and its connection to food and can help people fall in love the appeal of food, there will habits through promoting the with Asian cultures. be blunt racist encounters E.g. understanding of Asian culture “DID YOU COOK BAT IN YOUR through food and habits. Hate & discrimination in SOUP?” Asians has occurred in the This approach will promote past and present. Thus, it 02. intercultural dialogue, which might be difficult to change Using AR to make the texts is a social initiative that drives the perceptions people have change upon scanning the qr conversations for an inclusive of this existing issue. society. 03. Hence a campaign that Digitised versions of my posters advocates a minority race in a large majority race to fight back & a call for change will have consequences. 7

SUBMITTED RETURN BRIEF 01 DEFINE S UBMITTED RETURN BRIEF RATIONALE PURPOSE Reclaiming the goodness of being Asian To build the marriage between Asians & celebrating of what it means to be Asian can Americans help people fall in love with Asian cultures. Hate & discrimination in Asians has occurred in SOLUTION the past and present. Thus, it might be difficult to change the perceptions in people of this Promoting the understanding of Asian culture existing issue. through food and habits. How might can find Hence a campaign that advocates & tells the bridge between the Asian Community a minority race in a large majority race of and Americans, And make Asian Americans Americans to fight for a rise in action will have and Asians living in America feel included and consequences. valued? Instead, my campaign will harmonize a marriage between Asians & Americans. ARCHETYPE This approach will promote intercultural dialogue, which is a social initiative that drives Regular guy/gal conversations for an inclusive society. To find the bridge between the Asian Community and Americans, my design CUSTOMER PROFILE outcome aims to be relatable. To make Asian Americans and Asians living Young Asian Americans who have a hard time in America feel included and valued & to seek with assimilating into a westernized culture empathy from all diversities. may find themselves isolated & scratching out their own identity to fit in into the “Amer- TRIGGER ican identity” as a means of getting along or survival. The coronavirus spread throughout the United States fueled by the news that covid-19 first TARGET MARKET appeared in China. This led to racist memes on social media and a revival of century-old Adults from 18-65 years tropes about Asian food being dirty. The This audience is targeted to both Asians & Non- emergence of old-school racist stereotypes Asian American, Pacific Islander or of any Asian resurfaced during the pandemic reflects the descent. The main audience will be adults since prevalent xenophobia & racism in society. they will be more capable of change, compared to young adults. BRAND EXPERIENCE The campaign itself will be interactive & participative, to trigger empathy from The experience of this campaign shall be people of all diversity to see beyond the an inclusive one. It aims to create a sense of often distorted, stereotypic images of Asian belonging & building community, to mend the communities bridge in Asians & Americans. The campaign will be interactive, digestible & DESIGN DISCIPLINE engaging to trigger empathy from people of all diversity. Inspiring my target audience to VISUAL METAPHOR: food & habits recognize & address the issues people may Deliverables: deem “less important” such as disrespect 01. 3 posters using habits and food as a theme & discrimination of a certain cultures’ Within the appeal of food, there will be blunt food, as only a part of an overall problem of racist encounters discriminations with Asian Americans. E.g. “DID YOU COOK BAT IN YOUR SOUP?” 02.Using AR (augmentative reality) 03.Digitised versions of my posters 8

MIND MAPS 01 DEFINE 03. ARTISTIC RESEARCH EVALUATING MY DESIGN APPROACH TRIGGER PURPOSE RATIONALE Racism against Asians has To transcend stereotypes & Prompting people to question taken over the pandemic , show- cliches subjected to the Asian why they were seeing the posters ing in everyday conversations & community. & the stereotype messages on it, actions .The underlying racism hopefully be disgusted by it. of Coronavirus has brought A exploration of diaspora cul- back old ideologies of Asian tural identity through nuanced Through the campaign people people which threatens the stereotypes subjected to Asian/ can discover more about the lives of many Asian Americans Asian Americans. movement & stand in solidarity. & Pacific Islanders. Resonating with the Asian com- It might be difficult to change the “Asians made America sick” munity, to empower young asian perceptions people have of the “Asians are nerds” adults residing in america to existing issue but it can prompt “Asians should go back to reclaim their identities. a people to be mindful of their China” words and actions. Celebrating AAPI heritage These are a few of the harm- and establishing where Asians ful words & phrases members stand going forward. of the Asian community hear on a regular basis, the stereo- types that Asians have been 9 subjected to for centuries.

FINAL RETURN BRIEF 01 DEFINE F INAL RETURN BRIEF RATIONALE PURPOSE Showing the microagression & stereotypes To educate,empower & support young asian Asian people are subjected to, can prompt adults residing in Americans to reclaim their non-Asian audiences to question why the cam- identities. paign they see are there. Triggering disgust towards the racism & empathy ,to see beyond SOLUTION the often distorted, stereotypic images of Asian communities Transcending the stereotypes & cliches subjected to the Asian community through Through the campaign people can discover a typography-led campaign with common more about the movement & stand in solidarity. slurs used against Asians & retorts to those It might be difficult to change the perceptions comments. Using social media to advocate & people have of the existing issue but it can trigger empathy from viewers of all diversity prompt a people to be mindful of their words ;showing what it feeels like to bean Asian living and actions. in America. Being knowledgable about different races and ARCHETYPE cultures will promote intercultural dialogue, which is a social initiative that drives conver- Creator sations for an inclusive society. To empower young Asian Americans to reclaim their identities. CUSTOMER PROFILE To make Asian Americans and Asians living in America feel included and valued through Young Asian Americans who have a hard time deliverables that tackles othering. with assimilating into a westernized culture may find themselves isolated & scratching TRIGGER out their own identity to fit in into the “Amer- ican identity” as a means of getting along or Racism & xenephobia against Asians has survival. taken over the pandemic , showing in every- day conversations & actions .The underlying TARGET MARKET racism of coronavirus has resurfaced century old tropes & old ideologies of Asian people Adults from 18-65 years which threatens the lives of many Asian Amer- This audience is targeted to both Asians & Non- icans & Pacific Islanders. Asian American, Pacific Islander or of any Asian descent. The main audience will be adults since BRAND EXPERIENCE they will be more capable of change, compared to young adults. The experience of this campaign shall be an inclusive one. It aims to create a sense DESIGN DISCIPLINE of empowerment & belonging to the AAPI community. It will be compiled in a public space 01. 6 visual posters, each with a common slur to help people realize how hurtful they can be and my own retorts such as“Asians have small when you see them from our perspective , & dicks,” followed by “But we’ve got bigger balls being aware that these microagressions exist. than you’ll ever have, cowards.” Inspiring my target audience to recognize 02. Instagram posts & Gifs & address the issues people may deem “less important” such as disrespect & 03. A interactive website that identifies non- microaggression of a certain cultures’ food or english names not as mistakes. An autocorrect physical appearance etc. for racism 10

TAXONOMY 01 DEFINE TAXONOMY 11

TAXONOMY Racism & xenophobia against Asians has taken over the pandemic, showing in everyday conversations & actions. The underlying racism of coronavirus has resurfaced century old tropes & old ideologies of Asian people which threatens the lives of many Asian Americans & Pacific Islanders My campaign aims to transcend the stereotypes & cliches through a typographic campaign which educates, empower & support young Asian adults residing in America to reclaim their identities. 12

RATIONALIZING DESIGN APPROACH 01 DEFINE LECTURER FEEDBACK RATIONALIZING IDEAS In my first consultation with one of my lecturer, I Be mindful of not anchoring all my ideas onto shared with her my two ideas I had on my design food alone because people in America are too approach & why I was in a dillemma on which hardcore on their eating preferences hence I will idea to choose. After she heard my two ideas, I got meet people that are (picky eaters, gluten and feedback from her and she helped me to weigh hardcore vegans) out the Pros & Cons of both approaches. FOOD IDEA 1 Empathise with pain and hurt I want to spark conversation about Asian Amer- She felt my first on reclaiming and changing the ican issues through the topic of food. Food and misinformation on covid was not so good because mealtimes are something that can be considered certain things ”went down went down” and to intimate and culturally significant to many, since change peoples opinion is like asking them to stop food is not just something we consume to survive, and “give me a second chance to explain myself” but also how we bond with others and connect - that kinda stuff usually won’t fly and it takes a with our ethnic cultures. Since food is something, lot more to change peoples perception of what everyone must consume and it’s a great starting already happen because it has been ingrained point to capture the attention of others, despite for 2-3 years already any other differences. IDEA 2 Fall in love with goodness of being Asian HABITS There’s something else I have that made her think Habits is also a cross over of unifying habits in of many possibilities- there are Asians trying to Asians. Cultural practices in the Asian commu- not come in from a negative point of view but try nity stems from customs and traditions.In Asian to come in from a positive light and celebrate culture, respect is shown through gestures and what it means to be Asian and they do it in a soft practices as such brings a sense of familiarity and approach eg. By holding ethical classes, bring relatability to many Asian Americans & Pacific TCM into a more English POV and the Benefits of Islander (AAPI) community E.g. Removing your being Asian. They use the celebration of what it shoes before entering a home in Asia is common means to be asian and infuse it into American cul- practice in many Asian households, including ture in very subtle means. Interestingly this idea its Chinese as well. It is part of etiquette & personal a strong idea but what would make it tighter with hygiene. Since every Asian culture has its own more potential, is knowing where to plant them in distinctive practices, the visuals of habits can at because it matters to that community that sees prompt Asian Americans to closely relate to what that” sort within the space” it means to be Asian “W hich direction are you coming LANGUAGE from? Which are you more into?” She find that I It’s very tricky to use language because it is not a visual. Language is more devi- I wanted to avoid a design outcome that would sive than unifying. Howver I can try to find the be literal interpretations & not to feature ‘Stop slangs or terms that crosses over if I can find unify- Asian Hate’ slogans on my posters as I personally ing language between Chinese, Asians , Mandarin would not want those kind of posters on my walls and English eg. Peranakan culture on my wall. After rationalising with my lecturer on my two ideas, i decided my art direction will be a “Y ouneedtobetheharmoniser nuanced exploration of diaspora identity and its connection to food and habits. I will be using food like tinder and u as a tinder & habits as a jumping-off point for visual creativ- ity exploring its cultural and social significance. app ,u need to find the bridge Through promoting the understanding of Asian culture through food and habits ,the delicious and between mom and dad so there comforting appeal of food will make audiences feel nostalgic for food they never tried. Asian food is no divorce” are comforting for both Asians and Americans. 13

UNDERSTANDING MY DELIVERABLES 01 DEFINE LECTURER FEEDBACK DELIVERABLES She thinks Its cool what I am doing and its lovely Whatever I wan to do for my 3 deliverables, I need and she likes the lines underneath but i need to to be aware they are there for a specific function. be decisive & careful between why I pick and •My posters function is to show people the cam- choose what I’m choosing because that state- paign is happening. When I stick my poster as a ment underneath is going to mean a lot to what print somewhere, it also makes a statement in I show above (visual) and its a type campaign so the busiest areas. •The Digital elements functions the positioning has to make sense the things I’m enrol that it suddenly can now “move” and this going to identify should “Marry” misconception. mobility and movement can be automatically be moved by its own or moved by the user. Eg. app, COMBINING 2 IDEAS IS BAD website, moving poster or a mini LED screen in a toilet. Sizing matters (how large it moves) Timing She asked me If I wanted to focus on comforting (when should it moves) .Regardless of it’s function and soothing Asians or do I want to ask them to & how it will move , I should use it to my best bet. rise? Which one is my call? •To rise it means to use I’m using a rebel and stand up to fight for what it ADVERTISING means to be Asian and if I do things like that what would happen to white supremacies groups? How can I utilise a environment? I should not put They also will do the same •I have a group of hurt & something there because it moves but put it there highly hated people in America (AAPI’s). If I want with a strong relevance with to what is happen- to ask them to rise,I can but there will be conse- ing in the space and why it moves accordingly quences that I should be aware of & careful of my and it can be timed.If my poster is not relevant to approach to ask them to rise. Especially when the space, my game and strategy will be weak. I they are a mariginalized group in a large major- need to find a good reason why it deserves to be ity of white people. So realistically I need to very a digital element . Digital elements can be on the understanding of their fears. ground, traffic lights when u press the button etc. Making my work interactive comes with another CONCLUSION ON MY IDEA element of strategy.I must know what makes my audience want to interact. I need to figure out why To play it safe, it is to not come in not from a point people press what and when. Eg. Airport how’s the of ‘rise up / take action” but show more of like it in service happy or not happy.All the elements are at a good way which is currently where I’m coming my fingertips to bring out the marriage between from in my second approach so she says its good. Asian and Americans ;using food or habits ideas. My idea need to work with the outcome and space. “T urn the word of hate into a For me I am doing a force con- questionable one.” nection using community and food. Hence food is my force connection. TYPOGRAPHY ME: Should I use other languages eg. Chi- nese in my typography? LECTURER: You are going into a territory the moment you speak that language of Asian dia- lect or Chinese even. I am creating a barrier with my audiences. Eg. When IDEA 2 we speak bad about someone else, we usually use a language only we understand and someone else IDEA 1 doesn’t. If I use this to pin my cam- paign I will fall into shitty category. I need to be smart in understanding how language can be the tool to bring forth the mar- riage I need for food or for habit.I need to plan out, if I want to fuck around with my words & fonts or do I keep it as it is so my idea is intact and people don’t misinterpret it it is the worst it can be and my idea has to be solid. Don’t overdo it & destroy the idea 14

02: HARNESSING THE POWER OF ART TO FIGHT ASIAN RACISM DESIGN SOLUTIONS 15

CASE STUDIES AN OVERVIEW 01: ISSUES CLICHÉ MICROAGRESSION Case studies on campaigns & STEREOTYPES movement solving the issue of Anti-Asian racism in America 02: VISUALS COLOURS TYPOGRAPHY Case studies on the visuals & VISUAL ASSETS design solution done to protect against racial inequality and promotingtheunderstandingof Asianculture. 03: SOLUTIONS POSTERS WEBSITE Case studies on my design SOCIAL MEDIA discipline of my final design solutions & deliverables 16

“ASIANS ARE SPREADING THE CORONAVIRUS” 01: ISSUES LET’S TALK RABaOciUsmT. PREJUDICE AGAINST ASIAN AMERICANS DURING THE COVID-19 PANDEMIC ASIANS ARE NOT THE VIRUSES, RACISM IS 17

VICTIMS OF ANTI-ASIAN DISCRIMINATION NOEL QUINTANA, 61 DELAINA ASHLEY YAUN, 33 PAUL ANDRE MICHELS, 54 A Filipino-American man XIAOJIE TAN, 49 whose face was slashed DAOYOU FENG, 44 with a box-cutter SOON CHUNG PARK, 74 (NY) HYUN JUNG GRANT, 51 SUNCHA KIM, 69 YONG AE YUE, 63 EE LEE, 36 A Hmong-American woman who was raped, beaten and whose remains were abandoned (WI) VICHA RATANAPAKDEE, 84 He was a Thai-American On March 16th, a white terrorist man who was pushed went on a mass shooting spree and killed by a 19 y/o at the Atlanta area, killing 6 Asian (CA) women & two others. 4 people were shot at Youngs Asian Massage, 3 people were shot at Gold Massage Spa, & 1 person was shot at Aroma Therapy Spa. 18

THE CONTRARY TO WHAT IS ORIGINS ALREADY SCARCELY TAUGHT IN THE AMERICAN EDUCATION SYSTEM, ASIAN AND PACIFIC ISLANDER AMERICAN HISTORY STARTS BEFORE THE CHINESE EXCLUSION ACT OF 1882 Anti-Asian sentiment has always been a part of our history in America, but the recent spikes in hate crimes resulting from the COVID-19 pan- demic are a breaking point for the Asian-Amer- ican community. Asian immigrants were cast as outsiders in the United States from the very moment they arrived, and were even banned from entering the country when the Chinese Exclusion Act of 1882 was passed. The anti-Asian sentiment would continue into the 1900s, and hundreds of thousands of Jap- anese Americans were arrested and sent to concentration camps without due process after the attack on Pearl Harbor. ‘PACIFIC CHIVARY’:1869 CARTOON THA The decades of anti-Asian sentiment would even- OR DISCOURTEOUS TREATMEN tually build up to the murder of Vincent Chin ,27. In 1982, several members of the Asian Ameri- can and Pacific Islander (AAPI) community were shocked by the news of the murder of a young Chi- nese American near Detroit, Michigan. Vincent Chin, 27, was attending his bachelor party at a bar when two unemployed auto workers, Ronald Ebens and Michael Nitz, thinking Chin was Japanese, directed racial and obscene comments at him. “It’s because of you little motherf****rs that we’re out of work,” witnesses recalled Ebens yelling at Chin. Nitz had been laid off from his job at an American car plant, and apparently blamed Chin for the correlation between his unemployment and rising Japanese imports into the American market. 19

ASIAN HATE In 1900, San Francisco became the center of a Asian hate in the US takes its roots in the coun- bubonic plague, which was blamed on Chinese try’s immigration policy. immigrants. 1875: Page Act restricted “undesirable” immi- The current COVID-19 pandemic has left the grants’arrival, impacting women from East Asian Asian-American community scapegoated yet countries who were viewed as prostitutes and again for a pandemic they had little to do with. bearers of disease. Racial discrimination and hate crimes against Asian Americans and Asian-looking people have In America’s judicial system exponentially increased along with the rapid 1854: Supreme Court’s decision in People v. Hall spread of misinformation. made Chinese testimonies inadmissible in courts Many Asian-Americans seem to have grown In more contemporary periods, Anti-Asian vio- numb to the hate they have experienced for so lence spikes during national crisis: many years, and feel powerless to stop it. Asians 1942- 45, World War II: about 110,000 Japanese are constantly misrepresented in media cover- were deported in concentration camps. age and are painted as perpetual foreigners. AT CRITICIZES THE “UN-CHILVALROUS” 1790 NT OF CHINESE IMMIGRANTS 2023 20

NEW TERMS LINKED TO ASIAN DISCRIMINATION KEEPS EMERGING HISTORY REPEATS ITSELF. “YELLOW PERIL” IN THE 19TH CENTURY “MODEL MINORITY” IN THE 20TH CENTURY NOW ITS “CHINESE VIRUS” IN THE 21 CENTURY 21

WHY ARENT WE LEARNING FROM OUR MISTAKES? SUBCONSCIOUS ACTS Subconsious acts of racism can result in discrim- ination. Old ideologies of Asians twist into harmful words and phrases members of the Asian com- munity know all too well. They’re the things many asian americans have been hearing on a regular basis, the stereotypes that Asians have been subjected for the majority of our lives. Stereotypes ( Food, profession,name,skills) Making gestures & mimicking facial features Hate comments on identity & culture of Asians Slurs and generalization 22

TOPIC RESEARCH 02 DEVELOP P OLITICAL INFLUENCE As of August 2021, more than 9,000 anti-Asian incidents had been reported since the beginning of the pandemic. The economy reopening increased opportunities for the attacks Today, as the U.S. struggles to combat a global pandemic, President Donald Trump has helped normalize anti-Asian xenophobia, stoking public hysteria and racist attacks. The rise of hate crimes has surged since the pan- demic became severe in US ,the term “Chinese Virus” & “Kung Flu” or other derivatives used in public speeches eg. The United States President Donald Trump’s routinely reffered to Covid -19 as the “the China virus,” “the Wuhan virus” and even “Kung Flu”, may have encouraged the use of hate crime and hate speech in the United States 23

TOPIC RESEARCH 02 DEVELOP MYTH VS FACTS MYTH: PEOPLE OF ASIAN DESCENT ARE MORE LIKELY TO CONTRACT /OR TRANSMIT THE CORONAVIRUS FACT: Being Chinese or Asian American does not increase the chance of getting or spreading COVID-19, according to the Centers for Disease Control and Prevention (CDC) MYTH: IT’S HARMLESS TO REFER TO COVID-19 AS THE “CHINA VIRUS”, “WUHAN VIRUS” OR “KUNG FLU” FACT: According to the World Health Organization (WHO), names that reference a specific location or ethnic group should be avoided as they invite unwarranted scrutiny to people who fall under those terms. The use of these terms exacerbates the existing problem of racial discrimination against Asian Americans and Pacific Islanders (AAPIs) in the context of the COVID-19 pandemic by associating the disease with AAPI ethnicities, fueling racial backlash. 24

CASE STUDIES 02 DEVELOP U NDERSTANDING OUR PERCEPTIONS OF ASIAN AMERICANS AN OVERVIEW ON ASIAN AMERICANS, INCLUDING IDENTITY ISSUES (PERCEPTIONS AND MISPERCEPTIONS, USE OF TERMINOLOGY, UNDERSTANDING DEMOGRAPHICS, AND THE EXTREME DIVERSITY CONTAINED WITHIN THE TERM. INTRODUCTION The diversity of the Asian American population is also reflected in the number of biracial/multi- An overview essay on Asian Americans, including racial Asian American and Amerasian children, identity issues (perceptions and misperceptions, and in the number of Asian children adopted by use of terminology, understanding demograph- families who are not Asian American. ics, and the extreme diversity contained within the term. The process of defining Asian Americans is a lesson in diversity and critical thinking with social, Asian Americans are more than 12.5 million strong historical, and political dimensions. Stereotypes and represent more than thirty different nation- and distorted depictions of Asian Americans in alities and ethnic groups. Within a single nation- movies, television, advertising, cartoons, and ality, there are significant differences in regional other media, as well as school textbooks and dialect, religion, class background, educational children’s literature, continue to shape how many level, and political perspective as well as distinc- parents, teachers, administrators, and students tions based on generation, gender, and lifestyle perceive Asian Americans. orientation. Understanding Our Perceptions of Asian Americans. (2020). Asia Society. https://asiasociety.org/ education/understanding-our-perceptions-asian-americans‌ 25

CASE STUDIES 02 DEVELOP 26

“ASIAN WOMEN ARE OBJECTS TO FULFILL A FANTASY” LET’S TALK YeAlloBwOUFTever FETISHIZATION OF ASIAN WOMEN THERE IS A FINE LINE BETWEEN FETISHIZATION & PREFERENCE 27

WHAT IS YELLOW FEVER? When you think of an Asian woman, what comes to mind? A tiger mom? An anime fantasy? A man- icurist talking about you in another language? For Asian women, these stereotypes are frustrat- ing, disheartening and downright depressing. Unlike the medical disease, YELLOW FEVER is a slang tern used in the AAPI community to describe non-Asians who fetishsize Asian people, especially Asian Women. People with Yellow Fever package Asian Individ- uals down to the skin color and facial features. They perpetuate hypersexual stereotypes that originated from imperialism and military occu- pation It usually fetishsize one particular image: some- one who is paled skin, slim and beautiful. K-pop male artist have also reinforced this image for Asian men. 28

TOPIC RESEARCH 02 DEVELOP Y ELLOW FEVER EXAGGERATES WHITE MASCULINITY AS ASIAN WOMEN SERVES THEM “Small weak submissive and erotically alluring...” In You Only Live Twice, James Bond travels to “Her eyes almond-shaped for Japan and meets his Japanese attaché. The mystery, black for suffering, attaché notes that the Japanese women will take wide-spaced for innocence, good care of him. high cheekbones swelling like bruises, cherry lips...” Later there are scenes of a horde of women washing and scrubbing Bond. This scene was “Shes there when you need featured on the promotional poster meant to shore leave those angry sell the movie. feminist seas.” The hyper sexualized subservient Asian woman is a direct result of Orientalist thinking and rep- resents a form of othering. This stereotype is often found in a Western military setting, usually the Korean or Vietnam War. Sexual violence against Asian women stemmed from the legacy of Western imperialism. 29

TOPIC RESEARCH 02 DEVELOP IMPERIALISM Imperialism is the act of ruling over other coun- tries and its people to get economic access, power and control, especially through military force. This ideology spurred the creation of many U.S. military bases across Asia in 1899 As a result, the sex industry rose in the Philippines, South Korea, Okinawa, Vietnam, and Thailand for “R & R” (Rest & Relaxation). With pervasive disregard for human rights, the military accepts access to indigenous women’s bodies as a “necessity” for American GIs who were stationed overseas. A scene from the movie, A Girl In Every Port ,1928, where two U.S. soldiers fight over a Filipina women played by Elena Jurado, the first Filipina Holly- wood movie star White men’s fascination with Asian women in por- nography stems from 19th century imperialism and prostitution. With these sexual experiences as their main, if not only, encounters with Asian women, white service- men returned home with the generalization that Asian women are “hypersexual,” and always willing to comply with a white man’s demands. 30

TOPIC RESEARCH 02 DEVELOP Y ELLOW FEVER IN THE MEDIA These stereotypes developed even more interest in Asian women as sexual objects. As a result, the Asian sex tour industry flourished. Movies and plays depicting a subservient Asian woman were also made en masse, such as Madame Butterfly (1904) and Sayonara (1957). Madame Butterfly has been re-made over 90 years, with the most recent rendition from 1995. The per- vasive image of “doting, exotic Asian woman” also continues to exist in tourism ads today Miss Saigon, a Vietnamese interpretation of Madame Butterfly MODERN DAY Fetishization 31

TOPIC RESEARCH 02 DEVELOP “ A ND THE SAYING ME LOVE YOU LONG TIME?” It came from Full Metak Jacket (1987), a movie on the vietnam war. A vietnamese prostitute says “Me love you long time” to the U.S. soldiers. In fact, each of these draws from the move Full Metal Jacket. One goes further and puts forth the idea that the only reason Asian women are interested in West- ern white men is for gaining citizenship to their lover’s country – a play on Madame Butterfly years, with the most recent rendition from 1995. The pervasive image of “doting, exotic Asian woman” also continues to exist in tourism ads today With the advent of new technologies people have found new ways to take hold of and perpetuate these stereotypes given to them by Hollywood. The advent of the Internet meme, popularized on social media and on online forums such as Reddit, furthered these stereotypes. 32

“ASIANS ARE NERDS” LET’S TALK ABOUT Model Minority A MYTH HAS BEEN USED TO STEREOTYPE ASIANS AS A GROUP THAT ACHIEVED SUCCESS IN AMERICA DESPITE BEING AN ETHNIC MINORITY STEREOTYPING ASIANS AS “HARDWORKING DEHUMANIZES THEM 33

TOPIC RESEARCH 02 DEVELOP W HAT IS THE MODEL MINORITY MYTH? The myth of the model minority is based in ste- reotypes. It perpetuates a narrative in which Asian American children are whiz kids or musical geniuses. Within the myth of the model minority, Tiger Moms force children to work harder and be better than everyone else, while nerdy, effem- inate dads hold prestigious—but not leader- ship—positions in STEM industries like medicine and accounting. This myth characterizes Asian Americans as a polite, law-abiding group who have achieved a higher level of success than the general popula- tion through some combination of innate talent and pull-yourselves-up-by-your-bootstraps immigrant striving. The term Asian American was coined in the late 1960s to harness the collective power of people of Asian origin, and is still used to signal the need for collective striving against racism and impe- rialism. The idea that Asian Americans are a “model minority” developed in the mid-20th century, when white backlash to the civil rights move- ment prompted comparisons between Japanese America and the American Negro. In the 1966 New York Times article that first coined the term “model minority”, Japanese America’s “success story” is directly contrasted with the challenges faced by “the American Negro”. 34

TOPIC RESEARCH 02 DEVELOP W HATSOBADABOUT THE MODEL MINORITY MYTH? While most people agree that negative stereo- types of Asian Americans are harmful, some still question the harm of the model minority myth. What could be so bad about being part of a group that’s seen as being successful? The model minority myth hides the pressures and paradoxes inherent within an Asian Amer- ican identity. If you don’t fit into the myth, it is hard to find your place at all. The implication that Asian Americans can always excel, tend to dehumanize Asians, implying that we are cultural robots who just happen to have a genetic propensity to grow calculators instead of brain cells. LIKE ALL STEREOTYPES, THE MODEL MINORITY MYTH ERASES THE DIFFERENCES AMONG INDIVIDUALS This stereotype also forces Asian-Americans to deny their individual identities to fit into what they feel is acceptable by society’s standards. This, in turn, perpetuates the stereotype and culture of passiveness that says that Asians and Asian-Americans don’t do anything but read and study. And while a positive stereotype might not seem like something to get that upset about, it’s still very harmful; after all, it’s another set of stan- dards to live up to, another confining box. 35

TOPIC RESEARCH 02 DEVELOP T HE MODEL T HE MODEL MINORITY MINORITY MYTH MYTH OPERATES IGNORES THE ALONGSIDE THE DIVERSITY MYTH OF ASIAN OF ASIAN AMERICANS AMERICAN AS PERPETUAL CULTURES FOREIGNERS Data about Asian American achievement typ- The model minority myth is just one of many ically lumps this diverse population together stereotypes about Asian American people. into a singular group, but when broken down, the myth begins to crack. Popular television and films exoticise Asian culture and peoples. The model minority stereotype assumes Asian Americans are a monolith, instead of a group If you’re a man, you’re a Kung Fu master. characterized by tremendous diversity repre- senting more than 50 different ethnicities and If you’re a woman, you’re a submissive sex 100 different languages. object. The model minority stereotype ignores the wide If you’re gender non-binary or transgender, you range of inequality and disparities that exist don’t exist at all. among Asian Americans, with certain Asian subgroups bearing the brunt of high poverty Mickey Rooney’s racist portrayal in Breakfast rates and unmet needs. at Tiffany’s lives in our collective imagination alongside every East or South Asian actor who The implication that Asian Americans can has played a bit part as a humorless doctor or always excel and therefore transcend the IT guy. struggles of other people of color denies the very real prejudices and bigotry that Asian-Americans face. (It also pits minority communities against each other, which is ben- eficial to nobody but those in power.) 36

“ASIAN NAMES ARE DIFFICULT” LET’S TALK ABOUT Name Bias THE PRESSUJRE PUT ON ASIANS TO ANGLICIZE THEIR NAME FOR THE CONVENIENCE OF NON-ASIAN PEOPLE STOP PRESSURING ASIANS TO ACCEPT ANGLICIZED NAMES 37

TOPIC RESEARCH 02 DEVELOP T HE POWER OF NAMES The history of Asian Americans using anglicized Research has reinforced the problem of names, was popularized in the 19th century. The Anglo-centric hypocrisy surrounding names. practice was popularised in part of fear in the face A survey of Chinese students in the US found of intense racism and xenophobia. that the adoption of an Anglo name was asso- ciated with lower levels of self-esteem, which Many immigrants chose American names for a further predicted lower levels of health and number of reasons, including convenience and well-being. financial motivations. Asian immigrants were often demonized, exploited and discriminated against There are signs of gradual change, with fewer in the US, and assimilation was seen as a survival people adopting new names in the late 20th tactic. In the 19th and early 20th century, Asians were cen tury. This was partly due to automated portrayed as strange, dirty, uncivilised, and had to systems and social change. fit in with an overtly racist, hostile society. Now, most Asians have American names. Yeung, J. (2021, April 7). Why some Asian Americans are embracing their heritage by dropping their anglicized names. 38 CNN; CNN. https://edition.cnn.com/style/article/asian-american-name-change-hyphenated-intl-hnk-dst/index.html ‌

DESIGN CASE STUDIES 02 DEVELOP T HE COST OF SACRIFICING A NAME THE NATION AND ITS RACIAL TENSIONS HAVE EVOLVED SINCE THEN BUT ASIAN AND NON-ENGLISH NAMES CONTINUE TO BE OTHERED, TREATED AS STRANGE OR USED AS CHEAP PUNCHLINES. In 2013, for instance, a TV station reporting on a deadly Asiana Air- lines plane crash fell for a prank, and announced that the pilots included “Captain Sum Ting Wong” and “Ho Lee Fuk.” In 2016, the governor of Maine joked about a Chinese man named Chiu, pro- nouncing it with a fake sneeze. In 2020, a professor at Laney College asked a student, Phuc Bui Diem Nguyen, to Anglicize her Vietnam- ese name “to avoid embarrass- ment” because Phuc Bui “sounds like an insult in English.” The list goes on.Asian Americans have continued to proactively adapt their names, many citing ongoing forms of discrimination AFTER EIGHT PEOPLE WERE KILLED AT THREE ATLANTA-AREA SPAS, MANY PEOPLE WERE ALARMED WHEN THE MEDIA MISPRONOUNCED SOME OF THEIR NAMES. N AMES ARE A CULTURAL TOUCSTONE IF WHITE PEOPLE CAN LEARN TCHAIKOVSKY, THEY CAN LEARN ASIAN NAMES 39

DESIGN CASE STUDIES 02 DEVELOP T HE RISE OF ASIAN AMERICAN REPRESENTATION IN MAINSTREAM MEDIA Crazy Rich Asians, a Hollywood studio film featuring a majori- ty-Asian cast, became a box-of- fice hit and broke the record for highest grossing romcom in the past decade. 40

“ASIAN FOOD IS DIRTY” 01: TACROTLGVAEEITLTDK’ST-I19NG AACSUAIsAiLBaTNnOUUFFROToEOoSdD COVID-19 TARGETTING ASIAN FOOD CULTURES THE TRIGGER BE RESPECTFUL, ITS MORE THAN FOOD 41

THE CORONAVIRUS SPREAD THROUGHOUT THE U.S, FUELED BY THE NEWS THAT COVID-19 FIRST APPEARED IN CHINA. THIS LED TO RACIST MEMES ON SOCIAL MEDIA AND A REVIVAL OF CENTURY-OLD TROPES ABOUT ASIAN FOOD BEING DIRTY. THE EMERGENCE OF OLD-SCHOOL RACIST STEREOTYPES RESURFACED DURING THE PANDEMIC REFLECTS THE PREVALENT RACISM & XENEPHOBIA IN SOCIETY. THE CORONAVIRUS WAS FOUND IN 33 SAMPLES FROM THE WUHAN MARKET, BUT WILDLIFE AND OTHER “EXOTIC” ANIMALS ARE NOT PART OF THE MODERN MAINSTREAM ASIAN DIET. 42

TOPIC RESEARCH 01 DEFINE Conversations about the stigma- tization of asian food reached a cre- scendo this month when contestant Armitage-Mattin on “Masterchef: The Pro- fessionals” used the tagline “Dirty Food Refined” & included the hashtag #pret- tydirtyfood in her instagram bio. The chef apologized and said she had never meant to insult anyone. The comments on the post were split, with some defend- ing her and others calling the statement a non-apology. ”Evenifyoudidn’t intendtheword‘dirty’tomean ‘unclean,’ you have failed to acknowledge or apologize for the harm that this kind of language causes to Asian populations.” 43 https://www.today.com/food/masterchef-contestant-faces-backlash-calling-asian-food-dirty-t202082‌

TOPIC RESEARCH 01 DEFINE The description of asian food as dirty was an insult to asian restaurants that have suffered vandalism. “This has been a weapon that’s been “I n a used again Chinese immi- year where grants. since we got here East Asian almost 200 years ago. And communities we’re seeing that manifest have been today as well. So when you’re blamed for the talking about ‘dirty,’ you pandemic, this have to understand con- text and how Chinese and type of narrative Asian communities have is completely been villainized through unacceptable” the use of food and how we eat.”-Clarence Kwan The post follows a pattern of deni- ability and felt more like a public rela- tions attempt than a genuine attempt to understand what had upset people. “This apology reeks of ‘I’m sorry you misunderstood and got offended, but I’m not going to take responsibility.’” 44

TOPIC RESEARCH 02 DEVELOP THE BLAME GAME EXPLAINING HOW FOOD SCAPEGOATING INFLAMES ANTI-ASIAN DISCRIMINATION INTRODUCTION FOOD SCAPEGOATING Many people think that trading pangolins, prac- East Asian cultures have sometimes come to be ticing Chinese medicine, and eating dogs are the known in the West primarily by specific foods, root of all COVID-19-evil. However, these beliefs such as dumplings or ramen or boba tea. But food could actually exacerbate the consequences cultures can also be used to polarize. Some initial of pandemic outbreaks with zoonotic origins, as evidence suggested the virus began in bats. “Bat seen in the 2013 Ebola outbreak. COVID-19 was soup” came to be identified with the COVID-19 thought to have spread from an animal host to a pandemic. The information quickly got distorted human in a wet market in the province of Wuhan. in the US, spurring racist memes on social media Likewise, many people were enraged to hear that portrayed Chinese people as bat eaters that, following a temporary ban on wild-animal responsible for spreading the virus.Wildlife and trade and food sales, wet markets in China (even other “exotic” animals are not part of the modern in Wuhan) mainstream Asian diet, either in Asian countries or in the US. Yes, increased contact with animals and their bodily fluids increases the risk of contracting a It taps into long-held stereotypes and narra- virus, but the instinctive disgust people show for tives, scapegoating Asian Americans for being other cultures’ practices says more about Asian- contagious, disease carrying, hypersexualized, cultural bias. Scapegoating is a natural response and having Chinatown commerce as unsanitary to hurt . In the wake of COVID-19, many people are and illegal. Food as a delicacy from the East can hurting and are searching for a source of blame. so quickly slide into these dangerous discourses But there is a fine line between combating factors when tensions rise. The nature of Asian foodways that propagate disease and espousing racial can be connected with key historical moments and ethnic bias.In 2020, East Asian food practices such as periods of hunger and scarcity in China, became suspect, and widely equated with zoo- foreign investment by Western corporations in notic diseases and sources of contagion. Asia, and waves of immigration. What’s Driving The COVID-19 Blame Game? Anxiety And Confusion About Wet Markets, China— And The 45 Entire Global Economy | https://www.healthaffairs.org/do/1O.1377/forefront.2O2OO526.856837/full/