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EXPLORING THE USE OF CULTURAL MAPPING IN DESIGNING CULTURAL EXPERIENCE MODEL            SAAD AQEEL ALZAROONI              ...
Introduction  saad aqeel   2
My thesis explores the strategic meaning of cultural resources. It is intended to generate thoughts and conversations, and...
Context                                         Community Development                                                     ...
What is cultural mapping?        saad aqeel          5
Design SolutionA map is a visual representation of an area—a symbolic depiction highlighting relationships between element...
Cultural mapping “is the process of identifying and investigating culturalassets in the community and it strengths- that a...
Literature review    saad aqeel      8
Topic analysisCultural planning                    Cultural mapping                       In order to better understand th...
In the following I will define the major poles of the debate concerning the term culture and its strategic use.In the lite...
Literature review          major poles of the debate             Anthropological          a process of individual or group...
Position in the debate       Culture is what counts as                                      Holistic       culture to the ...
In doing this research, I was bearing in mind that the value of culture cannot be expressed only withstatistics or based o...
Creative Cultural                Spaces and           Industries                       Facilities                         ...
Methodology / Discussion        saad aqeel         15
The methodology in this thesis is a blend of quantitative and qualitative research. Furthermore, a key component in this t...
I wanted to propose a methodology where the end user       will have the opportunity to share his/her       understanding ...
Key features                 Dynamic                             Mapping method has the ability to capture the            ...
Key features           Advantages                                                 Disadvantages                           ...
Conclusion & Future direction         saad aqeel             20
Despite the limitations and challenges surrounded in cultural mapping exercise, it demonstrates a potential forbroaden and...
Future direction   Deliver                                                                                   Define(Winter...
finsaad aqeel   23
B I O G R A P H I C A L    S T A T E M E N T                  Saád Aqeel is a graduate student in Design Management progra...
Concept of             Wide view                                                         culture                          ...
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  1. 1. EXPLORING THE USE OF CULTURAL MAPPING IN DESIGNING CULTURAL EXPERIENCE MODEL SAAD AQEEL ALZAROONI SPRING 2010
  2. 2. Introduction saad aqeel 2
  3. 3. My thesis explores the strategic meaning of cultural resources. It is intended to generate thoughts and conversations, and tocreate opportunities that could become available if community works together to map their cultural resources.Understanding culture as resources for human and community development, rather than merely as cultural products andcommodities, opens possibilities of a great value, and when our understanding of culture is inclusive and broader than thetraditionally Eurocentric of “high/elite culture”, then we have increased the assets within which we can address community andcivic goals.In approaching the research, I started with the question: what elements include in the term culture? How can we describe culturalresources as strategic assets and how do we know it when we see it?The complexity surrounding the term culture and the dynamic connections with other areas require innovative tools that enablesstrategic planning and integral use of cultural resources. Cultural mapping can be very useful in this regard. So what is culturalmapping.This diagram represents the context of my topic in which cultural resources is the center of a place feeding into different aspectsof development in areas of community concerns such as economic development, health, education and training, and tourism andplace marketing. saad aqeel 3
  4. 4. Context Community Development Economic development HousingEducation and Urban design and Training planning Tourism and Place Marketing Environmental Planning Health Relationship of cultural resources with other community concerns saad aqeel 4
  5. 5. What is cultural mapping? saad aqeel 5
  6. 6. Design SolutionA map is a visual representation of an area—a symbolic depiction highlighting relationships between elements ofthat space. Places Demographics Assets Systems Flows Relationships saad aqeel 6
  7. 7. Cultural mapping “is the process of identifying and investigating culturalassets in the community and it strengths- that are either tangible or intangible…”.Cultural Planning toolkit. Creative City of Canada (2008), p.6 saad aqeel 7
  8. 8. Literature review saad aqeel 8
  9. 9. Topic analysisCultural planning Cultural mapping In order to better understand the different models and themes around cultural mapping , I have looked at a number of Concept mapping frameworks for different disciplines that can help explain the strategic importance of cultural resources. This diagram shows zooming into the proposed design solution. It illustrates the direction of the literature review starting with an overview of Cultural Planning and the strategic use of culture, moving toward Zooming-in a medium view by discussing cultural mapping, and then it zooms into Concept Mapping which shaped the direction Medium view toward the design solution. Wide view Literature review zooms from general to particular saad aqeel 9
  10. 10. In the following I will define the major poles of the debate concerning the term culture and its strategic use.In the literate there no shortage in describing the term culture. It has been used widely in different disciplines.For example, anthropological perspective, views culture as a process or a product of individual or group activities. Based on thisprinciple, culture may be defined as the total complex of spiritual, material, intellectual and emotional features thatcharacterize a social group.Likewise, in tourism and cultural events management, the concept of culture is perceived as product and identifies the symbolicmeanings attached to cultural events in its conceptual approach.Similarly, the term culture has been used to identify cultural assets and needs for development purposes. This strategic movementoperates with a broad definition of culture. saad aqeel 10
  11. 11. Literature review major poles of the debate Anthropological a process of individual or group activities in society perspective Cultural Tourism product and identifies the symbolic meanings attached to eventsCulture Europe strategic broad definition of culture to identify cultural assets approach and needs for development purposes saad aqeel 11
  12. 12. Position in the debate Culture is what counts as Holistic culture to the people involved viewThis thesis, position its debates on the contentionthat “Culture is what counts as culture to thepeople involved”. This broad-based perspectiveenables the development of a holistic model. saad aqeel 12
  13. 13. In doing this research, I was bearing in mind that the value of culture cannot be expressed only withstatistics or based on pure quantitative conclusions without considering the human aspect. Therefore, theterm cultural resources in this thesis has two dimensions:tangibles and non-tangibles. Culture also has its dynamic connections and flow, which can draw somedomains Tangibles Cultural Resources Intangibles Concept Map shows the diversity of cultural resources saad aqeel 13
  14. 14. Creative Cultural Spaces and Industries Facilities performance Festivals Community Cultural and Events Organizations Tangiblesheritage Creative industry Natural Cultural Beliefs Literary Heritage Cultural Heritage Attitudes Resources Intangibles Audio- visual Values Religions Customs tourism Visual arts Concept Map shows the diversity of cultural resources saad aqeel 14
  15. 15. Methodology / Discussion saad aqeel 15
  16. 16. The methodology in this thesis is a blend of quantitative and qualitative research. Furthermore, a key component in this thesis is the idea of visualizing the complexity surrounded the term culturalresources. This has inspired me to use this tool to demonstrate the complexity of how people engage in definingcultural resources in their communities. Idea visualization Methodology Interdisciplinary thinking Information Concept graphic mapping Social mapping Human and cultural Ethnographic geography Community Quantitative Strategy and scenarioQualitative well-being building saad aqeel 16
  17. 17. I wanted to propose a methodology where the end user will have the opportunity to share his/her understanding of what and how the cultural resources in the community can be expanded and better utilized to contribute to development. And also I needed a visual method that enable me to discover the relationship between fact, the context and the connections. And to be strategic in my approach, I shifted my conceptual framework from being a problem-focused to a building capacity-focused. Also, the approach is attentive to dialogue in which the process is based on community consultation and participatory research.saad aqeel 17
  18. 18. Key features Dynamic Mapping method has the ability to capture the complexity and the dynamic of connections between the material and non-material dimensions of culture. Unlike previous models e.g., cultural survey or inventory, cultural mapping offers visual snapshots and combines the structure and statistical support of quantitativeTransformative method, while maintaining the participatory aspect of qualitative research. Inclusive The value of this method lies in its capacity to engage people in an inclusive and participatory setting to define and assess the current cultural landscape in the community and create a framework for future cultural development plans. Characteristics of Cultural Mapping saad aqeel
  19. 19. Key features Advantages Disadvantages Cultural MappingGetting fresh perspective Community buy-inComprehensive view of culturalresources TimeLocating gaps and assessing needs CostLocating overlaps Figure 6 Force field diagram of cultural mapping saad aqeel 19
  20. 20. Conclusion & Future direction saad aqeel 20
  21. 21. Despite the limitations and challenges surrounded in cultural mapping exercise, it demonstrates a potential forbroaden and enhancing our understanding of the qualitative dimensions of how people experience, interpret andvalue diversity of cultures in which they participate. Mapping is more than gathering data, it… Is multidimensional Comines quantitative and qualitative Enables collective management and decision making Has practical use for culture and non cultural interests saad aqeel 21
  22. 22. Future direction Deliver Define(Winter 2011) The (Winter 2010) Writing idea up results Research Research Testing results puzzle questions against research Topic questions The analysis research life-cycle Scope Synthesis Purpose Concept Data Data Methodology Development analysis collection Model Hypothesis Do Samples Design Variables(Fall 2010) (Spring 2010) Figure 10 The place of research design in the research process saad aqeel 22
  23. 23. finsaad aqeel 23
  24. 24. B I O G R A P H I C A L S T A T E M E N T Saád Aqeel is a graduate student in Design Management program. His research interests lie in exploring the way design can serve as a vehicle for social innovation and community engagement. His thesis explores the multiple uses of cultural mapping methods to understand the complexity surrounding cultural resources and its strategic use for development purposes. Saád holds BA in Social Development and MS in Social Administration. As Saád continues his educational journey, he is striving to explore innovative learning opportunities in design strategies that could be applied to social design or to achieve cultural competence. saad aqeel 24
  25. 25. Concept of Wide view culture Medium view Cultural planning Concept mapping Zooming-in Proposed design solution Mental mapping Cultural mapping Medium view Cultural Wide view resourcesFigure 2 Literature review zoom from general to particular saad aqeel 25
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