Gavin Parrish

BA Graphic Design Level 66FTC1035

Critical and Cultural Studies L6: Degree Essay/Report

Assessment One

Essay Title: Thai Identity and Modern Design in Commercial Buildings in Chiang Mai

Resource 1 – Every Culture Thailand

Countries and their culture. N/A. Culture of Thailand – History, people, clothing, traditions, women, beliefs, food, customs, family. (Online) Available at: http://www.everyculture.com/Sa-Th/Thailand.html (Accessed 1st of August 2016)

The online website details a geography, demographics and cultural identity and beliefs of Thailand. What is particularly interesting is the detail of traditional architecture and the makeup of the Thai modern society that website provides. The text also goes on to give important information on the graphic arts of Thailand.

The website is compiled by Advameg Inc (Advameg.Inc) as well as developing websites for public information a variety of media companies use the information they provide. They analyse a variety of information from reputable sources to provide accurate, high-quality information.

I see this resource as a good initial research in order to introduce the topic of my essay. Using the information given I can define what areas I’m looking at some specifics on Thai culture and the movements of Graphics Arts in Thailand.

Resource 2 – The Spatial Politics of the May 2010 Street Demonstrations In Bangkok

Sophorntavy Vorng. 2010. Incendiary Central: The Spatial Politics of the May 2010 Street Demonstrations in Bangkok. MMG Working Paper 12-04. 2012

The paper looks at the cultural effects of large shopping malls and lack of cultural space for Thai people it also focuses on Bangkok’s social inequalities as well as the divide between social classes and commercial space in the capital city. The paper describes the history of the Sakdina System and describes the ongoing influence of the feudal system in Thai society. It also describes in detail the modernization and commercial drive in the capital and how the economic need for commercial space neglects the needs of the common populace.

Sophorntavy Vorng is a PhD graduate from the Department of Anthropology, at The University of Sydney. She followed her PhD by working as a researcher at the Department of Religious Diversity at the Max Planck Institute for Religious and Ethnic Diversity in Göttingen, Germany, from September 2009 to September 2011. She follows her interest of social and political aspects of Southeast Asia.

The Resource is useful on multiple levels it provides with a good acquisition of knowledge on the cultural makeup of Thai persons as well as detailing the rapid expansion of commercial buildings such as shopping malls, relating them to the cultural change and the frustrations of Thai society. It’s a resource that I can use in the initial description of my essay as well as further quotations as I progress.

Resource 3 – National Identity Crisis and “Thainess”

National Identity Crisis and Thainess /Prachatai English. 2016 National Identity and Thainess / Prachatai English. (Online) Available at: http://www.prachatai.com/english/node/3303

(Accessed 3rd of August 2016)

The article relates to the resource on Sakdina and takes a more critical line. Although I’m aware of the one-sided line the article does raise some interesting points. It does detail the historical roots of tradition and how they relate to current situations and policy in modern Thailand. The article also gives an interesting perspective of how industry and how persons, not Thai are perceived and how Thais are enclosed in their nationality through the word “Thainess” which raises interesting conflicts on how shopping malls are westernised and the willingness of Thais to embrace commercially foreign looking buildings.

Frank G Anderson who wrote the article is an American Citizen who has been living in Thailand for some years; he is the editor of the Korat Post an English newspaper in the east of Thailand. He also is a regular contributor to the UPI Asia news website.

Although this resource does perceive a very critical view of the hierarchy of Thai political society it provides some interesting evidence and statements. The resource gives good information on how Thai projects, its culture to the global audience and deals with the influences of globalisation. The resource provides good arguments and comparisons with other resources.

Resource 4 – Lost Identity: The Disappearance of Thai Cultural Identity

Taweesak Molsawat 2010. Lost Identity: The disappearance of Cultural Identity, Industrial Design Department Faculty of Architecture. Arch Journal Issue 2010.

The paper looks at globalisation and the effects it has on Thai Cultural Identity and suggests how Thai society may change in the future. It also highlights the technology side of globalisation. It offers some good analogies one of which looks at hip hop with its range of influences which it relates to current influences on Thai identity.

Taweesak is an assistant professor at the Faculty of Architecture in King Mongkut's Institute of Technology Ladkrabang in Bangkok Thailand. He has written a number of papers with the main focus of challenging the direction of politics and future concerns of Thailand. He is also a recognised artist and designer putting him in good authority and background to comment on the subjects he has published.

This resource further addresses globalisation and the effect Thai identity. The resource is slightly different as it looks at technology and evaluates outside influences. It is an evaluative paper that communicates effectively current changes to culture from an architectural point of view, from which I can merge into my arguments.

Resource 5 – Preserving the Vanishing Thai Architectural Identity

Vacharee Svamivastu (2014) Preserving the Vanishing Thai Architectural Identity, Following the Commencement of the ASEAN Economic Community (AEC)

This paper gives an interesting insight into the practices and concerns of Leading Thai architects of past and present. It addresses influences through architectural design and economic western preferences of the Thai public and the effect on how Thai architects design to the client’s ideas rather than being able to express their cultural roots. The text goes on to detail ASEAN agreements and the concern of migrating architects that may have a lack of cultural knowledge of Thailand in their designs, which will add to further disparity between Traditional Thai designs within buildings.

Vacharee Svamivastu is another professor at the Faculty of Architecture in King Mongkut's Institute of Technology Ladkrabang in Bangkok Thailand; He has written one other academic paper as well as the given resource entitled Bamboo Floating Raft Bridge: Mutual Dependence of Man and Nature.

The paper is more focused on architectural design and how designers. The paper gives me knowledge of how designers approach cultural design and also evaluates current trends of designers as well as possible future movements in design thinking. The resources within the paper can be used throughout the essay helping me to draw conclusions.

Resource 6 – Globalisation and Cultural Identity

Dr.Yusuf Ornek 1997. Globalisation and Cultural Identity. Prof. Dr. Emre Kongar 16 May 1997.

The paper by Dr Yusuf details globalisation and cultural Identity in general. It evaluates the spread of globalisation with some points relevant to Thailand and its position in the world today. The paper has good arguments on the balance of economics needs and the need to keep a national identity, it looks at technology and consumer trends as well as the need for governments to generate capital to sustain growth and conflicts those needs with preserving national identity.

Dr Yusuf attended Hacettepe University Faculty of Sociology and Administration Department of Social Science in 1973 - between 1977, He gained a philosophy PhD in 1977 and between 1983 and the present he has been a professor at the University of Mainz in Germany.

The academic paper offers a more international or global evaluation of globalisation and its effects in relation to national identity. I can use the elements of the paper to compare with Thai national identity and other national Identity struggles across the world.

Resource 7 – Thai Identity, Globalisation and Advertising Culture.

Patrick Jory (1999) Thai identity, globalisation and advertising culture, Asian Studies Review, 23:4, 461-487

Patrick Joy’s book (P461- 487) has a relevant chapter on Thai identity, globalisation and advertising. Although the chapter focuses on advertising it gives a different perspective on the manufactured and moulded Thai identity by the Thai state. It also describes how companies use designs and advertising with elements of national identity combining international influences with national structure when building a brand.

Patrick Jory is a Senior Lecturer, Southeast Asian History, School of Historical and Philosophical Inquiry, at the University of Queensland. He has written numerous papers on the Thai History, social and cultural makeup as well as recent political turmoil. He has positioned himself as a well-versed professor on Thailand.

The incorporation of both international and national advertising is relevant to my focus on the three new shopping malls that I’m looking at as examples. This resource gives comparisons with resource 2 on how the marketing of shopping centres can create social inequalities.

Resource 8 – “Ad-ding” It All Up: Identifying the Thai Advertising Industry’s Success Drivers

Escolar, Richmond. "'Ad-ding' It All Up: Identifying the Thai Advertising Industry's Success Drivers." The Chazen Web Journal of International Business .2008

The paper on identifying Thai advertising success drivers is a follow on from resource 7. It complements the Thai advertising global success and identifies Thai openness to cultural and influences within the industry. The paper describes Thai consumer trends and the wide preferences of crazy to a conservative execution of advertising which has also given the industry global recognition.

The paper was published by the Columbia Business School in New York and partnered with Chazen Web Journal of International Business as an academic paper written by Richmond Ezer Escolar. He has had extensive experience working with global marketing and branding as well as in Education mostly within ASEAN and based in the Philippines. The fact the paper is published and with Richmond’s extensive experience I feel the paper has adequate authority to use as a resource.

As I mentioned the paper relates to resource 7 and provides a counter argument to the success of Thai advertising and the benefits the market provides for the economy of Thailand. It also reflects the will of some of Thai society to become more international which gives reasons for modern commercial designs.

Resource 9 – Thailand’s Second City is Becoming First Choice For Many Local Buyers

Financial Times. 2016 Chiang Mai is tempting Thais as property market recovers – FT.com (Online) available at: http://www.ft.com/cms/s/2/cd40cb42-e48e-11e2-875b-00144feabdc0.html (Accessed 6th August 2016)

This is a short article on the current status of Chiang Mai’s building boom. It identifies why Chang Mai has expanded rapidly over the past few years. Combining demographics and geographic information as well economic reasons it builds a picture of the attraction of the city and how it is a popular destination for commercial investment.

The article has been published by the Financial Times a reputable British media source, It is a recent article and written by Ian Mackinnon who has had over 450 articles published with the focus being on Asia and a good amount of the articles on Thailand proving that he has a good knowledge of the region.

The paper provides information on specifically Chiang Mai and I see as a resource to use as a prologue for my shopping Mall observations. The demographics will be useful to introduce Chiang Mai and provide a background of the environment and location of the argument.

Resource 10 – New Wave of Thai Designers Challenging Conventions

South East Asian Globe Magazine. 2016. New Wave of Thai Designers Challenging Conventions (online) available at: http://sea-globe.com/new-wave-thai-designers-challenging-conventions/

(Accessed 7th August 2016)

The article on the Globe website focuses on the changing environment of Thai Design and the new freedoms and openness with creativity that young Thai designers are expressing within the past few years. It suggests that young designers have broken free of cultural shackles that have in the past restricted their freedom of creativity. It also argues that this has led to less traditional and culturally focused designs, with global competitiveness becoming more important.

The article is published by Globe South East Asia which is a politically independent magazine dealing with South East Asia and distributed over eight countries. It targets an international market with articles covering current affairs, business, society and lifestyle. The article is written by Holly Robertson who is the Editor and has been working in journalism since 2008.

The article gives me knowledge of the evolving openness of Thai designers. It’s another element of why more contemporary, modern designs are being introduced to Thai cities. I see the information relating to Thai identity in architecture as well as globalisation effects on Thai culture. It can also relate to a conflict of how younger Thais are breaking from strong cultural bonds mentioned in resources 3, 4, and 5 in order to become more globally competitive.

Resource 11 – A Century of Thai Graphic Design

Anake Nawigamune. 2000. A Century of Thai Graphic Design (River Books). Edition. Thames & Hudson Ltd.

A century of Graphic Design is a graphic catalogue of images of Thai graphic Designs over a hundred years. It has a range of graphic designs used on a variety of materials showing different influences and assimilations of other cultures as well as traditional symbols and Thai cultural identity themes in a lead up to modern times.

Anake Nawigamune is a Thai-born Author with more than 50 titles to his name. The main focus of his published books is Thai art culture and history which he has been researching since 1972. He is also the founder of The House of Museums in Bangkok which houses private collection objects and goods dating from the sixties onward.

This resource provides good figures and images to back up my arguments. I will also use some of the images in the book to evaluate and provide comparisons with some of the photography I have taken myself.

Resource 12 – The Influence of Digital Technology On Modern Thai Typography

Supphawut Supanun. 2012. The Influence of Digital Technology On Modern Thai Typography Massey University 2015

This resource looks at modern Thai Topography and its impact on Thai cultural and identity. The paper details the style and design of Thai typography and the elements that give it Thai identity. It examines Thai aesthetics and western influence in the modern evolution of contemporary Thai typography in recent times. It also questions the loss of focus on Thai traditional identity within letter forms and typefaces.

The author of the paper is Supphawut Supanun who lecturers at Wellington Institute of Technology. Before taking up the position at Wellington he worked with graphic print and graphic design projects within the industry.

This resource is to provide knowledge of Thai Typography that I can relate to visual photography and advertising within the commercial centres of focus. The paper can compare and give reasons for choices of traditional and culturally visual typography and more modern contemporary use of typefaces.

Resource 13 – A Graphic Design Culture: A Review of Thai Graphic Design History and the Role of Graphic Designers in Thai Society

Khemmiga Teerapong, Marsha Berry, Yoko Akama. 2012. A Graphic Design Culture: A Review of Thai Graphic Design History and the Role of Graphic Designers in Thai Society. RMIT University, Australia 2012

Focusing on Graphic design this paper written for the Asian Conference on Cultural Studies investigates the history of Thai Graphic Design. It draws on the influence of other cultures and highlights how Thai graphics designers have used and assimilated designs to preserve a Thai identity.

The paper is published by RMIT University in Melbourne Australia for the Asian Conference on Cultural Studies in 2012. RMIT University is a global research university specializing in technology, design and enterprise. They hold the conference every year. The paper was written by Khemmiga Teerapong who is a Thai graphic practitioner and lecturer in Thai Graphic arts and design. She gained her degree from Silpakorn University in Bangkok, Thailand and her masters from the University of the Arts London in London, UK and is a PhD Candidate in creative media at RMIT University, Melbourne, Australia. She specialises in Thai Graphic Design Culture and how they fit into society.

The paper investigates the history of graphic design and can be connected with resource 11 and 12 to confirm evaluations of images and designs that I investigate. I can refer to the paper with regards to the assimilation of influences within designs that I observe.

Resource 14 – Thai Culture In Transition

William J Klausner, 2002. Thai Culture in Transition: Collected writings of William J Klausner. Fourth Edition .Siam Society.

The book written by William J Klausner describes the history and challenges of Thai cultural transition into a modern world. It details the ongoing difficulties of transition and problems that have arisen through Thai social structure and culture. The author gives some interesting points of view on the acceptance of some outside influences and the change in the attitude of new generations and dual nationality and siblings that have been western educated.

The author of the book William J Klausner is a New York born writer who has lived half his life in Thailand. He is a Yale graduate who arrived in Thailand in 1955. He has worked as an advisor to the Thai government and founded developed multiple foundations within Thailand over the years. He has taught law in Thammasat, Chulalongkorn and Mahachulalongkorn universities. He has also presented and regular participant speaker at seminars and debates focusing on Thai Culture.

The book has a few chapters that are relevant to my research, the notion of Thai culture in transition fits into where I have discovered through other resources. Although the book was published a while ago some parts of the text is relevant to the present social situation and Thailand and can be referenced with other resources.

Resource 15 – The Struggle to save Classic Thai Architecture

Lim Lee Min. 2007. The struggle to save classic Thai architecture article for the New York Times. (Online) available at: http://www.nytimes.com/2007/05/07/travel/07iht-lanna.1.5595665.html?_r=0 (accessed 9th August 2016)

The article describes Chiang Mai’s traditional Chiang Mai’s traditions and the history and elements of its cultural identity through architecture and location. What’s interesting and useful as a resource it’s the way it uses personal reflections from local people and qualified academics that address the modernisation of the city and their concerns. The article also describes the government’s failed attempts at preservation of cultural buildings and how local groups have taken their own action in reflection to those failures.

The article was published on the New York Times website in 2007 which is a reputable global media source. Lim Lee Min has written a number of articles on South East Asia focusing on cultural change and its effect on local people.

The paper can follow on from the information given in resource 9. It is specific to Chiang Mai and provides primary research from quotations of local people. I see the resource as providing a more detailed evaluation of the concerns and the modernisation of Chiang Mai and the big new shopping centres that my essay focuses on.

(I began to collate images of the shopping centres. I still need to collect further images)

Images: Kad Suan Kaew Shopping Mall: Old traditional Shopping Centre

Fig 1Fig 2

Fig 3

Fig 4Fig 5

New shopping Centres: Maya and Central Festival

Fig 6Fig 7

Fig 8Fig 9

Fig 10Fig 11

Image References

Fig 1

Parrish Gavin.”Kad Suan Kaew Bannner.”2016. JPEG file.

Fig 2

Parrish Gavin.”Kad Suan Kaew Spirit House.”2016. JPEG file.

Fig 3

Parrish Gavin.”Kad Suan Kaew Massage Banner.”2016. JPEG file.

Fig 4

Parrish Gavin.”Kad Suan Kaew Wooden Interior.”2016. JPEG file.

Fig 5

Parrish Gavin.”Kad Suan Kaew Water Feature.”2016. JPEG file.

Fig 6

Parrish Gavin. “Maya Spirit House”2016. JPEG file.

Fig 7

Parrish Gavin. “Central Festival Hanging Orchids.”2016. JPEG file.

Fig 8

Parrish Gavin. “Maya Floor Graphic Design.”2016. JPEG file.

Fig 9

Parrish Gavin. “Maya Typographical Floor Sign.”2016. JPEG file.

Fig 10

Parrish Gavin. “Maya Lanna Food Market.”2016. JPEG file.

Fig 11

Parrish Gavin. “Maya Art Display.”2016. JPEG file.

Other References

Advameg, Inc. 2016. Advameg, (Online) Available at: http://www.advameg.com/ . (Accessed 1st of August 2016)

TCDC, (Thailand Creative & Design Centre) Taweesak CV (Online) Available at: http://www.tcdc.or.th/downloads/Taweesak%20CV.pdf (Accessed 3rd of August 2016)

Frank G Anderson sued for defamation twice in a month by Akbar Khan and Pol Lt Col Watanasak Mungkijkandee / Prachatai English. 2010. Frank G Anderson sued for defamation twice in a month by Akbar Khan and Pol Lt Col Watanasak Mungkijkandee (Online)

Available at: http://www.prachatai.com/english/node/1673 (Accessed 3rd of August 2016)

New Mandala. 2016. Patrick Jory Author at New Mandala. (Online) Available at: http://www.newmandala.org/author/patrick-j/ (Accessed 5th of August 2016)

Linkedin (n/a) Richmond Ezer Profile (Online) Available at: https://www.linkedin.com/in/richmondezer (Accessed 6th of August 2016)

Ian Mackinnon – Journalisted.com. 2016. Ian Mackinnon – Journalisted.com. (Online) Available at: http://journalisted.com/ian-mackinnon (Accessed 6th of August 2016)

Southeast Asian Globe. n/a. Southeast Asian Globe About Us (Online) Available at: http://sea-globe.com/about-us/ (Accessed 7th of August 2016)

Linkedin (N/A) Robertson Holly Profile (Online) Available at: https://www.linkedin.com/in/robertsonholly (Accessed 7th of August 2016)

Rikker - Thai 101. 2009. Spoils From The National Book Fare, Part 1: Anake Nawigamune (Online) Available at: http://rikker.blogspot.com/2009/03/spoils-from-national-book-fair-part-1.html (Accessed 8th of August 2016)

Bangkok.com. n/a. House of Museums - Fun Museums For Sixties Sentimentals – Bangkok.com Magazine (Online) Available at: http://www.bangkok.com/magazine/house-of-museums.htm (Accessed 7th of August 2016)

WELTEC (Wellington Institute of Technology). n/a. Creative Technology Staff (Online) Available at: https://www.weltec.ac.nz/SUBJECTAREAS/CreativeTechnologies/Staff/tabid/441/Default.aspx (Accessed 8th of August 2016)

Khemmiga Teerapong – Wordpress. n/a. Graphic Design Culture, A study of Thai graphic design community, Khemmiga Teerapong (Online) Available at: https://graphicculture.wordpress.com/about/ (Accessed 8th of August 2016)

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