Alternative Book and Magazine Cheung Ching Man 11067106 Hui Wing - - PowerPoint PPT Presentation

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Alternative Book and Magazine Cheung Ching Man 11067106 Hui Wing - - PowerPoint PPT Presentation

Dec 08, 2022 13 likes •508 views

Book & Magazine: Alternative Book and Magazine Cheung Ching Man 11067106 Hui Wing Man 11067120 Choi Sin Hang 11059317 Kam Cheuk Lam 11059379 Chung Choi Yi 11067091 Tsang Fung Ki 11067065 How alternative book and magazine ingratiate

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Book & Magazine:

Alternative Book and Magazine

Cheung Ching Man 11067106 Choi Sin Hang 11059317 Chung Choi Yi 11067091 Hui Wing Man 11067120 Kam Cheuk Lam 11059379 Tsang Fung Ki 11067065

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How alternative book and magazine ingratiate local people under the fast food culture in Hong Kong nowadays?

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Content

  • 1. Research Background - Ivy
  • 2. Definition of “Alternative” vs “Traditional” - Lum & Christy
  • 3. Case study of alternative book: Hong Kong Pop Up

Series

  • Content: Lum Design Element: Ivy Summary: Christy
  • 4. Case study of alternative magazine: 100 Most
  • Content: Chelsea Design Element: Carmen, Eunice Summary: Eunice
  • 5. Conclusion - Eunice
  • 6. Q&A - Carman, Chelsea, Eunice
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Background

Fast food culture! Generalisation!

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Background

Live in fast food culture

>>> Standardize the procedure >> Effective and efficient >>> Fast pace >> Reduce the time cost >>> More understandable >> Convenient

but convenience comes at a price

>>> Have similar style and format >>>“Copy and Paste” >>> Lack of uniqueness

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Background

Reading habit

  • f

Hong Konger

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Background

Definition of Reading:

  • Read at least 10 pages of a book (Except newspaper,

magazine and academic readings) But… alternative magazine can be a means to attract people’ attention before having a reading habit >>>might build up a new reading trend

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Background

According to the research did by SHKP Reading Club, In 2014,

  • Only 40% of interviewees have reading

habits in last half year

  • In an average, each person read 1.7 books
  • Spent 1.3 hours in reading per week
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Background

Reasons behind this phenomenon,

  • Live in a fast paced city
  • Too much entertainment
  • High social pressure
  • Lack of time and room for reading
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How alternative book and magazine fulfill the taste of Hong Konger?

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Definition

Traditional Book Bound non-periodical publication having 49 else more pages ( UNESCO, 1964). Magazine A mechanism for providing people with current information on a broad range of topics on a regular

  • basis. It is instructive to think of magazines as

belonging to one of three categories: trade, news, and consumer. (Campbell, 2008).

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Definition

Alternative Book With reference to the alternative book lists on goodreads.com, it included 20 categories, such as Cult Classics, Fictions, Indie, Historical Romance, Picture Books, Political & Social Poetry, etc. Magazine

  • Under Alternative Media
  • Provide alternative information to the mainstream

magazine in a given context, whether they are commercial, publicly supported.

  • Differences from mainstream magazine:
  • eg. content, aesthetic, modes of production, modes of

distribution, and audience relations (Atton, Chris, 2002).

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Hong Kong Pop Up Series 香港彈起系列

  • Kit Lau 劉斯傑
  • Published in 2009, by Joint Publishing
  • Mainly focus on local culture and public memories
  • Each book has a theme about Hong Kong
  • 6 pop up books of the series (up until now)
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Hong Kong Pop Up Series 香港彈起系列

Content

  • The first pop up book of the series
  • Inspired by the story of Kit’s grandparents
  • Focus on some historical

architecture (廣式唐樓、木屋、徙置區、九龍城寨、 公屋及商住洋樓)

  • Bilingual introductions are provided in

the book

HONG KONG POP UP (2009)

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Hong Kong Pop Up Series 香港彈起系列

  • Ground public transportation
  • Covering bus, mini-bus, taxi, tram, train, and the Peak Tram
  • introduce the history and story of the above transport
  • some facilities are reappeared in the book (e.g. taxi road traffic)

HONG KONG POP UP -

HONG KONG GROUND PUBLIC TRANSPORTATION (2011)

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Hong Kong Pop Up Series 香港彈起系列

  • Street food stall
  • Many stalls have vanished under modernization
  • Salute the street food hawker
  • The classic music (Blue Danube) from ice-cream car has applied in the

book

HONG KONG POP UP -

STREET FOOD STALLS (2011)

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Hong Kong Pop Up Series 香港彈起系列

  • Expresses Chinese festivals celebrated in HK
  • Recall local memories
  • The highlight is the fire dragon with the aid of red fiber optic in Mid Autumn

Festival

  • Includes a board game which allows readers to adventure through both

Chinese and Western festivals in HK

HONG KONG POP UP -

FUNTASTIC FESTIVITIES (2012)

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Hong Kong Pop Up Series 香港彈起系列

  • Street Stalls
  • Introduce the street culture of Hong Kong
  • Insert scenes of old districts like

Woman Street in Mongkok, newspapers stand and various stalls

HONG KONG POP UP -

BOXES LIKE STREET STALLS (2012)

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Hong Kong Pop Up Series 香港彈起系列

  • Reconstructs the most representative

playgrounds and parks of Hong Kong e.g. Kai Tak Amusement Park Lai Chi Kok Amusement Park Ocean Park

  • Involved playgrounds of public housing estates
  • The collective memories will be appeared

HONG KONG POP UP -

CHILDREN'S WONDERLAND (2013)

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Hong Kong Pop Up Series 香港彈起系列

Mobile Delights by the Cartful

Design Elements

  • Pop Up

>>> Three dimensional illustrations pop up when the book is opened Origin of Pop Up: The first Pop up book was created in 1240 which was used by the monks to help calculate holy days.

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Hong Kong Pop Up Series 香港彈起系列

Design Elements

  • A cartoon character repeatedly shows up in the Pop

Up book. >>>Link up all the ideas >>>Act as a tour guide by introducing different food carts >>>Easily accepted by the reader, especially children Character: >>>Warm colors: Mainly yellow and orange >>>Formed by simple lines and geometric shapes >>> Cute and easily recognised

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Hong Kong Pop Up Series 香港彈起系列

Design Elements

  • Have lots of illustrations

>>> Act as tool to depict what the food carts are >>> Assist the reader’s understanding >>>Receive clear images

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Hong Kong Pop Up Series 香港彈起系列

Design Elements

  • Interactive design is included

>>> Create a story by the reader’s imagination >>> Imitate the setting of food carts >>> Flap the paper up and down, so it is changing the illustration

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Hong Kong Pop Up Series 香港彈起系列

Design Elements

  • Break the traditional layout of a book

>>> Inject paper craft elements into the book >>> Fully use the space >>>Expand the book content in a different ways

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Hong Kong Pop Up Series 香港彈起系列

Design Elements

  • Not only visual aid, audio

element is also included. >>> Play the sound of Mobile Softee >>>Recall the memory >>>Another special means to catch the attention

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Hong Kong Pop Up Series 香港彈起系列

Summary

Content:

  • First Pop Up Book Series with HK history & culture
  • Music, Board Game also applied in the book
  • > Recall Local Collective Memories

Design elements:

  • 3D illustrations, interactive design -> Reader - friendly ( Esp. Children)
  • Innovative layout, audio element -> Extend readers’ imagination
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Highly ingratiate with nowadays Hongkongers under the fast food culture

  • Very intensive introduction about the special elements in HK
  • > Can finish the book very fast
  • Colourful and interactive -> attract readers’ eyes
  • Stressed in Collective memory ->the trend of preserving local culture as

well as rethink identity HK People Characteristics

  • New Design (Pop up) -> always interested in something new
  • Multi- functional book -> Suit the characteristics of Multi-tasking
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Magazine: 100毛 (100 Most)

  • Roy Tsui, Seven Chan and Bu

(林日曦, 陳強, 阿Bu).

  • Chinese weekly magazine in Hong Kong
  • First published: March 2013
  • Target audience: Hong Kong citizen

Young Adult (aged under 40)

  • Magazine name:
  • 毛→ Same pronunciation with most
  • gimmick in content :100 most hot

local affairs in week

  • gimmick in price ($ 10 =100毛)

《100毛》第89期 【人際啟示錄 Interpersonal】楊千嬅

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Magazine: 100毛 (100 Most)

Selling point

  • HK convenience store (>1300) & Newsstands
  • 7-Eleven (912 till March, 2014), Circle K(330),VanGO(80)
  • convenience (saves time)

Price

  • $ 10 (100毛)
  • Reasonable
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Content - pick up the popular 100 news weekly

  • related to city's current affairs, culture and politics
  • e.g.Umbrella Revolution, HKtv
  • help audiences to have a quick review
  • n those affairs

Magazine: 100毛 (100 Most)

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Content - Short article better than the long one

  • Article: ~100-150 words (in average);

not more than 500 words → Emphasize 「看得完．剛剛好」

Magazine: 100毛 (100 Most)

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How can the short articles ingratiate the local under the Fast food culture?

  • Hong Kong people -- less of spare time

→ X Read for a long period without any disturb

  • 100 Most

→ Fine and short message, good use of space → easy to read → convey message quickly → Just 1-2 minutes to read one article (Fast) → Reader got the message in a short period → Stop reading easily whenever they want

Magazine: 100毛 (100 Most)

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Content- Image & Graphic

  • Image and Graphic

→ Expressions visualized → Easier for reader to remember → Catch the readers’ eyes

Magazine: 100毛 (100 Most)

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How can the images and graphics of 100 Most ingratiate the local under the Fast food culture?

  • Human Being remember images and graphics better than words

→ Deeper impression

  • When comparing to a paragraph

→ Images and graphic convey the message clearly and fastly → Reader need less time to get the message

Magazine: 100毛 (100 Most)

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Use of Social Media

  • Upload some articles on Facebook
  • Propagate through media

Magazine: 100毛 (100 Most)

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Magazine: 100毛 (100 Most)

How can the use of social media of 100 Most ingratiate the local under the Fast food culture?

  • Hong Kong people→ use their phone whenever they have spare time

Facebook→ One of the most popular social media in Hong Kong

  • 100 Most

→ Readers: easier to get in touch with the articles in 100 Most → more convenience to read

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Design Elements- Cover page

  • good visual communication

in general: text/slogan design; colour; composition

  • in series

Magazine: 100毛 (100 Most)

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Design Elements- Cover page

  • using metaphor (以物喻人 )
  • visual elements: text/slogan design (catchy);

colour (contrast colour); composition (at the middle) → enhance visual communication

Magazine: 100毛 (100 Most)

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Design Elements- Re-creation (derivative creation)

Magazine: 100毛 (100 Most)

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Magazine: 100毛 (100 Most)

Design Elements- Re-creation (derivative creation)

Creative collision

  • humorous effect
  • audiences can get the

message immediately

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Design Elements

Signs & Irony

  • simple & significant symbols
  • space for imagination
  • reflecting the city's

current politics

Magazine: 100毛 (100 Most)

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Magazine: 100毛 (100 Most)

  • use simple graphic to express common topics
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Magazine: 100毛 (100 Most)

How can the use of design elements of 100 Most ingratiate the local under the Fast food culture?

  • Nowadays information flow→ takes part not only in mass media, but social

media

  • Social media→ enhances Cyberculture; trend of derivative creation; trend
  • f graphic information

→ enable people to get the idea from the graphic at a second

  • 100 Most→ similar approach on graphic design→ arouse audience

resonance; get the idea from the graphic at a second

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Magazine: 100毛 (100 Most)

Summary

  • Content: intensive content; explain 100 different ideas/themes in limited

words

  • Design elements: significant graphic; effective visual communication;

enable people to get the meaning behind in a few second → highly ingratiate with nowadays Hongkongers under the fast food culture In addition, 100 Most facilitates the local popular culture development and demonstrates the position changing of mass media

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Conclusion

Core values of the products Ways of Ingratiating audiences Effectiveness & Outcomes

Hong Kong Pop Up Series *Enhance the recognition of the local old culture *Raise audience awareness

  • n local conservation

*Replace the varied articles by a lot of illustrations *Local creative product 100 Most *Promote local popular culture *Raise audience awareness

  • n local affairs

*Short articles with 100-150 words *Images and graphics instead

  • f long paragraph

*Popular local magazine

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Conclusion

Core values of the products Ways of Ingratiating audiences Effectiveness & Outcomes

Hong Kong Pop Up Series *Enhance the recognition of the local old culture *Raise audience awareness

  • n local conservation

*Replace the varied articles by a lot of illustrations *Local creative product 100 Most *Promote local popular culture *Raise audience awareness

  • n local affairs

*Short articles with 100-150 words *Images and graphics instead

  • f long paragraph

*Popular local magazine Design problems solutions Creative products

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Q&A From the case study of Hong Kong Pop Up Series and 100 Most, what are the limitations of alternative book and magazine?

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Limitations Hong Kong Pop Up Series

→ Publishing cost (human-resources) → Hardly afford

100 Most

→ Content limitation because of the length of the article → Time limitation (Content)

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Reference

Campbell, R. A. (2008). What is a magazine?. Ezine Articles. Retrieved from http://EzineArticles.com/1303243

  • UNESCO. (1964). Recommendation concerning the International Standardization of Statistics Relating to Book

Production and Periodicals. Retrieved from http://portal.unesco.org/en/ev.php-

URL_ID=13068&URL_ DO=DO_PRINTPAGE&URL_SECTION=201.html www.goodreads.com/list/tag/alternative Atton, Chris. (2002). Alternative Media. Thousand Oaks, CA: Sage Publications.