Typography and the branding of culture: a methodological investigation into the way typography is used to brand cultural festivals in Australia

The observance of and participation in festivals and celebratory events is an increasingly significant aspect of the contemporary experience (Picard & Robinson, 2006). With the prestige that comes from holding culturally relevant and socially acceptable festivals that serve the discourses of “city branding” and the “creative industries” in a competitive global context; significant government, community and private funding is allocated to such events. Festivals have become a central figure of not only the political economy of tourism but also of urban regeneration and cultural tourism. Cultural festivals possess the hallmarks of destination branding or place branding and inadvertently share some of the attributes that influence visitors’ decisions to visit such destinations (Blain, Levy, & Ritchie, 2005; Cooper, 2005; Esu & Arrey, 2009; Jayswal, 2008). Branding is a vital part of this festival space and relies on typography to establish the symbolic values and representations of urban freedoms; rich histories, cultured places, playfulness and stimulation that seek to subvert our daily existence while performing the task of engaging local, national, and international visitors and participants. However, professional practices demonstrated in the design, media and arts industries have far outpaced the extent to which this phenomenon has been written about in the academic or public realm. What this paper intends is to interrogate appropriate semiotic approaches in an effort to analysing the discursive practices of typography as it performs in service to branding cultural festivals in Australia. The intention is to establish a methodology suited to the significant role typography performs within this context and to offer a contribution to design research that not only engages with the artefacts of design but with the conceptualization of designed meaning in 21st century visual culture.

Mapping the Australian archaic: reflections on black medea

Wesley Enoch’s Black Medea is explicit about what is, and what is not, its project: the chorus implores the audience not to read the narrative of its infanticidal heroine as one that demonises black women. Instead, the play affirms that its narrative can be understood differently and in a way that has a wider social significance. Taking my cue from the claim that the story is somehow ‘about everyone,’ I would like to begin unravelling the play’s relevance to contemporary contentions of Australian and indeed ‘Unaustralian’ subjectivity, particularly in relation to the discourses that seek to construct ‘Australian’ identity through an appeal to antiquity and what I describe as ‘the archaic.’ It seems to me that Black Medea presents an opportunity for thinking about the ways in which the discourses of aboriginal and classical antiquity operate to inform contemporary, contesting definitions of Australian identity. Regardless of whether these discourses of antiquity are claimed as ‘Australian’ or abjected as Other or ‘Unaustralian’ – and they have been used in both ways – they remain, I argue, formative to current conceptions of Australian identity and are positioned in the economy of discourses that comprise that arena. As will be seen, the mixed reception or ambivalence with which these complementary discourses of antiquity are treated in Australian culture gives Black Medea the potential to be situated among them in subversive and questioning ways, and in ways that may highlight the reasons for their ambivalent status.

Literacy in the new media age: creativity as multimodal design

Much of the current discourse of adolescence is best described as emblematic of modernity, as colonial, as gendered, and as administrative (Lesko, 2001) working to maintain “progressive” school literacy practices that ignore adolescents’ new “cyber-techno subjectivity” (Luke & Luke, 2001) and creativity in the “new media age” (Kress, 2003). School curricula often do not acknowledge the range of skills adolescents acquire outside formal education. Youths’ new multimodal social and cultural practices—as they fashion themselves creatively in multiple modes as different kinds of people in “New Times” (Luke, 1998)— oints to the liberating power of new technologies that embrace their imagination and creativity. In two middle years classes, adolescents’ creativity was recognised and validated when they were encouraged to re-represent curricular knowledge through multimodal design (New London Group, 1996). The results suggest the changed classroom habitus (Bourdieu, 1980) produced new and emergent discursive and material practices where creativity, through imaginative collaboration, emerges as capital in an economy of practice (Bourdieu, 1996). The findings suggest schools should recognize adolescents’ creativity—that often manifests itself through their cultural and social capital resources—as they integrate and adapt to the new affordances acquired through their out-of-school literacy practices.

Requirements engineering during global software development : some impediments to the requirements engineering process : a case study

Requirements engineering is not straightforward for any software development team. Developing software when team members are located in widely distributed geographic locations poses many challenges for developers, particularly during the requirements engineering phase. This paper reports on a case study concerning a large software development project that was completed in just seven months between users located in the UK and software developers from an international software house based in New Zealand. The case indicates that while “true” global requirements engineering may be desirable in achieving economy of resources, a “hybrid” structure of requirements engineering processes is more realistic so that lasting relationships with clients may be formed, and requirements engineering activities achieved. The main impediment to the process of requirements engineering during global software development, as recounted by the team members in this case, is communication. Communication issues may be further described in terms of four categories: distribution of the clients and the development team, distribution of the development team, cultural differences between the clients and the development team and cultural differences among the development team.

Strategic design guidance on tall buildings in the Arab region

Globally, there has been enhanced media -and public interest in tall buildings following the terrorist attacks on the World Trade Centre in New York. In the Arab region, tall buildings have also become an important topic of debate. The Middle East is set to grow significantly over the next two decades. Soaring population and jobs growth will increase demands for the better use of residential and commercial office space. This is a vital issue for the growth in the economy of the region. The number of construction sites for tall buildings in the Arab world is staggering when compared to European developments. A statistical review of tall buildings has shown for example that the United Arab Emirates (UAE) by the year 2010 will outnumber UK and Germany together in the number of 30+ floors buildings by reaching (446 UAE) compared to [243 UK(130) + Germany(113)]. Today high buildings are considered flagship developments not only in the Arab World but also worldwide that play an important part in regeneration. Tall buildings are likely to continue to be relevant to the master planning of areas with good public transport access and capacity. A successful tall building must adhere to a set of clear urban design guidelines that affect the following areas: edges, use, public space, urban integration and environmental factors. This paper addresses this issue. The challenge for architects, urban designers, and planners in the Arab world is to provide the right type and quality of new space and new place that won't undermine the question of identity. The paper explores the nature of tall buildings in the Arab region and provides examples of the positive and negative transformation of the urban environments in a number of locales. The paper concludes by drawing some guidelines for future development of tall buildings in the Arab World.

New techniques and issues in assessing walking behavior and its contexts

In the first section of this article, we discuss the metabolic responses to walking by describing the economy of walking during different locomotion velocities. Gender, weight status, and growth effects on metabolic responses to walking are reviewed. In the second section, we examine the use of technology to assess walking patterns and behavior in the community. We use an engineering approach for understanding how to measure objects that move, and these methods are used to assess walking used in transportation. In the third part of the paper, we summarize self-report methods that have been used to assess walking behavior and highlight the strengths and weaknesses of these methods. We illustrate how self-report methods are used to quantify walking behavior in the surveillance systems that are now widely used to ascertain walking prevalence and temporal changes in different populations. In the final section, we discuss ways of measuring the walkability of neighborhoods and the community to understand the influence of the built environment on walking behavior.

Teaching literacy in the new media age through the arts

Many school literacy practices often ignore youths' creativity in the 'new media age'. School curricula often do not acknowledge the range of skills adolescents acquire outside formal education. Youths' new multi- modal social and cultural practices - as they fashion themselves creatively in multiple modes as different kinds of people in 'New Times' - points to the liberating power of new technologies that embrace their imagination and creativity. In two middle years classes, adolescents' creativity was recognised and validated when they were encouraged to re-represent curricular knowledge through multi-modal design (New London Group 1996). The results suggest the changed classroom habitus produced new and emergent discursive and material practices where creativity emerges as capital in an economy of practice. Recommendations are put forth for schools to recognise adolescents' creativity - that often manifests itself through their cultural and social capital resources - as they integrate and adapt to the new affordances acquired through their out-of-school literacy practices.

Improving outcomes-based engineering education in Australia

Graduate attributes are now a ubiquitous feature of higher education in Australia and internationally, and have been part of engineering education for more than a decade. The idea of graduate attributes is an apparently simple concept, focusing on educational outcomes, rather than inputs and process. While there is evidence of some benefits in engineering education arising from the introduction of outcomes-based accreditation, there is also evidence of many short-comings of the graduate attributes approach. There would be significant value in Engineers Australia providing additional discipline-specific guidance on attribute development. There would be significant value in Engineers Australia simplifying and consolidating the current multi-document accreditation system. A genuinely outcomes-based accreditation system would be based (only) on the demonstrated individual student attainment of appropriate graduate attributes, which might be delivered/gained by a range of means, including distance education. To fully meet the letter and spirit of the law for accreditation, programs will need to adopt some method of certification of individual student attainment of graduate attributes - one such method would be the use of student portfolios.

Is off-campus engineering study off the agenda? Professional accreditation and distance education

In engineering, distance/off-campus study is an essential element of access to education for those in remote locations and/or seeking to upgrade their qualifications via the lifelong learning route whilst employed. Internationally, engineering education accrediting bodies have moved toward outcomes-based assessment of graduate competency, but are still struggling to relinquish their historical attachment to the measurement of inputs. A genuinely outcomes-based accreditation system based on the demonstrated individual student attainment of appropriate graduate attributes (which might be delivered/gained by a range of means) offers the best way forward for an equitable, representative and socially just undergraduate engineering education system that encourages suitably qualified candidates from a range of social, employment, educational, gender, age and geographic circumstances to aspire to the professional sphere of the engineering workforce. Until outcomes-based education becomes the norm in engineering, it is likely that distance learners in engineering will face significant difficulties.

Economic transition and commercial property cycles in China

Drawn from a recently completed study, this paper aims at a better understanding of commercial property cycles in the transitional economy of China. It examines the behaviour of the property submarket system in China and considers structural changes in the socio-economic system as a primary factor in addressing the research problem. The study suggests that the underlying social and economic structure has greatly determined market behaviour. It finds that radical changes can alter the formal structure (the designed structure) of the market system, including the property market structure, but cannot alter the informal structure (i.e. the emergent structure) at the similar rate. As the study shows, cycles in the commercial property market in the economic transition is largely a key resulting feature of the continuous structural change both at formal and informal levels in a way that is often imbalanced and not always consistently changing together. The same situation also applies to the transformation of inner-city built form, which is featured by a delayed change of physical building stock against the space demand trend that is underpinned by the socio-economic transition. Put simply, there is a supply lag, mainly in the form of changing land use and building stock replacement, against economic change (the business cycle). This affects the level of effective demand for office space and hence becomes a major force in shaping current office cycles.

Indigenous higher education student equity : focusing on what works

The rates of higher education access, participation and completion for Indigenous students are much lower than those for non-Indigenous students in Australia. This paper argues for a research-led focus on what works in terms of Indigenous  student equity in higher education. Undertaking independent evaluation of  existing initiatives and leveraging the experience of hundreds of successful Indigenous graduates, it may be possible to articulate some of the ways in which success has been, and can be, achieved, despite the challenges that face Indigenous students. In other words, it may be possible to articulate some aspects of what works for some Indigenous people in relation to higher education. A focus on articulating strategies that Indigenous individuals and communities might adopt in relation to higher education should be developed alongside the management of systemic problems through a range of means. The “successfocused” approach would provide one of a suite of approaches that may be helpful in addressing Indigenous student equity.

Disrobing the emperor : mainstream CSR research and corporate hegemony

Purpose – This paper aims to utilise a typological matrix as the basis to categorise various corporate-society interventions. It aims to argue that an instrumental version of corporate social responsibility (CSR) is hegemonic in both the theoretical and normative domains of mainstream research, and that this hegemony underpins an intellectual blockage that prevents the field from achieving critical reflexivity and ultimately, a justifiable raison d'e^tre.

Design/methodology/approach – The paper reflects on the extant CSR literature in the context of globalisation; presents a two-dimensional typological matrix to be used in positioning corporate-society interventions; provides examples of particular activities relevant to each quadrant of the matrix; and considers the wider political economy of CSR research.

Findings – The logical implications of the corporation as an institution behaving in increasing accordance with the normative expectations of mainstream CSR scholarship will likely lead in the direction of increasing corporate hegemony.

Practical implications – The paper proposes the adoption of the more theoretically coherent and empirically precise terms enlightened self-interest and corporate social irresponsibility in CSR and related research streams, as well as the institutional relocation of much future CSR research to disciplinary areas outside of the business school.

Originality/value – The typological matrix presented in this paper offers a new way of locating corporate-society interventions. The partial abandonment of the term “CSR” by researchers, as well as the institutional relocations of much CSR research, are original notions.

What drives technology innovation among the emerging Chinese enterprises?

In the light of rapid development of technology/knowledge intensive firms arising from the emerging economy of China in recent time, this paper is aimed at developing an analytical framework, based on the institutional theory and resource-based view, to evaluate the drivers and antecedents of technology innovation among Chinese emerging multinational enterprises (MNEs). Use of case study approach, the study examined two large Chinese enterprises in Wuhan and found that a linear sequential pattern of technology innovation did not apply. In contrast, two enterprises investigated tended to combine several types of innovation (strategic cost, organisational and operational innovation) to manage their internal capabilities and other organisational activities and routines to change, learn, adapt and create technology innovation. Our finding in this study also suggests that the key factor for Chinese firms to be innovative is more internally driven by several human resource management strategies that helped build technological capabilities effectively. Main implications of this study are that organisational human resource managers, technology and system designers should work together to design and develop enterprise management systems conducive to enhance both technology and human creativity for emerging Chinese multinational enterprises.

Shifting ground in some Australian photography

This is a report of a practice-as-research project. The chapter outlines McArdle's discoveries of means by which the pre-conscious processes of binocular vision and steropsis can be made visible in an effect which with one-eyed vision renders the scene 3-dimensional.

In the book's introduction editor Mehigan writes "[The] will to creation is only assayable once we estimate the role of the observer in the construction of space. McArdle's contribution, in engaging with the question of the animating presence of the observer focuses not just on what is caught in the lens of the photographer at the moment of depiction, but how the photographer's movement through space is the 'force field' that insinuates itself into the landscape and enters into a reciprocal relationship with it. The schematism of Euclidean geometry, for this reason, cannot account for the truth of the photographer's images; McArdle's metaphors are singularly non-Euclidean in their description of how objects are held together in the imaginative space of mental awareness."

Water in the Indic Traditions

The essay critically discusses the predominant role played by water in the lives of people from Vedic times to the present day, in the Hindu world. A number of ceremonies both happy or auspicious-making and secular have been associated with water. Several hymns of the Vedas, Brāhmanas, Mahābhārata, Āgamic and Purānic texts are drawn upon to bring out the legends and myths, and genuine beliefs, connected with water that underscore the sacred and profane, purificatory, healing and resuscitating dimensions of water. The essay treats readers to many ancient motifs concerning the pervasive value and utility of water. These comprise, variously, sacrifice, fertility rites, water-medium birth, divine metamorphosis, self-conceiving cosmic birth, totemism life-cycle rites, sanctifications, consecration and installation of icons and edifices, food rituals, monsoon rites, to pacifications, possession and exorcism, death, after-life and rebirth rituals. Reference is also made to the ecology of water resources, the economy of water scarcity, ‘war-wars’ or water imperialism, and water justice in the socio-political arenas of post independent India, in a rapidly liberalising and globalising world. In that regard practical applications of the knowledge-base are explored through the work of NGOs and Water Swamis in the subcontinent.