Cultural Blocks

Some months back there was a discussion on the subject of 'Associational Block'. As with this subject of blocks there can be considered other aspects of the thinking process that can also create blocks. Many of these aspects are subconscious and hard to even notice, but do exist. The process by which 'Cultural Blocks' affect us not only reside in us due to long exposure to their influential promotors, but also as a deep seated passion that is based on many aspects of the culture we have come from. It should be pointed out that these blocks are not a controlling factor in our decisions on every aspect of our choices. If fact they are rare to spot, but at the same time do exist, and can exist in such a way that you are not aware.

Due to the natural process of cultural development we tend to take things for granted. Many of these things can include music, art, food, and fashion. All of which by the way can be considered forms of design. However, when the notions of culture start to include the notion of patriotic aspects to our daily chore of living, we can see how even food can be controlled by the way we eat. A good example of this was when I was in a supermarket with my Greek girlfriend. She had never been to England before, and so was a little (what could be said here) blinkered to aspects of the new English culture over her own. We walked down the aisles and I was deciding on things to take. Almost every time I was about to take a product that she had an appreciation for in her own country, she said: "No, you have to find Greek wine (for example), its the best in the world." At the time I found this amusing, but it draws a good perspective to the notion that people are strongly affected by the cultural identity that has built them.

When this comes to thinking, or design, then there is what is known as a block created. This block can be formed in a harmless fashion. Much as the choice of wine is. Or it can be a deep seated attempt to control the outcome of something based on a very strong prejudice. A simple example of this could be seen in two related events. The first would be if you asked a designer to design a poster and to use as its driving force the term, "Patriotic". Now depending on the country of origin of the designer and his own connection to his own cultural identity, there is a strong chance that colours in any design used will be based on the national colours of the designer's home country. Another example appears quite a bit in the teaching I do in the college. Regardless of the theme there is a strong dependency in using blue and white in the colour schemes. This is simply because the national colours of Greece are blue and white. People are not aware of this connection, and it isn't saying that its wrong. Sometimes the design could and does work well with this colour scheme. What is important to understand is when when it controls an initial choice based on a subconscious drive to use those colours then a more appropriate option is being overlooked.

Cultural blocks are not simply promoters, they are receivers as well. The simple action of needing to make choices will have the block standing as a guardian to what we think is more appropriate based on our cultural development. A very good example of this is who different cultures find what other cultures find disgusting to eat, even though totally acceptable and part of another culture. The downside of this and potentially destructive aspect to it, is the continued promotion of cultural prejudice, or even the extreme racist aspects of cultural diversity. Because cultural development is unaware then the barriers we build against others can also be seen as sublime. However, there needs to be a question raised to the use of anything that is based on some other culture. Recently I was asked to help a student develop a storyboard concept for a mock 'Campbell's Soup' advert. She presented me a visual idea, and was shocked when I instantly had an objection to it. To her, it was funny. To me it was offensive. Not to me, but to another culture. One of the aspects of growing in a multicultural society such as England can aid in the awareness of cultural issues, even though not a total safeguard. For the girl, living in Greece, that has a small African population, the thought of having several native African warriors dancing with bones in their noses was quite acceptable. Even after explaining to her that she was being unintentionally racist, as it was a subconscious action to choose them, she still protected the idea as being good and not prejudice.

Cultural blocks are a hard aspect to protect against, when they occur, but can be avoided. Simply, like all other block, ask a series of questions to aid in the simple understanding of how other people will see the design, or whatever. Never think that what you think is always the only necessary vetting device. This is because we hav all come from somewhere, and that inherently derives a prejudice, even if unintentional. We all do it.