Week 3
reference on build a new world character ideas and enquiry fictional reference(reality causality reflects in a new world)
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Reflection
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What is working?
· Comic as a medium, which gives a heave topic like “humanity and animality”, and“civilization and nature” a lighter way to present.
· Epitomize people’s patterns using an alien image, which won’t bring offensive visual results.
· Anthropology as a research method.
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what isn’t working？
· For people who don’t know my previous study, there are too many distractions like gender, warfare, race, or identity.
· Should have more solid evidence on creating each epitomize pattern’s（different breed）, after careful research, interview or experience.
· The story itself isn’t too much related to the ordinary research topic (food, civilization, and nature), should narrow down the focus point.
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Brief
Using the Anthropology discipline method to observe and participate as part of meal replacement food eater. Through analyzing the product and the customers, try to find: what social attitudes are they presenting? What else’s problems are rising? In which way does it become evidence of the complex relationship between civilization and nature?
Method
Anthropology： a discipline, studies humanity, culture, and society
ethnography： using observing and others’ experiences to learn and study a specific group of people or culture that has its pattern. （ tool/method ）
participate observation： an ethnographic research approach, need anthropologist to enter into the target’s living environment, participate their daily routines and build up a relationship to doing the observation.
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“Getting close” minimally requires physical and social proximity to the daily rounds of people’s lives and activities.
—— Writing Ethnographic Fieldnote (2011) by Emerson, R.
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Writing
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Part I
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Observation Analyze
A black box likes some high-tech product delivered to the consumer’s home. The Logo “Huel” was designed in a non-serif font well-printed above the box. Seems to reflect the attitude of the brand, science, and standards. It is one of the best-selling meal replacement products in the UK market. The name, Huel, comes from a combination of Human and Fuel. “The future of food is inside The box.” printed on the place where open the box. In the promotion, they emphasize this product contains all of the essential daily nutrients for human beings. Sustainability is the brand value. It is vegan and uses minimal packaging and in maximum shelf life. Once you open the box, they will repeat inside, “You‘re a Hueligan now. You’ve made the right choice. Make yourself healthier, save money and help our planet.” The main target customer based on this sentence and their website would be: people who want to lose fat or supplement their body nutrition; busy people eager to save time; And people who want to protect the environment and the plant. For the first-time purchase, the box will contain two packs of products (at least two packs), a plastic shaker, two plastic measuring spoons, a guidebook, a coupon, and a black LOGO T-shirt.
The product uses a smooth black plastic food seal bag that can be re-sealed once opened. And it has an enlarged Huel logo. If repeated a large number of them are placed together, perhaps look similar to some chemical materials. Even appear in the laboratory is not incongruent, because it emits inorganic luster. On the back of the package, there is a large-scale nutrition Information diagram. The brand states their formula is based on authoritative nutritional guidelines such as RNI (Reference Nutrient Intake). This table attempts to declare its professional, rigorous, and comprehensive in proving nutrition. The functions are listed. However, the “natural” and “organic”, which have been repeatedly touted, are not reflected on the ingredient list. A lot of them are chemically extracted materials. As the “Sweetener: Steviol Glycosides” is normally processed using chemical solvents like acetonitrile, centrifuge, spray dryer, and more(). Including the micronutrient blend added, which are also the products from food and drug factories that involve multiple chemical processes. Its carbon emissions will not reduce as much as consumers expect. This bag of powder is a classic product from the modern food processes. There are no recycling signs on the entire bag. The product isn’t related to how the brand claims in either way.
The sample was flavored with chocolate, which is the best taste recommend by most consumers. Looking at the powder inside, you can smell the grain and cocoa, and it looks like some coarse flour, with slight impurities. It needs to shake with cold water and serve. The color after shaking is similar to the chocolate milkshake. This liquid doesn’t look much like food, more like medicine, or gasoline. The shaker they give has a mouth similar to the car’s fuel filler. It coupled with the name Huel, brings an illusion of the machine was adding oil. Yet when eaten, it even tastes less like any food. The taste of cocoa is only for covering the taste of the product itself, but it doesn’t work. After the initial taste of chocolate passes, the taste of grain powders emerges, like salted flour washed with cold water and sweetened with substitute sugar. Similar to the sweetener used in Diet Coke, there will be a fake sweetness that lingers in your mouth, and you can’t stop feeling it until you drink something else. Your brain feels cheated and wants something else to eat. Because it’s cold, it doesn’t fill the body with warm energy as hot food does. The whole experience, even though you feel full, there’s still a psychological hunger. Although it comes in different flavors, it still provides a boring eating experience if using it daily.
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Part II
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