Task 1 and 2
5th October 2017
Task 1: This brief is to create an installation to support the householders/consumers work package. The instillations produced and displayed in town centres will form part of our consumer campaign activity from November 2017.
At the start of task, two target audiences were chosen, and these were Aspirational Discoverers and Spontaneous Creatives. Our task was to create an idea based on one of these two areas. The aim of the installation was not only to prevent food waste, but also to make people think on how to eat healthy and recycle food packaging. We then looked at the two types of target audiences, firstly an Aspirational Discoverers ‘A young person that is passionate in life, but doesn't have the time to think about how they discard their food waste’, and secondly, Spontaneous Creatives ‘a family member who has a comfortable lifestyle but has time constraints’. We not only had to consider the target audience, but we also had to take into consideration the practicality of an outdoor installation.
During the first seminar, we discussed the different ideas and pathways we could take, these included food waste, healthy eating, recycling and the storage of food. At this point, we decided it would be better to focus in depth on one of the concepts instead of trying to briefly cover many topics. Our tutor Dick Straker, put us into pairs to work with someone that wasn’t on the same course as myself. The reason for this was that our different points of view could be collated and used for the task given. Working with someone new also provided a new creative approach to the project
Beth and I then discussed, merged and created our first conceptual impressions and ideas. Unsurprisingly, we both thought of very different things to begin with. This diagram represents a Mind Map of our ideas.
This mind map illustrates my initial thoughts and ideas and how to use food waste in a productive way as it doesn't always need to be thrown away. I began considering how to make a sculpture of a person from man-made materials such as plastics. I then thought to develop my idea by making something from nature such as a tree out of recycled and reused materials to cause dramatic irony and make people think and consider how it damages our natural environment if they saw this as an installation.
So, when I met up with Beth to exchange ideas and viewpoints she had gone along the line of costumes made out of food such as Lady Gaga’s ‘Meat Dress’. She had also considered the movement of material from when she watched the dancers from ‘Strictly Come Dancing’ and how their dresses flowed. Beth wondered how different recyclable materials would move and react with the human figure and maybe in the future we should consider this as a more practical way of making clothing.
In addition to this, we discussed how families during World War II were encouraged to recycle materials and especially not to waste food. Even ladies’ stockings were substituted for gravy browning painted on their legs. So, at this time society was more considerate in reusing and recycling things. (Image 2)
During this day and age, we are part of a consumer society and often therefore we find it too much effort to recycle and reuse. Often in our society products are easily obtainable and accessible where if something is broken we can easily buy it again.
Beth and I also discovered that our generation don't always understand what to recycle as there so many different categories and the processes are complicated. We believe that if this was made more simplified there will be a higher chance of more people recycling. If we had a better understanding of the recycling processes and not just put in to landfill site, I believe that there would be a higher chance of us being bothered to make a difference and recycle more!
The conclusion of this discussion for our installation design resulted in a focus on ‘The evolution of food waste’. Since the Second World War we have increased our food waste dramatically without realising it, so to represent this as an installation we wanted to create multiple piles of food waste starting with the smallest at the one end representing the 1940’s through to modern day. As time goes on the bigger the pile would get with very little recycling (compared to the 1940’s) just a food waste bin. We thought this would be the best rate way to represent the dramatic change in the century and would make an impact on our chosen target audience if they saw it in public.
Dick then requested for an original photo that represented our idea so I submitted and mouldy potato from my kitchen. Most people would think tooth only be able to throw this out and that it was now considered a waste product however it could become multifunctional by putting in the food waste bin and turning into compost instead of going straight to landfill. (Image 3)
12th October 2017
We began this seminar by discussing in pairs ideas from over the past week and surprisingly we all took a different view on the brief.
Group 1- The focus of their discussion was the ‘Disfigurement of vegetables’ and how these would be classified as waste in the farming industry. The current view held by the industry is that disfigured vegetables do not have the same aesthetic appeal as normal pieces of vegetables.
Group 2 - This group looked at how if we use paper packaging instead of plastic nothing needs to be wasted. This group also visited a convenience store where everything was 100% recyclable, in this store the customers were given paper bags, and everything was in glass jars and made from waste materials.
Group 3 – This group looked at food waste and using the ways to make an artistic sculpture along similar lines to Beth and I however, they looked at the artist Nicolas Rafn created jewellery adverts from food to look like fashion.
Group 4 - This group put one of the target audiences into practice as they realised they were a victim of the aspirational discoverers category. Within the household they found leftover food from the previous night that they had been too busy to clean up so it became waste when it was practically good enough to have been eaten. They then edited all her food waste and took a selfie and puts the food where her face would be to show that everything you waste should be looked at more clearly. They to inspiration from the work of Klaus Enrique who is an artist that creates faces out of food.
For the second task, we moved on to a new subject matter of, ‘A Monster Calls’. This is a book from which a play script and a film was made. Dick Straker chose this as a starting point for all our different course pathways as it links to each one directly. It was a very sensitive subject because the story is about a woman who dies of cancer and how her young teenage deals with the situation. The text in the book is presented in a very creative and illustrative way which adds to the atmosphere and makes the reader want to read it. He then gave us two sections of text to look at; first part where the Yew Trees appear and next part, the Second Tale which is about an apothecary. A discussion took place about how the monster is a Yew Tree and why this is the best choice for the character. We realised that Yew Trees were evergreen but poisonous and they lived for at least 500 years which are all qualities that merge well with the monster.
From this point, we were split into two groups of five to discuss our first impressions of the text and genuinely how it made us feel. After reading the first extract about the entrance of the Yew Tree the opening scene came across very eerily that gave the story a clear setting of atmosphere and an emotion they wanted the reader to imagine. Also, the images on the page had an impact on my initial response, which can also be seen on Image 4.