Asian Creative Architecture, Art and Design

Sculpting Light: The Impact of Photographic Lighting on the Perception of Musculature and Physical Aesthetics Through the Homo Gaze

Ekathep Michaels — 2024-12-20

This study explores the impact of photographic lighting on perceptions of musculature and physical aesthetics through the homo gaze among 350 openly gay men in Bangkok. Employing three advanced lighting setups—split and fill, Rembrandt with black foam, and split overhead non-fill—this research methodically assesses how different lighting conditions influence visual perceptions across three body types: endomorph, ectomorph, and mesomorph. Participants rated muscular definition in images using a structured scale: defined, less defined, or unchanged. A comprehensive mixed-methods approach, integrating quantitative surveys and qualitative interviews, captures detailed emotional and aesthetic reactions. The findings demonstrate that lighting not only significantly alters perceptions of musculature but also shapes broader beauty standards within the gay community. By illustrating the crucial role of lighting in photographic art and design, this study contributes to visual culture discourses. It underscores the importance of inclusive aesthetic standards and the enhancement of visual communication for commercial purposes, offering strategic insights for engaging diverse markets.

Evolution of Street Food Management in Asian Metropolises

Montouch Maglumtong — 2024-12-20

Metropolises around the world witness the social disputes over the use of public space, especially those concerning the existence of street food. This article aims to study the development of street food management in Asian metropolises in four countries, including Japan, Singapore, South Korea, and Taiwan, both in terms of policy and operations for lessons learned in spatial management and providing application guidelines to street management in Thai context. The research methods included collecting secondary data from related research documents, along with collecting primary data on the format of street food in the metropolis. The results showed that the development street food management can be divided into 3 stages, including the developing economy stage, the high economic growth stage, and the developed economy stage. In Japan, there were regulations for street management, which did not allow any trading activities on the street. In Singapore, street management relocated the activities into the Hawker Centre where it developed into a UNESCO World Intangible Heritage. In South Korea, there was a progressive formalization and lively street management scheme used to attract tourists. Just like in Taiwan, it was organized as an inclusive night market. The principle for street food management can be divided into 3 components, including registration and licensing, allocating designated space, and management tools. These lessons learned can be applied to Bangkok under the concept of inclusive street management that takes into account of inclusive management with the livelihoods of socially vulnerable groups, providing convenient walking and transportation space, preserving the street life and vibrant street food culture, and maintaining the legitimacy of the use of public space. This will create a balance between pedestrian users and street food vendors.

The multifaceted aspects of agricultural landscape value and agricultural landscape valuation exhibit diversity

Umpa buarapa — 2024-12-20

The agricultural landscape is a synthesis of human culture and natural environment. This cultural landscape possesses a distinct identity and holds significant importance. Both urbanization and agricultural operations have an impact on the values and environment of agricultural landscapes. Numerous global organizations have implemented policies that protect and address environmental issues in agricultural areas. However, Thailand still emphasizes on economical values. This study, therefore, aims to evaluate the worth of different agricultural landscapes and apply this assessment to the agricultural landscape of Thailand. By thoroughly examining relevant organizations' documents, research papers, publications, and policies, the agricultural landscape has been established to have multiple dimensions, including both natural and cultural elements. Agriculture processes that contribute to the distinctive landscape of agricultural Landscape have varied degrees of value across multiple aspects, such as (1) The value of cultural elements that can be physically perceived for their historical values, antiquity, and uniqueness; (2) Agriculture and traditional natural values, including local flora, water sources, tree clusters, and landforms; (3) The wisdom-based approach that enhances the value of agricultural land by promoting the development of natural and semi-natural agricultural landscapes that align with the original ecology; and (4) The aesthetic value and beauty of the place that make it an attractive destination for recreational, agricultural, and cultural tourism. The purpose of agricultural landscape assessment is to safeguard their inherent qualities, restore depreciated value, and plan for development. Finally, the evaluation consists of four primary indicators. This assessment utilizes a quantitative evaluation to assess the land cover as well as a qualitative evaluation to assess intangible dimensions such as aesthetics and attractiveness.

The Perceived Value of Products Create from Natural Waste Materials and Differences in Perception of Demographic Groups by Generational Theory

Chanon Tunprawat — 2024-12-20

The objectives of this research are 1) to analyze the characteristics of the sample group's perception of the value of products created from waste natural materials and 2) to analyze differences in the perceived value of products created from waste natural materials between the sample groups according to generational theory. The population in the research was a group of people interested in handicrafts and home decoration products born from 1946 - 2010. The sample group consisted of 400 people, selected by quota sampling, divided into 4 groups by generational theory with 100 people per generation. The research tools were 1) the 7-rating scale of the perceived value questionnaire, and 2) the works created from waste natural materials as a stimulus. Data analysis used descriptive statistics, frequency, percentage, mean and standard deviation, and statistical tests 1) Factor analysis and 2) Analysis of Variance.

This research found that 1) the perception of value of products created from waste natural materials among the sample group had the highest overall perception of value. Products are not devalued by perception, and 2) The sample group determined according to generational theory has a significantly different perception of the value of products created from natural waste materials. Generation Z has the highest overall perceived value, followed by Generation Y, Generation B, and Generation X.

The participatory design process for revitalization of vacant land within the municipal area of Nakhon Ratchasima City

Nithi Lisnund — 2024-12-20

Vacant land in communities play a significant role in their development, benefiting the public. A participatory design process can help create innovative solutions for revitalizing these vacant areas. In the case study of the municipal area of Nakhon Ratchasima City, this research project was conducted by surveying vacant areas to identify potential locations for revitalization. Data were collected from 400 questionnaires to determine how these spaces are used. The participatory design process involved community members as users and designers, to collaboratively brainstorm and implement solutions. The study found that in the municipal area of Nakhon Ratchasima City, there were vacant spaces owned by the state, such as Treasury Department (Ministry of Finance), Expressway and Rapid Transit Authority, State Railway of Thailand, Military land, Monastery land, totaling of 160.72 rai. These spaces can be divided into two categories: 1) unchanged community spaces, like those of Treasury Department, Ministry of Finance, Expressway and Rapid Transit Authority, and 2) transformed community spaces, like those of State Railway of Thailand, which had been repurposed for government offices, military housing, and open space. The vacant space, especially the underpass area managed by the Expressway and Rapid Transit Authority, was identified as a potential location for revitalization to meet the community's needs as a public space. Therefore, it was chosen as the pilot area for this participatory design. Through community engagement activities, including discussions, design trials, and presentations, it was determined that involving the community in the design process was crucial. Factors identified for revitalizing vacant spaces included creating spaces suitable for all ages, organizing continuous activities, and utilizing state-owned vacant land for public benefit by focusing on environmental restoration and promoting social activities to enhance quality of life.

Transformation in Condominium Types and Appearances in Bangkok 1990-2019

Montouch Maglumtong — 2024-12-20

This article aims to analyze the socio-economic changes and the architectural transformation of condominium types and appearances in Bangkok between 1990 and 2019. The research methods included collecting secondary data from related documents, reports, and articles. In addition, primary data were collected on 228 condominium buildings in Bangkok, including the city center, the inner suburbs, and the suburban areas. The result showed that the transformation of condominium types and appearances from the 1990s to the 2010s had been diverse, with locations shifting from being concentrated in the city center to the suburbs. In terms of building heights, there has been a change from low-rise to high-rise buildings. In terms of the number of residential units, there has been a clear change from small projects of less than 200 units to large projects of more than 400 units. In terms of price per square meter, there had been an increase from middle price level to high price. For architectural changes, it was found that the condominium façade had changed in five main styles: modern, postmodern, contemporary, neoclassical, and futuristic. The direction in the last decade was mostly focused on futuristic and contemporary. In terms of façade covering materials, there has been a change from painted cement walls to mainly using aluminum composite and glass. And, the color scheme of buildings has changed from white and ivory painting to grey, black and blue materials. Thus, condominiums in Bangkok reflected the city's evolution into a modern metropolis, with a variety of housing options that supported different income levels and lifestyles, a mix of architectural styles, colors and textures of buildings of different heights coexisted in the neighborhood. It created a beauty from the differences and diversity in the cityscape atmosphere.

Creative works areas in a Design Studio for the return to use of area after the pandemic situation, Case Study: Interior Design Program, Walailak University

Chitipat Pramsanga — 2024-12-20

The global higher education design studios in the past have been similar in terms of functionality, both the teaching process and the usage area format, including furniture or supporting equipment. The question is whether the physical appearance of the studio still meets the behavior and needs of users after returning on-site after the COVID-19 pandemic? How should the space arrangements for creative work or design projects be adequate according to the classroom problems? This research was conducted in the context of learning design at the higher education level in Thailand, and therefore the user behavior and requirements of interior design students and instructors were surveyed. The result showed that there were 2 essential patterns of behavior, namely "Creative work-related behaviors" and "non-creative work-related behaviors", which were related behaviors. The study found that before pandemic and post-pandemic spatial needs were not different, as teaching methods and user behaviors remained the same, but there was a clearer need to create suitable environments. When designing creative workspaces within studios, consideration must be given to the layout of the space that supports the behaviors and needs of users, both students and teachers, which may vary across different educational settings or curricula.

Suggestions for A Framework for Considering Industrial Heritage in Thailand from A Critique of The Concept of Valuing

Supradith Chitagon — 2024-12-20

This study proposes a framework for evaluating industrial heritage in Thailand, addressing the limitations of current international criteria. Of the 50 properties inscribed on the World Industrial Heritage list, only eight originate from countries that did not undergo the Industrial Revolution, all of which were Western colonies. An analysis of Outstanding Universal Value identification and industrial heritage conservation concepts reveals a persistently Eurocentric approach, which emerged in Europe and subsequently spread to other regions. This approach remains fixated on the Industrial Revolution and European industrial management in other regions, necessitating that countries in various regions understand their specific contexts to properly evaluate their industrial heritage.

The research aims to develop a framework for assessing industrial heritage in Thailand by examining international industrial heritage criteria, conducting in-depth interviews with stakeholders in selected study areas, and critically analyzing these findings within the context of Thai history. This historical context encompasses the periods influenced by the Industrial Revolution, Western colonialism, and modernization. The study employs three primary variables: international industrial heritage criteria, historical perspectives, and heritage value definitions.

The findings indicate that the degree of connection between a property and its social context is a crucial determinant of its value and significance. The research identifies two pivotal historical scenarios for Thailand: its status as a semi-colonial state and the formation of a modern nation-state centered in Bangkok. These perspectives provide a more comprehensive understanding of the social contextual connections of industrial properties in Thailand and their evolving values.

Based on these insights, the study proposes a framework for evaluating industrial heritage in Thailand, addressing five key dimensions: definitions, timeframes, authenticity, categorization, and values. This framework challenges the Eurocentric approach by emphasizing the need for a contextualized understanding of industrial heritage in non-Western countries, particularly those that did not directly experience the Industrial Revolution but were nevertheless impacted by its global ramifications.

Nostalgia in Shaping Place Branding: Pho Klang Street in Nakhon Ratchasima old town

Marisa Hiranteeyakul — 2024-12-20

This article aims to explore the value of identity from the potential of Pho Klang Street in the old town of Nakhon Ratchasima, in various dimensions that are connected to the people. This identity is built from the essence of the neighborhood towards creating place branding to drive creative neighborhood development through social participation. This research is qualitative, using a study method from field surveys combined with structured interviews. It evokes a sense of nostalgia linked with collective past experiences of people, reflecting relationships with and attachment to the place. The study involved interviews with informants using chain sampling, divided into three age groups: children and adolescents (ages 10-19), adults (ages 20-59), and elderly (ages 60 and above), with a total of 30 participants. Additionally, a physical survey and field data collection of the city using walking maps were conducted. The study results revealed both tangible and intangible cultural heritage, divided into two groups: 1) Lost cultural heritage that people still feel nostalgic about (3 sites), and 2) Remaining cultural heritage (18 sites), totaling 21 sites. In branding Pho Klang Street, the breakfast culture was chosen as the main image that people feel attached to and nostalgic about. This culture relates to the coffee house, a symbol of lifestyle and creative meeting places where generations converge, fostering deep relationships among the people in the neighborhood.

Thai Film and The Soft Power Concept in the International Film Industry

Ngamnis Kemachadakorn — 2024-12-20

Currently, films play a significant role as a result of soft power. Consequently, many countries have turned to utilizing soft power to enhance their appeal and persuasive power through films. This academic article focuses on studying soft power policies in the economic dimension, concerning the high-standard international film industry. It is an industry that is robust and self-reliant. The authors have compiled information from related documents and interviews with personnel in the film industry to extract lessons on the main principles, the role of films, resources, and cultural norms in films. These are intended as data for application to maximize benefits for Thailand’s film industry. The study found that soft power in the dimensions of political science and economics has different meanings in detail. The United States, the Republic of Korea, and Japan initiated the concept of soft power in the dimension of political science, aiming for outcomes in international relations. Meanwhile, China, India, and Thailand started from a national agenda for direct economic development. However, all six countries use films as a crucial resource to achieve the desired outcomes, with the intention of using films in the following aspects: 1) The United States uses the method of instilling faith for the world to accept the actions of the U.S.; 2) China uses films as a tool to present entertainment for social creativity; 3) The Republic of Korea uses a method that integrates art and economy, referred to as commercial art in film work; 4) Japan presents films that portray a friendly, neutral image as a country of creativity and imagination as well as presenting common stories that occur in Japanese culture; 5) India prioritizes the Bollywood film industry, using Hindi for communication; and 6) Thailand focuses on presenting Thai identity in films, but the characteristics of Thai identity must be deeply understood to achieve a direction in presenting Thai identity further.

Linkage of Individuals and Collective of Human through Performative Acts

Natthaphon Chaiworawat — 2024-12-20

The article analyzes the relationship between individuality and collectivity by reviewing artistic endeavors in which physical actions and reactions serve as the fundamental elements of execution. The researcher discovered the guideline for artistic practices, which entail physical actions and reactions as the essential performative process, by utilizing concept ideas from philosophy, psychoanalysis, and anthropology that relate to the occurrence of acts as the main educational framework. Numerous factors, including the interaction between the body and mind, location and time, logic and emotion, and nature and nurture, contribute to the occurrence of physical actions and reactions. Furthermore, the performative process can show how individuality and collectivity are linked through embodiment, which produces a variety of interactions through every individual's collective acts.

SOFT POWER STRATEGIES FOR LIFESTYLE FASHION BRANDS: A CASE STUDY COMPARING FASHION BRANDS IN SOUTH KOREA AND THAILAND

Weerin Santiworarak — 2024-12-20

The soft power strategies for fashion lifestyle brands are examined in this comparative case study between South Korean and Thai fashion brands, using the 5P’s framework: Product, Price, Place, Promotion, and People. The study reveals that a critical factor contributing to the success of South Korean fashion brands is the strong collaboration between the public and private sectors. The government allocates budgets and establishes central agencies to support brand image building through entertainment media, such as music, films, and TV dramas. By using well-known artists and actors to promote products, South Korean brands foster consumer motivation and widespread brand popularity. Additionally, South Korea emphasizes the importance of small entrepreneurs by providing them with display spaces, offering affordable pricing, and promoting product quality. On the other hand, Thai fashion brands stand out for their product diversity and ability to meet domestic market demands. They effectively create a brand image through logos and branding, leading to their popularity in the mass market. Their moderate pricing strategy makes them accessible to a wide audience. However, Thai brands face challenges in reaching the global market due to a lack of consistent support from the government and insufficient collaboration with the private sector. Unclear government funding and the inability to integrate products with internationally recognized artists or entertainment media limit Thai brands' global potential. With more robust support, Thai brands could enhance their identity and achieve greater international recognition.