Conceptual Approach

Conceptual Approach

CONCEPTUAL FRAMEWORK

“Meaning is not transmitted; it is constructed.”
— Jerome Bruner

In a globally connected world, working across cultures is part of everyday life. This workshop explores intercultural awareness as a process of shared meaning-making shaped by dialogue and mutual respect. Through teamwork in diverse groups, participants experience how different perspectives strengthen communication, collaboration, and problem-solving.

The workshop project centered on cultural differences in everyday life — including food traditions, transportation habits, and nonverbal communication such as gestures and facial expressions. These themes were explored in intercultural teams and translated into clear messages and visual narratives developed through animation.

TARGET GROUPS & ROLES 

Primary Target Group

Indonesian animation students from the Faculty of Arts and Design, Universitas Sebelas Maret (UNS), Surakarta, Indonesia

  • Develop intercultural competence
  • Strengthen concept, marketing, and animation skills

International Contributing Group

Universitas Sebelas Maret (UNS) – Indonesian Language for Foreign Speakers (BIPA)
Faculty of Cultural Sciences
International students from India, Myanmar, Turkmenistan, Rwanda, and Sudan

  • Act as cultural insiders and sources of cultural knowledge
  • Provide real-life perspectives and examples

This role distribution ensures authenticity and mutual learning. In addition, the BIPA students gain practical skills in design, concept development, and marketing.

LEARNING OBJECTIVES

1. Intercultural Competence

Participants gain awareness of:

  • Cultural differences in behavior, communication, and ways of thinking
  • Nonverbal communication, symbols, and everyday environments
  • Stereotypes, attitudes, and gender roles

In collaborative teams, participants:

  • Leverage cultural diversity to foster creativity
  • Recognize and resolve intercultural misunderstandings
  • Collaborate effectively in respectful multicultural teams

2. Intercultural Marketing & Communication

Participants develop competencies in:

  • Creating short, high-impact communication assets
  • Adapting messages to different cultural contexts

Application fields include:
NGOs, branding processes, tourism, and public institutions

The design process involves:

  • Researching cultures and target groups using real cases
  • Designing, testing, and iteratively refining concepts and drafts
  • Testing and adjusting tone, appropriateness, and effectiveness

3. Animation Concept & Technique

Participants acquire practical insight into:

  • Concept development and storyboarding
  • Producing short animations using Canva Animation and selected professional animation and audio tools

The focus lies on clarity, storytelling, and cultural sensitivity, rather than technical complexity.

 

OUTCOME

Participants develop the ability to communicate complex intercultural insights clearly, respectfully, and creatively, thereby building intercultural design competence. At the same time, they gain practical experience in intercultural teamwork, design processes, and animation-based communication.

by Prof. em. Susanne P. Radtke
Intercultural Awareness – Intercultural Design Workshop 2025