Book & Magazine: Alternative Book and Magazine Cheung Ching Man 11067106 Hui Wing Man 11067120 Choi Sin Hang 11059317 Kam Cheuk Lam 11059379 Chung Choi Yi 11067091 Tsang Fung Ki 11067065
How alternative book and magazine ingratiate local people under the fast food culture in Hong Kong nowadays?
Content 1. Research Background - Ivy 2. Definition of “Alternative” vs “Traditional” - Lum & Christy 3. Case study of alternative book: Hong Kong Pop Up Series - Content: Lum Design Element: Ivy Summary: Christy 4. Case study of alternative magazine: 100 Most - Content: Chelsea Design Element: Carmen, Eunice Summary: Eunice 5. Conclusion - Eunice 6. Q&A - Carman, Chelsea, Eunice
Background Fast food culture! Generalisation!
Background Live in fast food culture >>> Standardize the procedure >> Effective and efficient >>> Fast pace >> Reduce the time cost >>> More understandable >> Convenient but convenience comes at a price >>> Have similar style and format >>>“Copy and Paste” >>> Lack of uniqueness
Background Reading habit of Hong Konger
Background Definition of Reading : ● Read at least 10 pages of a book (Except newspaper, magazine and academic readings) But… alternative magazine can be a means to attract people’ attention before having a reading habit >>>might build up a new reading trend
Background According to the research did by SHKP Reading Club , In 2014, ● Only 40% of interviewees have reading habits in last half year ● In an average, each person read 1.7 books ● Spent 1.3 hours in reading per week
Background Reasons behind this phenomenon, ● Live in a fast paced city ● Too much entertainment ● High social pressure ● Lack of time and room for reading
How alternative book and magazine fulfill the taste of Hong Konger?
Definition Bound non-periodical publication having 49 else Book more pages ( UNESCO, 1964). A mechanism for providing people with current information on a broad range of topics on a regular Traditional basis. It is instructive to think of magazines as Magazine belonging to one of three categories: trade, news, and consumer. (Campbell, 2008).
Definition With reference to the alternative book lists on goodreads.com, it included 20 categories, such as Book Cult Classics, Fictions, Indie, Historical Romance, Picture Books, Political & Social Poetry, etc. Alternative ● Under Alternative Media ● Provide alternative information to the mainstream magazine in a given context, whether they are Magazine commercial, publicly supported. ● Differences from mainstream magazine: eg. content, aesthetic, modes of production, modes of distribution, and audience relations (Atton, Chris, 2002).
Hong Kong Pop Up Series 香港彈起系列 ● Kit Lau 劉斯傑 ● Published in 2009, by Joint Publishing ● Mainly focus on local culture and public memories ● Each book has a theme about Hong Kong ● 6 pop up books of the series (up until now)
Hong Kong Pop Up Series 香港彈起系列 Content ● The first pop up book of the series ● Inspired by the story of Kit’s grandparents ● Focus on some historical architecture ( 廣式唐樓、木屋、徙置區、九龍城寨、 公屋及商住洋樓 ) ● Bilingual introductions are provided in the book HONG KONG POP UP (2009)
Hong Kong Pop Up Series 香港彈起系列 ● Ground public transportation ● Covering bus, mini-bus, taxi, tram, train, and the Peak Tram ● introduce the history and story of the above transport ● some facilities are reappeared in the book (e.g. taxi road traffic) HONG KONG POP UP - HONG KONG GROUND PUBLIC TRANSPORTATION (2011)
Hong Kong Pop Up Series 香港彈起系列 ● Street food stall ● Many stalls have vanished under modernization ● Salute the street food hawker ● The classic music (Blue Danube) from ice-cream car has applied in the book HONG KONG POP UP - STREET FOOD STALLS (2011)
Hong Kong Pop Up Series 香港彈起系列 ● Expresses Chinese festivals celebrated in HK ● Recall local memories ● The highlight is the fire dragon with the aid of red fiber optic in Mid Autumn Festival ● Includes a board game which allows readers to adventure through both Chinese and Western festivals in HK HONG KONG POP UP - FUNTASTIC FESTIVITIES (2012)
Hong Kong Pop Up Series 香港彈起系列 ● Street Stalls ● Introduce the street culture of Hong Kong ● Insert scenes of old districts like Woman Street in Mongkok, newspapers stand and various stalls HONG KONG POP UP - BOXES LIKE STREET STALLS (2012)
Hong Kong Pop Up Series 香港彈起系列 ● Reconstructs the most representative playgrounds and parks of Hong Kong e.g. Kai Tak Amusement Park Lai Chi Kok Amusement Park Ocean Park ● Involved playgrounds of public housing estates ● The collective memories will be appeared HONG KONG POP UP - CHILDREN'S WONDERLAND (2013)
Hong Kong Pop Up Series 香港彈起系列 Mobile Delights by the Cartful Design Elements ● Pop Up >>> Three dimensional illustrations pop up when the book is opened Origin of Pop Up: The first Pop up book was created in 1240 which was used by the monks to help calculate holy days.
Hong Kong Pop Up Series 香港彈起系列 Design Elements ● A cartoon character repeatedly shows up in the Pop Up book. >>>Link up all the ideas >>>Act as a tour guide by introducing different food carts >>>Easily accepted by the reader, especially children Character: >>>Warm colors: Mainly yellow and orange >>>Formed by simple lines and geometric shapes >>> Cute and easily recognised
Hong Kong Pop Up Series 香港彈起系列 Design Elements ● Have lots of illustrations >>> Act as tool to depict what the food carts are >>> Assist the reader’s understanding >>>Receive clear images
Hong Kong Pop Up Series 香港彈起系列 Design Elements ● Interactive design is included >>> Create a story by the reader’s imagination >>> Imitate the setting of food carts >>> Flap the paper up and down, so it is changing the illustration
Hong Kong Pop Up Series 香港彈起系列 Design Elements ● Break the traditional layout of a book >>> Inject paper craft elements into the book >>> Fully use the space >>>Expand the book content in a different ways
Hong Kong Pop Up Series 香港彈起系列 Design Elements ● Not only visual aid, audio element is also included. >>> Play the sound of Mobile Softee >>>Recall the memory >>>Another special means to catch the attention
Hong Kong Pop Up Series 香港彈起系列 Summary Content: ● First Pop Up Book Series with HK history & culture ● Music, Board Game also applied in the book -> Recall Local Collective Memories Design elements: ● 3D illustrations, interactive design -> Reader - friendly ( Esp. Children) ● Innovative layout, audio element -> Extend readers’ imagination
Highly ingratiate with nowadays Hongkongers under the fast food culture - Very intensive introduction about the special elements in HK -> Can finish the book very fast - Colourful and interactive -> attract readers’ eyes - Stressed in Collective memory ->the trend of preserving local culture as well as rethink identity HK People Characteristics - New Design (Pop up) -> always interested in something new - Multi- functional book -> Suit the characteristics of Multi-tasking
Magazine: 100 毛 (100 Most) ● Roy Tsui, Seven Chan and Bu ( 林日曦 , 陳強 , 阿 Bu). ● Chinese weekly magazine in Hong Kong ● First published: March 2013 ● Target audience: Hong Kong citizen Young Adult (aged under 40) ● Magazine name: ● 毛 → Same pronunciation with most ● gimmick in content :100 most hot local affairs in week 《 100 毛》第 89 期 ● gimmick in price ($ 10 =100 毛 ) 【人際 啟 示錄 Interpersonal 】楊千 嬅
Magazine: 100 毛 (100 Most) Selling point ● HK convenience store (>1300) & Newsstands ● 7-Eleven (912 till March, 2014), Circle K(330),VanGO(80) ● convenience (saves time) Price ● $ 10 (100 毛 ) ● Reasonable
Magazine: 100 毛 (100 Most) Content - pick up the popular 100 news weekly ● related to city's current affairs, culture and politics ● e.g.Umbrella Revolution, HKtv ● help audiences to have a quick review on those affairs
Magazine: 100 毛 (100 Most) Content - Short article better than the long one ● Article: ~100-150 words (in average); not more than 500 words → Emphasize 「看得完．剛剛好」
Magazine: 100 毛 (100 Most) How can the short articles ingratiate the local under the Fast food culture? ● Hong Kong people -- less of spare time → X Read for a long period without any disturb ● 100 Most → Fine and short message, good use of space → easy to read → convey message quickly → Just 1-2 minutes to read one article ( Fast ) → Reader got the message in a short period → Stop reading easily whenever they want
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