BRANDS AND GLOBAL MEDIA CONVERGENCE - RISKS, CHALLENGES AND OPPORTUNITIES

22 January 2004
Istanbul (Turkey) - The recent convergence of multimedia and digital technologies along with the unprecedented gateway to a diverse breadth of information has opened many opportunities as well as major challenges and adverse effects.
Istanbul (Turkey) - The recent convergence of multimedia and digital technologies along with the unprecedented gateway to a diverse breadth of information has opened many opportunities as well as major challenges and adverse effects. In particular the concept of universality and global accessibility has brought with it certain risks of brand homogeneity, especially among younger audience who find it increasingly difficult to define their innate cultural values. As the world enters a dangerous period of turbulent and often unpredictable changes, it becomes more important than ever to maintain a social foundation that have its communication roots firmly connected to their national identity.

In his presentation during the 'Building Bridges' seminar in Istanbul (Turkey), Don Ryun Chang will examine some of the issues emerging with the realisation of the global information society, ranging from the problems associated with unwarranted media exposure to the fallout of what some perceive to be an era of dysfunctional culture. In addition he will introduce some examples of indigenous Korean media and brands that have succeeded to find alternative and sustainable solutions to globalisation and thereby have become independent and more socially relevant.

Don Ryun Chang is Professor of branding and design management studies at Hongik University in Seoul. He is a graduate of the University of British Columbia where he majored in Fine Arts and continued his studies at Parsons School of Design, and the California Institute of the Arts. Prior to joining the full-time academia, he was CEO of Interbrand DC&A and consulted many major corporations on strategic communication issues, including identity programs for the 2002 FIFA World Cup, Korea Telecom, The Shilla Hotel, and Shinhan Financial Group.

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About the Icograda Design Week in Istanbul:
The two-day 'Building Bridges' seminar is part of the Icograda Design Week in Istanbul (Turkey), from 27 to 31 January 2004.
Held on 30 and 31 January, this seminar is free of charge but registration is requested. Seats will be given on a 'first come, first served' basis. It will bring together designers from Australia, Bosnia/Herzegovina, Brazil, Canada, China (Hong Kong), Denmark, Great Britain, Greece, Iran, Israel, Lebanon, Russia, South Korea and Turkey to share their experiences and influences from their own regions. The seminar will showcase new perspectives on the diversity of graphic design today.

For more information and registration: istanbul.icograda.org