Multiculturalism in graphic design

MULTICULTURALISM IN GRAPHIC DESIGNCeren BULUTABSTRACTAlthough multiculturalism is not a new term for the world, it is a relativeconcept in graphic design. Multiculturalism can be seen, if different ethnic andcultural groups are present in the community. Multiculturalist graphic design, couldbe visualized in graphic design of multicultural communities or in brands which usesthe multicultural marketing strategies. Varies of sources about graphic design andmulticulturism have been scanned during this research.The biggest problem in this research was, to explicate culture and graphicdesign relation over local culture, global culture and multiculturalism. With this aim,local culture and graphic design relation, has been discussed in the first chapter. Inthis regard, culture has been explained as a concept. Samples of local culture hasbeen examined in historical perspective and compared with modern andcontemporary graphic design samples.In the second chapter, global culture has been discussed over globaleconomy and globalization. Branding and cooperate identity concepts has beenexplained in order to understand global culture and graphic design relationship.Global culture has been observed as a monocultured and overall system pushed byeconomic capitalism of western countries and especially United States of America.Especially American brands and sectors, their mass production/consumptioncentered marketing strategies has been chosen for explaining global graphic designsamples.Multiculturism has been explained and identity, cultural identity and languageconcepts has been discussed in the third chapter. Graphic design samples werechosen from multicultural countries and brand which represent multiculturalmarketing strategies. At the end of this chapter, the theoretical basis of theimplementation project has been explained. Graphic design, as a visual explainingand shaping tool, has a social responsibility. As a result, for sustainable humanity,diversity has to be accepted, preserved and applied in graphic design.Key words: graphic design, culture, multiculturalism, globalization, monoculturalism