OUGD601 -COP3 - Proposal

COP 3 proposal updated

Research question – Is design responsible for the social changes and attitudes towards the fitness industry?

Topics to discuss

• fitness and health industry
• the views of masculinity through time
• body image and reinforced media ideals

Rationale – Researching the fitness industry and its core drivers will reveal the role that graphic design may play in the communication of products and services to customers. The intention of the investigation will be to acknowledge trends and what effects they may have on society, including how masculinity is viewed in relation to fitness. As a result, it will be possible to understand opinions of the fitness industry and whether or not it will lead to positive development in future.

Contexts – In order to fully understand different views of the fitness industry, it may be necessary to gather research from political contexts, such as the way in which brands may use current affairs as a marketing strategy. It may also be necessary to look at social contexts when researching the fitness industry, as it will provide different viewpoints from different social settings.

Theoretical approach

Theory 1 – Redefining masculinity will mean a change in the way fitness targets male audiences.

Theory 2 –  With time, masculinity takes on new meanings and connotations. Fitness for men is currently seen as a masculine trait in modern society.

Methods - In order to get an understanding of the changes in the fitness industry, it would be beneficial to analyse text from different points in time. By analysing discourses in this way, it may be possible to better understand why fitness has become what it is in the current world and why there are certain connotations relating to the topic. Through primary methods such as surveys and discussions, it may also be possible to understand what the fitness industry means to people today and what could potentially be improved about it.

Practical - As a result of the findings in the investigation, the ideas may be applied to an existing product market. For example, building a brand that sells supplements or fitness related clothing. To do this, research will be required on the types of design used in creating these products and the materials and methods used to make them.

Resources - Most of the design of the potential products are likely to be done using a computer software, while production methods may include fabric printing or embossing on other materials.

Books

• Fitness, Technology and Society: Amusing Ourselves to Life - Brad Millington
• The Descent of Man - Grayson Perry
• Masculinity, Femininity and Male Body Image: A Recipe for Future Research - Stuart B. Murray & Stephen W. Touyz