Local context-based movie communication in social sustainable initiatives

The research project indicated by the paper is discussed on some movies. These movies are from result of workshop CHITA 08 which is a researching and didactical collaboration in service design and design for social innovation between School of Design, Jiangnan University (JU) and INDACO department, Politecnico di Milano (Polimi). Six groups of 27 students created some produced movies in the workshop. They generated creative communication with context in China for their social initiative. In the stage of designer process, movie is a useful tool that is explicit from intangible creation of social initiative to be tangible media. In another stage of audience communication, movie also connects contents between sustainability and local background. These contents effect perception and understandability. 6 Movies, which were the product of CHITA 08, were shown to 20 design students in Milan. There are some discussions about these movies, are expressed diversely between two groups. The group of 10 Chinese designers can analysis the solutions, which respond the problematic background of China differently from the solution of 10 international designers. Some qualities of CHITA08 video communicate the scenario building of sustainable initiative. It is the objective of design the structure of Scenario building movie. This project focuses to investigate how these movies with local context background respond audience. With different local experience, designers who have watched the movies provide their top-up creativities and visions. The same experience of Chinese hometown can translate many components in Video to Chinese designers, while the new experience from there can inspire international designers to increase initiative for their own local. The conclusion demonstrates that: 1) Local experience of audience is importance to perception. It affects wherever the media is shown. 2) Local context is proficient content to communicate the initiative idea in variety sensibilities. 3) Movie is designed with local context, is an alternative movie for consistent communication to diffuse the sustainable ideas and social creativities to people. 4) Local context in movie is a potential tool to support the vision of sustainable social in the background of local possibility. Movies with local context have been considered as the potential-supported scenario to explain relationship between problematic background, initiative solution and vision of sustainable society. Audience can generate the surrounding of course and result of local problematic while they are watching this kind of movie. This research project is purpose to discover the methods of narration and creation to sustainable society for local context-based movie communication.