Abstract:
Shifting from collectivism to individualism has changed pleasure types along time
and created a generation gap in Iran. So, how can the post-colonial design mix
positive aspects of old collective and new individualist pleasure as a cultural builder
and catalyst for change? The purpose of this research is finding culture-oriented
pleasure which can decrease generation gap and make a more peaceful pleasurable
experience for both collectivists and individualists. We suggested a counterpoint
instead of the hegemony of collectivism or individualism. For decreasing the
generation gap we proposed: Applying behavioral design for promoting and
reviving socio-pleasure among young and old people; balancing between
psychological pleasure (with respect to the other's choice, creativity and diversity
(Individualism)) and normative pleasures (with respect to unanimous ethnic and
cultural norms (collectivism)). As a suggestion “Safa” can introduce a cultureoriented
pleasure which may satisfy both sides. It means hedonism, pleasure, calm,
change hatred to love, honesty, treatment, purity, enlightening, sublime, and also
sympathy, friendship, sincerity and unification of spirits. Safa refundable in
different forms of Iranian arts, artifacts, texts, proverbs and behaviors and can be
defined as a positive cultural design approach.
Machine summary:
So, how can the post-colonial design mix positive aspects of old collective and new individualist pleasure as a cultural builder and catalyst for change?
Cultural Dimension; Emotional Design; Pleasurable Experience; Post- colonial Theory; Safa ______________________________________________________________ 1.
In the first part, we use the level of emotional design, human metal program and different kinds of pleasure, to find their relationship and connection to culture.
Considering cultural diversity and generation preference has strategic interests for pleasurable design (Ono, 2003; Han and Hong, 2003).
Because normative pleasure is very strong in collectivist cultures that have many norms in choosing the right behavior (Triandis, 1998), it makes her feel better about herself when she acts in correlation with her family expectations (Tiger, 1992; Jordan, 2000; Helander and Khalid, 2006).
Design, Individualism and Collectivism in Post-colonial View Individualistic values among Iranian students are stronger than their American counterparts.
The post-colonial theory of Edward Said (1935-2003) and cultural Hegemony concept of Gramsci (1891–1937) describe the domination of a culturally- diverse society by the ruling class that manipulate the culture of that society — the beliefs, explanations, perceptions, values, and mores — so that their ruling-class worldview is imposed and accepted as the cultural norm; as the universally valid dominant ideology that justifies the social, political, and economic status quo as natural, inevitable, perpetual and beneficial for everyone, rather than as artificial social constructs that benefit only the ruling class (The Columbia Encyclopedia,1994: 1215).
Levels of Emotional Design, Culture and Pleasure Types Among levels of emotional design, visceral level connects with human nature and inherent part of personality, and some tangible forms of culture like symbols can be applied.