THE VERNACULAR TYPOGRAPHY OF STREET VENDOR, MIGRANT CULTURAL IDENTITY IN SURABAYA

Damajanti, Maria Nala (2014) THE VERNACULAR TYPOGRAPHY OF STREET VENDOR, MIGRANT CULTURAL IDENTITY IN SURABAYA. In: Eight International Conference on Design Principles and Practices, 16-01-2014 - 18-01-2014, Vancouver - Canada.

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Abstract

street vendors in Surabaya is part of the informal sector enterprises undertaken by migrants . The presence of migrant street vendors are often considered to reduce the beauty of the city as it occupies land that was not his . Nevertheless PKL recognized role in supporting the economy of the city . It is interesting marking the presence of street vendors stalls filled expanse design writing large and strikingly memorable . At night cover of stalls more visible because of the lighting in the shop , consequently writing the name of the shop striking . All vendors have this marker therefore typography on the stalls of street vendors into their identity . This design is called vernacular since birth and made by those involved in the activity itself vendors to meet the needs mereka.Tipografi cover of street vendors is a major element of the vernacular typography become a major topic of research . Visual culture that is very typical street vendors displayed because it is not found in other promotional media . It became an interesting phenomenon in terms of how their presence in the city that always dealing with city government officials . In the control condition was always a target they have developed a unique way of selling through writing on shop display . Hence this visual phenomenon will be studied as a cultural artifact by using visual methodology approach offered Gillian Rose , site of the image . Interesting side street vendors are believed to relate to the existence of design in the cover , then this visual phenomenon will also be approached by site of production , using discourse analysis of Foucault . This study shows that the stall vendors typography created by street vendors and artists collaborations . They are migrants who are both working in the informal sector to survive in the vernacular Surabaya.Tipografi developed is the result of adaptation to the Latin alphabet . Adaptation is known as one of the ways migrants survive . Pressure authorities and vendors need to exist has given rise to the formation of the letters are decorative and attractive as their identity . This is the hallmark of vernacular typography street vendors .

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