10 Video Networks of Sustainable Design: The Doughnut Perspective
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that produces printers. Their model, developed in 2000, was based on Corporate
Social Responsibility and divided sustainability in Strategic Human Sustainability
and Strategic Ecological Sustainability to develop a cycle of remanufacturing and
material recovering (Benn and Dunphy 2004).
This model has been widespread in similar industries across Japan (Matsumoto
and Umeda 2011). Some of the reasons why it was shown in Malaysia might be
the importance of Japanese investment in that country (Karim and Majid 2009),
the high penetration rate of internet and social media (we Are Social 2019), and
the collectivism of Malaysian society. This created a network effect, where online
communities add value to platforms (Regalado 2014).
Regarding speakers across country groups, BC content depicted professional
designers while non-BC countries showed students. SC and BSC countries videos
versed on more interdisciplinary and collective approaches to the design process but
tended to limit participation to professors, designers, researchers and students, the
“professionals”. In other words, non-BC countries students who are exposed to video
sources from BC countries are at risk of decontextualizing the design process and of
being culturally colonized.
As for Spanish videos, SC countries had popular content generated by public
television and actors often mixed with common citizens, communicating less hierarchical societies where governments are active diffusors of sustainable design. The
big quantity of videos versed on fashion design and toy production in BSC countries was partly due to a set of laws promoting sustainable development, design and
children welfare, particularly in the case of Colombia (Abello Llanos 2010; Cálad
Idárraga 2013; Gómez Barrera 2010). However, Latin America has a long tradition
of maquila for the fashion industry that should not be ignored as a warning for what
accounts as sustainability for brands (Villanueva Ponce et al. 2015) versus working
conditions in such industries (Frey 2003; Guadarrama 2006).
BSC countries tended to be more related to businesses and architecture. In the
case of Mexico, this is influenced by solid frameworks, financial incentives and
government participation (Galvez 2011).
Despite that equality is one of the Sustainable Development Goals and should
be included by default in the social dimension of sustainable design, what our data
suggests is that women participation in this particular area is more prominent in
English speaking BSC countries (particularly in Malaysia) and in Spanish videos.
Given that gender equality is one of the 3 less financed goals (Ramos 2019), such
results are not surprising. Regardless of the numerous women students participating
in sustainable design, systemic barriers still largely difficult their progress towards
professional and academic positions.
10.4.2 Communication of Sustainable Design in YouTube
Despite being well connected, English SC countries videos and Spanish videos lack
visibility partly due to algorithmic bias influencing exposure to BC countries content.
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that produces printers. Their model, developed in 2000, was based on Corporate
Social Responsibility and divided sustainability in Strategic Human Sustainability
and Strategic Ecological Sustainability to develop a cycle of remanufacturing and
material recovering (Benn and Dunphy 2004).
This model has been widespread in similar industries across Japan (Matsumoto
and Umeda 2011). Some of the reasons why it was shown in Malaysia might be
the importance of Japanese investment in that country (Karim and Majid 2009),
the high penetration rate of internet and social media (we Are Social 2019), and
the collectivism of Malaysian society. This created a network effect, where online
communities add value to platforms (Regalado 2014).
Regarding speakers across country groups, BC content depicted professional
designers while non-BC countries showed students. SC and BSC countries videos
versed on more interdisciplinary and collective approaches to the design process but
tended to limit participation to professors, designers, researchers and students, the
“professionals”. In other words, non-BC countries students who are exposed to video
sources from BC countries are at risk of decontextualizing the design process and of
being culturally colonized.
As for Spanish videos, SC countries had popular content generated by public
television and actors often mixed with common citizens, communicating less hierarchical societies where governments are active diffusors of sustainable design. The
big quantity of videos versed on fashion design and toy production in BSC countries was partly due to a set of laws promoting sustainable development, design and
children welfare, particularly in the case of Colombia (Abello Llanos 2010; Cálad
Idárraga 2013; Gómez Barrera 2010). However, Latin America has a long tradition
of maquila for the fashion industry that should not be ignored as a warning for what
accounts as sustainability for brands (Villanueva Ponce et al. 2015) versus working
conditions in such industries (Frey 2003; Guadarrama 2006).
BSC countries tended to be more related to businesses and architecture. In the
case of Mexico, this is influenced by solid frameworks, financial incentives and
government participation (Galvez 2011).
Despite that equality is one of the Sustainable Development Goals and should
be included by default in the social dimension of sustainable design, what our data
suggests is that women participation in this particular area is more prominent in
English speaking BSC countries (particularly in Malaysia) and in Spanish videos.
Given that gender equality is one of the 3 less financed goals (Ramos 2019), such
results are not surprising. Regardless of the numerous women students participating
in sustainable design, systemic barriers still largely difficult their progress towards
professional and academic positions.
10.4.2 Communication of Sustainable Design in YouTube
Despite being well connected, English SC countries videos and Spanish videos lack
visibility partly due to algorithmic bias influencing exposure to BC countries content.