144
V. M. Xanat and Y. Toshimasa
The Top 10 English videos from SC countries were mostly from South Africa,
although videos from Philippines, India, China, Indonesia and Pakistan were also
found. Content was largely related to industrial design. 8 videos had ties to universities, 6 were about Shell, 5 were uploaded by education related actors, 5 showed
students, 4 were uploaded in 2015 and 3 included women. As for Spanish videos,
the top 11 were from Colombia and only one was from Peru. 9 videos had ties with
universities and 7 versed on industrial design, including 5 about toys. 6 videos were
uploaded by students, including women in 2 cases. 6 videos showed education related
actors and 3 included women.
Regarding BSC countries, 6 English Top videos were mostly from Malaysia,
although videos from Brazil, Lebanon and Thailand were also found. The content
was diverse and uploaded by education related actors, including 1 woman. 4 videos
were related to universities, and they tended to show a diverse set of speakers, 3
including women. 2 videos had ties to Fuji Xerox and 1 with Shell. Finally, 2 videos
were uploaded in 2015.
In contrast, Top 8 Spanish videos were mostly from Argentina and Mexico,
although a video from Panama was also present. 6 had ties with universities, 5 videos
were about architecture, 5 included women, 4 were uploaded by universities and 4
showed education related actors mixed with citizens. In particular, 3 videos were
programs produced by a private university in Mexico and ran by students, explaining
sustainable design and presenting products and services in a didactic manner.
10.4 Discussion and Conclusions
10.4.1 Content Across Doughnut Indicators
We will start the discussion with English videos. Urban architecture content was more
numerous in this sample, while rural architecture was more frequent in Spanish.
Regarding videos uploaded by students, the most visible in terms of views and
network metrics were sponsored by the multinational Shell Oil Company.
This enterprise has teamed up with students since 1979, allegedly due to environmental concerns (Wellington 1982). However, projections of fossil fuel impacts
were held by the company since the 80s without disclosing them to the public
(Franta 2018), while they lobbied governments to curb environmental laws (Laville
2019). Some universities collaborate with enterprises to develop sustainable products (Esslinger 2013), but as it is unclear how much fuel based energy efficiency has
improved thanks to the Shell Eco Marathon, this initiative could be considered as
a case of greenwashing, understood as marketing used to promote a false perception of an organization as environmentally conscious at the expense of university
collaboration.
In contrast, some of the few noted videos related to graphic design in BSC
countries (Malaysia in this case) had ties with Fuji Xerox, a Japanese company
V. M. Xanat and Y. Toshimasa
The Top 10 English videos from SC countries were mostly from South Africa,
although videos from Philippines, India, China, Indonesia and Pakistan were also
found. Content was largely related to industrial design. 8 videos had ties to universities, 6 were about Shell, 5 were uploaded by education related actors, 5 showed
students, 4 were uploaded in 2015 and 3 included women. As for Spanish videos,
the top 11 were from Colombia and only one was from Peru. 9 videos had ties with
universities and 7 versed on industrial design, including 5 about toys. 6 videos were
uploaded by students, including women in 2 cases. 6 videos showed education related
actors and 3 included women.
Regarding BSC countries, 6 English Top videos were mostly from Malaysia,
although videos from Brazil, Lebanon and Thailand were also found. The content
was diverse and uploaded by education related actors, including 1 woman. 4 videos
were related to universities, and they tended to show a diverse set of speakers, 3
including women. 2 videos had ties to Fuji Xerox and 1 with Shell. Finally, 2 videos
were uploaded in 2015.
In contrast, Top 8 Spanish videos were mostly from Argentina and Mexico,
although a video from Panama was also present. 6 had ties with universities, 5 videos
were about architecture, 5 included women, 4 were uploaded by universities and 4
showed education related actors mixed with citizens. In particular, 3 videos were
programs produced by a private university in Mexico and ran by students, explaining
sustainable design and presenting products and services in a didactic manner.
10.4 Discussion and Conclusions
10.4.1 Content Across Doughnut Indicators
We will start the discussion with English videos. Urban architecture content was more
numerous in this sample, while rural architecture was more frequent in Spanish.
Regarding videos uploaded by students, the most visible in terms of views and
network metrics were sponsored by the multinational Shell Oil Company.
This enterprise has teamed up with students since 1979, allegedly due to environmental concerns (Wellington 1982). However, projections of fossil fuel impacts
were held by the company since the 80s without disclosing them to the public
(Franta 2018), while they lobbied governments to curb environmental laws (Laville
2019). Some universities collaborate with enterprises to develop sustainable products (Esslinger 2013), but as it is unclear how much fuel based energy efficiency has
improved thanks to the Shell Eco Marathon, this initiative could be considered as
a case of greenwashing, understood as marketing used to promote a false perception of an organization as environmentally conscious at the expense of university
collaboration.
In contrast, some of the few noted videos related to graphic design in BSC
countries (Malaysia in this case) had ties with Fuji Xerox, a Japanese company