MELK - video gameplay (exhibition view)

Two video games as an interactive interface of project 'MELK':
1. Questions - What happens when a curious consumer begins asking questions to dairy industry?
2. Inspection - Can you examine 120 farms within limited time?

Hardware - mac Mini, xBox 360 controllers 

Exhibition in Roodkapje, Rotterdam, MA Photography degree show of AKV|St.Joost

 Grazing trend in north-west Europe  Reijs, JW, et al.  Grazing dairy cows in North-West Europe: Economic farm performance and future developments with emphasis on the Dutch situation  . LEI, 2013.

Grazing trend in north-west Europe

Reijs, JW, et al. Grazing dairy cows in North-West Europe: Economic farm performance and future developments with emphasis on the Dutch situation . LEI, 2013.

   MELK (2016-)     Mobile photo app, footballs, photographs, TV program (medium depends on project progression)  'MELK' attempts to engage the intensive dairy industry as a consumer, staring with the Netherlands. The project begins by focusing on a (  Campina  ) milk carton, which is oftentimes the only surface between the consumer and actual liquid milk. This layer of graphical information provides a crucial portal: with their intended appearances, milk cartons seem to be the 'selfies' of the industry.  --  This picture: " Open day of 'Dairy Campus, 2016 "  關於荷蘭酪農業與消費者盲從。我發現許多消費者完全(也許過度)信賴動物產品包裝上的元素,因而將自己化為一位好奇的消費者,對牛奶瓶上的「  放牧牛  」標章認證機構提問,並以創作回應其回應。隨後利用統計分析,我找出了該標章驗證流程上的盲點,並設計了一款照相手機程式,讓消費者有機會使用攝影工具參與「放牧牛」標章驗證過程。呈現上,我將介入的歷程化為  電玩  ,讓觀眾能以互動的方式閱讀作品。期間我也鼓勵當地調查媒體  KVW  為「放牧牛」製作專題,亦為試驗媒體與個人介入產業之差異。節目於2017年3月播出。

MELK (2016-) 

Mobile photo app, footballs, photographs, TV program (medium depends on project progression)

'MELK' attempts to engage the intensive dairy industry as a consumer, staring with the Netherlands. The project begins by focusing on a (Campina) milk carton, which is oftentimes the only surface between the consumer and actual liquid milk. This layer of graphical information provides a crucial portal: with their intended appearances, milk cartons seem to be the 'selfies' of the industry.

--

This picture: "Open day of 'Dairy Campus, 2016"

關於荷蘭酪農業與消費者盲從。我發現許多消費者完全(也許過度)信賴動物產品包裝上的元素,因而將自己化為一位好奇的消費者,對牛奶瓶上的「放牧牛」標章認證機構提問,並以創作回應其回應。隨後利用統計分析,我找出了該標章驗證流程上的盲點,並設計了一款照相手機程式,讓消費者有機會使用攝影工具參與「放牧牛」標章驗證過程。呈現上,我將介入的歷程化為電玩,讓觀眾能以互動的方式閱讀作品。期間我也鼓勵當地調查媒體KVW為「放牧牛」製作專題,亦為試驗媒體與個人介入產業之差異。節目於2017年3月播出。

 Open day of 'Dairy Campus' 2016, Expo of dairy research and industry.   

Open day of 'Dairy Campus' 2016, Expo of dairy research and industry.

 

 Design of Campina carton (2016).

Design of Campina carton (2016).

 This selection of images highlights my engagements with its  Weidemelk  certificate, specifically whether there are scientific verifications for its very precise claim of “ cows graze in the Dutch pasture at least 120 days per year, 6 hours per day .” The process resulted in several usership-based items, for example: footballs (kickable publication) was made after the two parties responsible for  Weidemelk  kicked my questions back and forth to each other; an app was proposed to empower the consumer to help verify the claim using mobile photography, after a mathematical evidence questioning the validity of  Weidemelk’s  original audition process.

This selection of images highlights my engagements with its Weidemelk certificate, specifically whether there are scientific verifications for its very precise claim of “cows graze in the Dutch pasture at least 120 days per year, 6 hours per day.” The process resulted in several usership-based items, for example: footballs (kickable publication) was made after the two parties responsible for Weidemelk kicked my questions back and forth to each other; an app was proposed to empower the consumer to help verify the claim using mobile photography, after a mathematical evidence questioning the validity of Weidemelk’s original audition process.

My message log between Stichting Weidegang & Qlip

--

Stichting Weidegang: Certification body for "Weidemelk"

Qlip: Inspection provider for "Weidemelk"

 

 Weidevoetbal (edition of 3)  "Weidevoetbal" was made after the two parties responsible for  Weidemelk    kicked my questions   back and forth to each other. People are welcomed to kick it in pairs.

Weidevoetbal (edition of 3)

"Weidevoetbal" was made after the two parties responsible for Weidemelk kicked my questions back and forth to each other. People are welcomed to kick it in pairs.

 video stills of making and kicking a 'weidevoetbal'

video stills of making and kicking a 'weidevoetbal'

 The verification of Weidemelk's claim is a   random sampling question .   From   MIL-STD-105   form, one can deduct that it takes  at least 8-20  inspections yearly per farm to be statistically reasonable for the claim, where Campina has   more than 10,000 farms  .   Though farmers may claim that it is easy for them to meet Weidemelk's requirements, grazing activity is declining in the Netherlands as the industry expands. Scientifically-sound validation of such claim will one day be required.

The verification of Weidemelk's claim is a random sampling question.

From MIL-STD-105 form, one can deduct that it takes at least 8-20 inspections yearly per farm to be statistically reasonable for the claim, where Campina has more than 10,000 farms

Though farmers may claim that it is easy for them to meet Weidemelk's requirements, grazing activity is declining in the Netherlands as the industry expands. Scientifically-sound validation of such claim will one day be required.

 An   app   was proposed to empower the consumer to help verify the claim using mobile photography  If the grazing schedules are accessible through online database, the mass public can participate in verifying Weidemelk's claim.  This is achieved by the possibilities of mobile photography; the consumers (audience) are active.

An app was proposed to empower the consumer to help verify the claim using mobile photography

If the grazing schedules are accessible through online database, the mass public can participate in verifying Weidemelk's claim.

This is achieved by the possibilities of mobile photography; the consumers (audience) are active.

Mobile App demo

 Meanwhile, the project managed to encourage a Dutch TV program “   Keuringsdienst van Waarde (KVW)   ” to engage with the  Weidemelk  and  MELK  topic autonomously. This provides an opportunity to examine in parallel how differently would the industry respond to media, and how media approach the topic.

Meanwhile, the project managed to encourage a Dutch TV program “Keuringsdienst van Waarde (KVW)” to engage with the Weidemelk and MELK topic autonomously. This provides an opportunity to examine in parallel how differently would the industry respond to media, and how media approach the topic.

Keuringsdienst van Waarde - Melk

Keuringsdienst van Waarde : Melk (2017)

25'26"

 For preparation and background research: "  Dairy Production and Management  " from PennState University's College of Agricultural Sciences. (Of course, it is just another "certificate".)

For preparation and background research: "Dairy Production and Management" from PennState University's College of Agricultural Sciences. (Of course, it is just another "certificate".)

 Email corespondent (excerpt) with   Keuringsdienst van Waarde   TV program.

Email corespondent (excerpt) with Keuringsdienst van Waarde TV program.

  Nutrifeed - Kalvolac Unlimited (FrieslandCampina)    

Nutrifeed - Kalvolac Unlimited (FrieslandCampina)

 

 Open day of Campina farms.

Open day of Campina farms.

 Open day of Campina farms.

Open day of Campina farms.

Campina Milk Carton

Campina Milk Carton

Redesign of Campina milk carton.

collaborate design credit: Yi-Hsien Hung

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