Exhibition view, Breda Museum, BredaPhoto 2018, NL.
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.
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"
Open day of 'Dairy Campus' 2016, Expo of dairy research and industry.
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.
Game 1: Questions and Responses
What happens when a curious consumer begins asking questions to dairy industry?
The "pong" like game is a recreation of the scenario when two parties responsible for Weidemelk kicked my questions back and forth to each other. The game combines "pong" with my actual email correspondent messages with the companies.
Hardware requirement: (Any) Mac computer with OSX 10.11 or above, XBox controllers (2x).
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.
The verification of Weidemelk's claim is a random sampling question.
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.
Game 2: Inspection
In this RPG game, the audience plays the role of a Weidemelk inspector. Can you examine 120 farms, and find the abnormalities within limited time?
Hardware requirement: (Any) Mac computer with OSX 10.11 or above, XBox controller (1x).
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.
See full video here (Dutch only).
Nutrifeed - Kalvolac Unlimited (FrieslandCampina)
Open day of Campina farms.
Campina Milk Carton
Redesign of Campina milk carton.
collaborate design credit: Yi-Hsien Hung
Mobile photo app, video games, footballs, documents, TV program (Size and setup is flexible according to exhibition space)
When I arrived at the Netherlands, I was surprised to see grazing cows on pastures, as all the cows from my home country Taiwan stay in stables. I was therefore interested in this massive, seemingly beautiful industry. MELK is about the interactions between the Dutch intensive dairy industry and I — a curious consumer.
The project focused on the information on a milk carton, which I consider the selfie of the industry. I was intrigued by its Weidemelk (grazing cow) certificate, which specifically claims that the cows graze at least 120 days a year in the outside. By positioning myself as a curious consumer, I began asking the stakeholders about how they scientifically verify Weidemelk’s claim. Their evasive reactions triggered me to dig deeper, and found the verification scheme may be statistically flawed.
Two video games were made to serve as interactive portals for the audience to experience my process and findings playfully, as well as learning how difficult it is for the inspectors to validate the claim in limited time.
An app utilising mobile photography is proposed, by which the consumers can be activated to strengthen the audition. Blind trust exists when people confront product informations, and I believe everyone can be a curious consumer.