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# Project Description What We’re Made to See JIAYI WANG Summary Final work Jiayi Wang is a graphic designer based between London and Shanghai. Her practice spans branding, editorial design, and archive-based research, with a focus on visual storytelling and cultural narratives. Jiayi Wang is a graphic designer based between London and Shanghai. Her practice spans branding, ... College Central Saint Martins Course MA Graphic Communication Design Graduation year 2025 In patriarchal and capitalist societies, the act of viewing is not neutral—it is structured by systems of power, spectacle, and binary oppositions. In China, state media is widely perceived as an authoritative source of information. CCTV’s annual Spring Festival public service advertisements merge state-directed messaging with culturally familiar family narratives, creating a concentrated platform for examining how gender is visually organized and symbolically naturalized. This project investigates how gender roles are constructed through such binary visual structures in Chinese national media. Using an archive-based design approach, it analyses eleven years of CCTV Spring Festival PSAs, focusing on three dimensions: language, behaviour, and visual framing. Through typographic separation, juxtaposition, and repetition, the work reveals how patriarchal narratives are embedded within seemingly neutral images—and how graphic design can serve as a tool to expose the invisible biases and exclusions structured by representational systems. Final work Line of enquiry: How can graphic design, as an archive-based practice, perform visual translation to deconstruct patriarchal gender narratives—and make visible the structural biases embedded in binary systems of representation? By visualising how authority, speech, labour, and visibility are distributed along gendered lines, the project demonstrates that graphic design is not merely decorative. It is a tool that can challenge familiar visual languages, interrupt normative hierarchies, and generate new ways of seeing. Through this, it asks: when design operates critically within archival material, what previously unseen structures can it help us to notice, feel, and question? video Research and process Share this project In patriarchal and capitalist societies, the act of viewing is not neutral—it is structured by systems of power, spectacle, and binary oppositions. In China, state media is widely perceived as an authoritative source of information. CCTV’s annual Spring Festival public service... A link to this page has been added to your clipboard Browse related work Gender Archives & Collections
# Links ## Official page - https://ualshowcase.arts.ac.uk/project/636380/cover ## External - https://jiayiii.org/ - mailto:2389723619@qq.com - https://portfolio-tools.s3.eu-west-2.amazonaws.com/wp-content/uploads/2025/06/02223600/process-15.pdf - https://twitter.com/intent/tweet?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F636380%2Fcover&text=What+We%E2%80%99re+Made+to+See - https://pinterest.com/pin/create/button/?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F636380%2Fcover&media=https%3A%2F%2Fportfolio-tools.s3.eu-west-2.amazonaws.com%2Fwp-content%2Fuploads%2F2025%2F06%2F02154133%2F11_%25E7%2594%25BB%25E6%259D%25BF-1.png&description=What+We%E2%80%99re+Made+to+See