MELK
2016-2018
Mobile photo app, video games, footballs, documents, TV program (dimensions variable)
手機照相程式、電玩、足球、文件、電視節目
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.
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。