THE SHARIA VALUE IN THE DESIGN PROCESS OF SYAFAAT MARCOMM AGENCY

Abstract

Design process is a problem solving process from the problem solver for client. In Yogyakarta, there is a problem solving agency which is solving the communication visual problem named Syafaat Marcomm. Syafaat marcomm labels its agency using Sharia value. Sharia itself means the rules in Islam. Thus, this research conducted to identify the position of the value in the design process, The methods for data collection used participant observation, non-participant observation and semi structured interview. Etnometodology and unstructured interview is conducted for the data collection step using etic perspective. Meanwhile, the non participant  used the emic perspective.The study revealed that the position of value (this case is Sharia) in the design process is framing. Because its mechanism reflect is reflection in action which applied in Syafaat Marcomm. This model was applied whether for the recent situation or the new ones. Moreover, the design process in Syafaat Marcomm consists of eight steps, nevertheless only two steps of the design process which execute using Sharia, those are problem identification and synthesis.