Bridging the Gap: A Multi-perspective Qualitative Needs Analysis for Designing an EOP Program for Future Artists and Designers
List of Authors
Li Jinghan, Najihah Mahmud
Keyword
English for Occupational Purposes (EOP); Art and Design Education; Qualitative Case Study; Curriculum Design
Abstract
In the globalized art and design industries, proficiency in English for Occupational Purposes (EOP) is increasingly crucial for academic and career success. However, a significant gap persists between generic English language instruction and the specific communicative demands faced by aspiring artists and designers. Existing EOP programs often lack a systematic needs analysis, particularly one that integrates multiple stakeholder perspectives. This qualitative case study aims to bridge this gap by conducting a multi-perspective needs analysis to inform the design of a targeted EOP curriculum. Data were collected through semi-structured interviews and focus group discussions with a purposively sampled cohort of 15 participants from a leading art and design institution, including undergraduate students, subject instructors, and industry professionals.Thematic analysis revealed three critical domains of English language needs: (1) situation-specific oral communication, encompassing the ability to articulate and defend creative concepts in academic critiques and negotiate with clients in professional settings; (2) critical literacy for specialized texts, involving the deconstruction of theoretical discourse and the composition of compelling artist statements and project proposals; and (3) intercultural self-presentation on digital platforms, essential for building a professional online identity. While consensus existed on the paramount importance of persuasive presentation skills, perspectives diverged between the immediate academic concerns of students, the theoretical emphasis of instructors, and the market-oriented priorities of industry practitioners.