Chapter 14



Chapter 14 Keynote files


Chapter 14: Postmodernism in Design

1970s-1980s & Beyond

Learning Objectives

•Postmodernism was a deliberate, self-conscious reaction to the “universal” formal language of modernism that sparked an eclectic interest in historicist, retro, techno, and vernacular styles.

•Postmodernism sought to discredit the idea of originality yet spawned a cult of celebrity designers whose idiosyncratic styles broke rules and new ground.

•Postmodern emphasis on products often concealed conditions of production within global capitalism, ignoring increasingly complicated economic systems and political contexts.

•In the language of simulation, images and signs were treated as if history, culture, gender, and ethnic identity existed only in systems of representation; conversely, the power of sign systems came under intense study.

•Activist designers produced powerful campaigns to raise public awareness about AIDS, feminist issues, and other political concerns; and many participated in a backlash against the cultural effects of brand supremacy.

•A commitment to foster historical and critical understanding of graphic design fueled new directions in publishing, conferences, and curricula, while theoretical discourse introduced its own cultural divide within the design community.

Study Questions

What are some of the key traits and characteristics of Post-Modern Graphic Design ?

What could be a motto of Postmodernism?

What was the agenda of the no-logo movement?

What other creative fields and disciplines were influenced by Postmodernism?

Who were some of the key figures of the postmodern movement?

What new technology escalated appropriation in graphic design?

Cooperate spending shifted in the 1980s from production to what?

Who was a french critical theorist who’s work inspired designers and artist to work with appropriation?

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