In this session, I had to look at 'The Manifesto Project' website, created by the Tankboys design collective. Here is the link to the website: http://www.manifestoproject.it/
By reading the following manifestos sources carefully:
- 'Disrepresentation Now' by Experimental Jetset' - Text A
- 'First Things First Manifesto' by Ken Garland - Text B
- 'First Things First Manifesto 2000' by Adbusters - Text C
- 'Fuck Committees' by Tibor Kalman - Text D
I need to produce the following of short pieces of academic writing based on the texts above.
1) A paragraph that show the ability to triangulate between the four texts.
In these four texts (A, B, C, D) triangulate how Graphic Design should be applied properly. Text A demonstrates how their Manifesto was intended for AIGA "VOICE" Convention. Instead of doing a general lecture, they wanted to do something different, this was known as a 'Hand out session' were the hands-out may have been: wristbands, name tags and badges. But it would create a site specific artwork, by splitting people into three "political parties" - Red, Blue & Black. The page itself makes reference to a quote by Van Doesburg about 'Political images', that regardless of the message or views follow an identical structure. Whilst this has been construed by many as an anti-politcal statement, Jetset uses it as a base to illustrate how graphic design in political campaigns have become outdated in form. The writers then elaborate on this notion by citing two types of design, "Presentative" and "Representative" Graphic Design. For example, Advertisement is a representation of a brand. An advert cannot just be, it has to be about something and is thus representative. Where as, a Presentative is using its own aesthetics as part of a cohesive whole idea. Its idea and appearance are tangentially significant. Jetset believes in the terms of: Structure, social, cultural and commercial Graphic Design, they are not different or have to be. Text B and C (First Things First) are very similar to one another as both explain how Graphic Design can be adapted into all kinds of different fields beyond the conventional realms of advertisement. To compare, Text A takes a middle ground and critiques how design should be looked at whether ventures are commercial, cultural or political whilst in contrast, sources B and C an emphasis on commercial design as a misuse of creative potential. Source C (Adbusters) takes it even further, with how publications and education emphasise advertisement as a lucrative and celebrated area of design. Seeing this as not only damaging what designers can aspire to within their work but also how the public perceive the limits of design. Source B asks us to rethink the priorities of where design should be applied and celebrated. Fields from television, to street signs, television to publications. Whereas Text C, sees more of a lack in independence and saturation as the reason why work is broad, safe, inoffensive and deprived of passion within Graphic Design. E.g - ending of a film marketed simply to what the audience want over what they possibly need, moral learning outcome.
2) A paragraph that shows close analysis of an image which relates to one of the texts.
In Text D - "Fuck Committees by Tibor Kalman, discusses how he blames corporates committees the most passionately. By seeing the current state of affairs of design in all its forms as lifeless and only for the benefit of stock prices. In many films, the endings have simply changed due to what the audience want to see and believe, than what they perhaps need as a learning outcome in society today. For example, the movie 'I Am Legend' is about a zombie apocalypse (although this has been altered from Vampires from its source) and that it follows the last human survivor. The original ending of the film had the "zombies" not attack the protagonist, instead simply opting to rescue one of their own of which had been captured by him. This coincided with the books original message of how the 'hero' had become a monster or 'Legend' in the eyes of the new dominant species of the planet. However, after showing this ending to a test screening audience it was changed to a more "Hollywood" ending (the hero courageously blows himself up with a group of zombies) simply because it was originally too sad. This is a clear example of artistic integrity being compromised from the work's message simply for the means of being marketable.
3) A paragraph that shows evaluation of one of the texts.
Overall, in Text A - 'Disrepresentation Now' by Experimental Jetset. It is the most interesting and well adapted source which defines the proper way Graphic Design should be applied. In this text it explains how Graphic Design can be produced in different ways and values. This is with an attempt to state the differences between "Presentative" & "Representative" Graphic Design. In advertisement many of it is depicted in a Representative way like the context of branding. An advert cannot just be, it has to be about a certain things in order to deliver its purpose. So the idea here is often to represent something. Whereas, Presentative, is using its own aesthetics as part of a cohesive whole idea. Its idea and appearance are of tangential importance. Jet set stated that in terms of structure, social, cultural and commercial. Graphic Design are not different or have to be. The ideas that are considered separately and then added to design after are 'tendentious, representative and reactionary regardless of course. Representation is how one wants to be presented. This means Graphic Design separates itself from the materialistic terms, while favouring 'Visual Communication'. Advertisement or Anti advertisement is the same things. That proposing Graphic Design that is neither of those, but presentative and not moralistic but amoral. That work exists for itself and is real not realistic. This is why it comes across as the most provocative of the sources to me. Looking beyond the purpose of designs but instead our approach of our practice. That any design made as a template to fit around an idea is inherently flawed, regardless of ethics.
4) A paragraph that shows your ability to paraphrase, summarise, or produce a 'précis' of one of the texts.
In Text D - 'Fuck Committees' by Tibor Kalman. It starts off in an informal tone of voice of the author. Kalman passionately dislikes and criticises corporate committees. This is demonstrated in the use of the negative choice of words such as 'Faceless corporate committees'. He also lists many things within the design industry: 'virtually all media, architecture, product and graphic design have been freed from ideas' that these are only created to make lots of money in contrast to delivering a meaningful message which could be valuable in society. Therefore, pushing the creators currently working at the bottom of this money making chain.
The next paragraph of the text explains how media is also being effected as the creative people are crippled under the 'committees of publishers, producers, advertisers, lawyers, research specialists'. This implies that there are too many external sources are involved within creative works leading to varied interests (in this case commercial versus cultural). When Kalman, states 'lowest common denominator' he is highlighting how they are just trying to sell what is most desirable to gain more money quickly as possible (expemplified by the saying that 'sex sells'). As this paragraph is ending, you can tell how Kalman, is becoming frustrated and implying his annoyance on this particular subject. This is shown on his use of short sentences ' All cars look the same. Architectural decisions are made by accountants. Ads are stupid. Theater is dead'. It is through this structure married with informal word choice that truly makes this manifesto come across as the most passionate.
Next Kalman explains how industry heads used to support culture citing, Carnegie yet are not visibly doing so now. This is reinforced by how he refers to rich people who do invest in culture as 'lunatics' by today's standards Creative people are stifled by technicalities, while magazines and films are tools for products. A way of advertising to make people buy more things if the product is sponsored numerous of times.
However, Kalman doesn't what to be bias and states that it is not all bad '99 percent true'.
That the purpose of a change in perspective by the few 'Lunatics' that listen. However, there are also rich people with different ethics and it is important to seek them.
