Wednesday, October 26, 2016

OUGD501 - Research & Epistemology - Lecture

Notes - 

The process is more important than the outcome, who do you speak to? what is the context where that knowledge is developed? how have you reached out? what have you read? how have you engaged with the outside world to inform you? what connections have you made?



‘Research is creating new knowledge’ - Neil Armstrong



What is there to study? – ontology

The philosophical analysis of what is or can be known, the conceptualisation of existing knowledge that can be known (fact)

How can we know about it? Epistemology

The philosophical analysis of the nature of knowledge and how we can know something. (The theory of knowledge) truth, belief, justification. (opinions)

Methodology (approaches)

  • Literature review
  • Case study
  • Longitudinal survey
  •  Experimental
  • Ethnography
  • Action Research



Methodology (Techniques)

  • ·      Interviews
  • ·      Observations
  • ·      Questionares
  • ·      Drawing
  • ·      Making
  • ·      Recording


Methodology (analysis)

  • ·      Theme
  • ·      Frequency
  • ·      Discourse
  • ·      Cross sectional
  • ·      Causal
  • ·      Comparative


Methodology (interpretation)

  • ·      Evaluation
  • ·      Reflection
  • ·      Justification
  • ·      Claims
  • ·      Inferences
  • ·      Application
  • ·      Communication
  • ·      Interpreting our research


Research is about looking at the world through a different lens or point of view. Looking at existing research and asking new questions about it.

Start with what you already know, Identify what you want to know more about, Plan how you need to find it out





Tuesday, October 25, 2016

OUGD501 - Study Task 3 - Defining the Brief

Why was there a transition from Modernism to Postmodernism?


  • Parisian nightlife within modernism
  • Primary source photography observations on modernist architectural flat buildings
  • Quarry Hill Leeds Modernist Architecture
  • Colourful Architecture in Sheffield
  • Visual Communication, Class, Social Issues 
  • Modernism rejects the idea of social classes however, in turn has reinforced this concept
  • Capitalist / Anti Capitalist
  • Parody / Pastiche
  • Addressing Postmodernist Design Aesthetics within Typography, within this I can discuss the transition from modernism
  • Bonus parts of Helvetica Documentary
  • Focus on my interests
  • Technology?
  • The impact technology has on the transition into postmodernism?



Surveys & Questionnaire’s
Pin up poster reviews around the university

Interviews with modernist and post modernist designers and comparing and contrasting the results. Possibly use skype chat. The data can then be later analysed to come up with a conclusion

Possible Academic Texts - 

Postmodernism or the cultural logic of late capitalism - Fredric Jameson
(The characteristics of Postmodernism - an advanced capitalist enterprise, Pastiche - Nullifying art movements by taking meaning out of past art movements)

The Politics of Postmodernism - Linda Hutcheon
(Parody, use in conjunction with Fredric Jameson)


Graphic Design Theory - Meredith Davis
(Modernism, Postmodernism, Graphic Design)


Jan Tschichold - The New Typography

Josef Müller-Blockmann - Grid Systems in Graphic Design


Rick Poyner - No More Rules: Graphic Design and Postmodernism


Identify an Audience and Client



Start reaching out to real possible clients for:

  • New rebrand
  • New interface design
  • Company Publication


Wednesday, October 19, 2016

OUGD501 - Study Task 2 - Parody & Pastiche

Parody & Pastiche

Throughout Linda Hutcheon’s book ‘The Politics of Postmodernism: Parody and History’, the author states that postmodernism has in fact arisen from the conjunction of modernism and is directed, innovative and revolutionary rather than a regurgitated art form. This can be referenced within the quote
‘Postmodernist ironic recall of history is neither nostalgia nor aesthetic “cannibalization” Nor can it be reduced to the gibly decorative. It is true, however, that it does not offer what Jameson desires – “genuine historicity”’ ‘Hutcheon, L. (1989) The Politics of Postmodernism: Parody and history, London & New York: Routledge’
She believes that even though postmodernism cannot hold true historical authenticity, this does not mean that the movement cannibalizes historical aesthetics. The author concludes that postmodernism is a new and modified art form which gives its aesthetics new life and meaning. This is a direct challenge towards the work of Fredric Jameson in the book ‘Postmodernism: or the Cultural Logic of Late Capitalism’ where the author references
‘Which randomly and without principle but with gusto cannibalizes all the architectural styles of the past and combines them in overstimulating ensembles.’ ‘Jameson, F. (1991) Postmodernism: Or the Cultural Logic of Late Capitalism, United States: Duke University Press’
His philosophy dictates that post modernism holds no personal style and has a distinct absence of originality. Throughout the writing this definition of pastiche states that all postmodernist work is being regurgitated from past styles and is now creating unoriginal art and culture. He believes that by giving classical work new meaning you are removing its context in history and postmodernism as a movement is the reabsorption of past methods which decontextulises historical styles.
In contrast, the designs below by ‘Stranger & Stranger’ use influences from Victorian styles however, use modern methods to achieve innovative results. Their utilisation of modern foiling and embossing methods have managed to articulate precisely Linda Hutcheon’s ideologies of postmodernist design, the idea that past styles can be revolutionary rather than a regurgitated art form.



The postmodern architecture below directly relates to the ideology of Fredric Jameson where he states that all postmodern design is an overstimulating combination of all past styles. The work below which fuses classicalism with modernist design is a reassurance of this statement however, all art movements have projects which have not been properly executed in their design and therefore result in unappealing aesthetics. As Linda Hutcheon explains, 
‘Postmodernist art is precisely that which casts “the contradictions of modernism in an explicitly political light.” In fact, as architect Paolo Portoghesi reminds us, it has arisen from the very conjunction of modernist and avant-garde politics and forms’‘Hutcheon, L. (1989) The Politics of Postmodernism: Parody and history, London & New York: Rutledge’
which expands on the concept that postmodernism is merely the late stages of modernism where artists look back at previous eras and styles to create truly innovative avant-garde design which cannot be produced with the continuation of the modernist ideology. The architecture below attempts to bring classical styles into a new era of slick modern design which is raw and true to its materials. Jameson proposes that this new contextualisation of past styles destroys their integrity and connection to their time period however in contrast, Hutcheon argues that they develop a new context of their own.