OUGD601 - Practical & Theory Synthesis

Having started out with the main basic subheadings of memes, image recontextualisation, postmodern principles and the consumer industry of graphic design. My theoretical and practical investigations simultaneously began to grow as the body of research grew. Building on the knowledge gained over the last two years, I started to be able to triangulate sources, theory and statistics into a more well rounded and informed argument. With my book of content and research 3/4 full, I was able to start establishing a direction for my praxis. This allowed both the practical and written element of the project to evolve alongside each other resulting in a synthesised response to my brief.

The research analysed in the written body of the essay allowed me to draw parallels between artistic movements, commercial economy and consumerist technological advancements in visual communication (memes). This allowed me to propose possible advancements and future avenues for meme production within the practice of contemporary graphic design. The practical investigation was an opportunity for me to test my hypothesis of memes being utilised within a commercial advertising campaign, this aimed to give evidence to the ideas discussed within the written element. By drawing on quotes and research from the written piece, I was able to experiment with existing successful memes in a more serious and polished manor. Conceptualising an advertising campaign which combines both a commercial brand, and a repurposed internet meme not only argues the commercial applications of memes, but also provides evidence to support the claim.

Both projects support each other in order to form an argument and theorise an answer to the original question 'How do 'Memes' relate to contemporary Graphic Design?'. This is not to say that they provide a solid solution to the question, their are pros and cons of utilising memes within Graphic Design. Their limited reliability with an audience of an older age bracket, and their specific targeting of a Westernised culture are limitations however, the investigation does shine a light on their potential as a creative tool within the field of Graphic Design. It also refers back to movements throughout history (Postmodernism and Fanzines for example), drawing similarities to propose the future direction of memes as an artistic platform.