Reading Response 1 – JM

Armstrong, Helen. “Introduction: Revisiting the Avant-Garde” Graphic Design Theory: Readings From the Field, Princeton Architectural Press, 2009. Pages 9-15.

While reading “Revisiting the Avant-Garde” do you notice similarities between avant-garde movements of the past and the design field (or the world) of today?

Let’s look at a few terms you will find in the reading. In your reading response, define these terms and consider in what ways do today’s designers participate in, facilitate, or reject:

1. Authorship
2. Universality
3. Social Responsibility

Provide specific examples (ie: specific designers, social media tools, design trends, advertising campaigns, etc). What idea(s) or concerns do you think will drive the Avant-Garde of the near future?

Authorship – 1.The profession of writing. 2. The source (such as the author) of a piece of writing, music, or art. 3. The state or act of writing, creating, or causing. https://www.merriam-webster.com/ 

Universality – 1. The quality or state of being universal. 2. Universal comprehensiveness in range. https://www.merriam-webster.com/

Social Responsibility – An ethical theory in which individuals are accountable for fulfilling their civic duty, and the actions of an individual must benefit the whole society. https://pachamama.org/ 

In today’s world, a designer is more than what was originally known as a designer. Designers are now multi-talented beings that can create work in more than one area of design. For example, there are quite a few writers whom I consider designers. The ability to design a plot and keep your audience engaged from the beginning to the end is considered gifted authorship. An example would be Harlan Corban who has written numerous books that turned into Netflix series. https://www.harlancoben.com/ 

Then there is the colorful Kate Moross who turns her calligraphy into amazing posters of art. Her work embodies originality and promotes the expressiveness of a personal character. https://www.ariesmoross.com/ 

Gordon Parks, who was a great photographer, felt he had a social responsibility for civil rights and showed the voices of his people in the photography he took along with his other work.https://www.gordonparksfoundation.org/gordon-parks/biography 

Social media is now the King of universality. Being able to connect with anyone anywhere at any time and share any type of content can be a lot to process but has proven to be a great channel for advertising campaigns for such brands as Starbucks, MAC makeup, and Taco Bell. https://taggbox.com/ 

I think the future of design, the avant-garde, will be led by social issues. People today are very sensitive and concerned about various occurrences happening in their communities, country, and the world. It’s always nice to create a piece of work that would create a moment of happiness; however, people are more in tune with reality and would like their voices to be heard where help is needed. A long list includes homelessness, inequality, global warming, food disparities, and more.

Annotation Links

1. Revisiting the Avant-Garde Introduction/Word definition
2. Collective Authorship
3. Social Responsibility