Reading Response 1 – CC

Reading Response 1 (Introduction: Revisiting the Avant-Garde.”) p: 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:

• Authorship
• Universality
• Social Responsibility

Provide specific examples (ie: specific designers, social media tools, design trends, advertising campaigns, etc). Check out AIGA’s Eye on Design to find out what contemporary designers are working on.

What idea(s) or concerns do you think will drive the Avant-Garde of the near future?

While reading, Revisiting the Avant-Garde, I do notice similarities between avant-garde movements from the past and the design field to today.  Creators in the past designed with the intention to create the idealism that human culture could be united. With today’s creator we use design with the intent to persuade our target audience through their emotions.  We as consumers are moved through our emotions.  Creators play on this factor to have users agree to their narrative insuring that it fits their ideas.  Today’s artist is technologically progressing in communications pushing their subjective visions. Having the privilege of digital technology aids in the change of producer-consumer relationship.

Creatives/designers can assert artistic presence showing authorship thus invoking change in the fundamentals of communication. We still have attachment to the Avant-Garde of the past aiding as part of the fundamentals in art.  Using the objective vision to show that there is a clear-cut message or meaning to which the artwork makes sense about the world at that time. Building on their success covering part of the past but bringing creators into the futuristic idealism connecting international Style, Pop, and postmodernism.  

With time comes change and my concerns that I think will drive the Avant-Garde of the near future is the issue with social responsibility.  So many people have access to technology today that they can push their agenda without taking social responsibility. As creators, we put out ideas to push for change with the intent. To take credit. For the change. It’s getting harder to weed out the facts from the fiction due to the wide range of accessibility to technologies.