Overview

Read and annotate Steven Heller’s “Underground Mainstream” in Design Observer using our Hypothesis group.  In this text, we will look at Steven Heller’s critique of the complex relationship between “the mainstream” and “the underground.”

Your response to the prompt should be about 200 words and checked for spelling and grammar errors.

Key Themes and Takeaways

Steven Heller, “Underground Mainstream,” 2008

Steven Heller takes a look at the advertising industry as he delves into the complex relationship between underground and mainstream design.

  • Mainstream, corporate culture steals ideas from underground counter-cultural movements
  • ‘The avant garde is usurped when its eccentricity is deemed acceptable.’
  • Psychedelia is one example of an ‘alternative code’ that spread through youth culture before it was commodified and diluted for the mass marketplace
  • Culture-jamming appropriates the visual language of the mainstream to critique or undermine mass culture 
  • In contemporary advertising, underground and mainstream have been folded into one.

Instructions

Following the instructions below, read and annotate the text with your classmates in our Hypothesis group. After reading and annotating the text, create a rough draft of your response in your Research Journal. Your response should be about 200 words and checked for spelling and grammar errors. Lastly, create a new post and publish your response.

1. Open the readings

In a new tab open “Underground Mainstream” in Design Observer.

2. Enable Hypothesis

The reading links above will automatically open Hypothesis. Login to your account and select our group (IMPORTANT!) from the dropdown to make sure your annotations and highlights will be recorded in the group. See Using Hypothesis for details.

3. Consider these questions.

Here are the questions to which you should respond in your reading response:

  • In your opinion, is there a difference between “underground” and “mainstream” today? Why?
  • Heller identifies a few underground movements, like 1960s psychedelia, that turned mainstream; which ones does he identify? And can you think of any others?
  • Provide a visual example (with citation) of culture jamming today. Describe why it would be considered culture jamming.

4. Read & Annotate.

Consider the questions/prompts listed above. Start to formulate the answers to these prompts while you practice close reading with annotations. This will be part of your grade. Share at least 3 annotations in the Hypothesis group, including your questions, definitions, and ideas with your classmates. Add the tags: Mainstream Modernism and Reading Response 6 to your annotations.

5. Draft your Reading Response.

In your Research Journal, write a draft of your 200-word response.

  • Check for grammar and spelling errors.
  • Use the word count tool.
  • Use the Grammarly app or something similar to improve the clarity of your writing.
  • Use visual examples to supplement your reading response.
  • Consider looking back at the Learning Graphic Design History videos or the Course Resources to see if there are historical examples that will help support your ideas.

6. Post your Reading Response.

When ready, create a new post titled “Reading Response 6 – YourInitials.”

At the top of the post copy and paste the following: Steven Heller “Underground Mainstream” in Design Observer 2008.

Copy and paste the questions/prompts listed above. Paste your reading response from your Research Journal. Add links to your annotations in the Hypothesis group at the bottom of your post. Always add links and attribution for any images that you use in your post. Adjust any formatting issues that may have occurred while pasting. Use the Reading Response (Example) as a guide.

Please be sure to add the following title, category, and tags to your posts. For help with adding Categories and Tags, see OpenLab Help.

  • TITLE: Reading Response 6 – Your Initials
  • CATEGORY: Reading Responses
  • TAG: Reading Response #6
  • TAG: Your Name or Screen Name

Due Date(s)

Your reading response is due the day before the next session.

Resources

More info

Texts

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