Paul Rand “Good Design Is Good Will” 1987 from Graphic Design Theory: Readings From the Field page 64-69 and Steven Heller’s â€œUnderground Mainstream” in Design Observer 2008.

Prompts

  • 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.

Response

Absolutely, there is still a distinction between “mainstream” and “underground” nowadays. Unknown or unpopular music and art are nonetheless referred to as being in the underground scene. This might include music from indie labels, unsigned or with little distribution artists, music not frequently heard on commercial radio, or anything else. On the other side, the mainstream scene comprises of music and artwork that has attracted wide public interest and popularity. This might be anything from well-known recording artists to often played radio music or well admired works of art. The underground scene is often more experimental and has fewer limitations than the mainstream culture, which is more concerned with repetition and financial success.

The British Invasion, Punk Music, and 1960s psychedelia are examples of underground movements that gained popularity, according to Heller. The 1980s hip-hop movement, the 1990s grunge movement, and the 2000s EDM (electronic dance music) movement are examples of other underground trends that became popular.

The activist collective “Banksy”Unauthorized” “‘s billboard campaign serves as a contemporary visual illustration of culture mashups. An image of a rat in a suit holding a briefcase and a placard that said “Unauthorized” was shown on a billboard. Because the goal of this billboard campaign was to disrupt the current quo and convey a message of defiance to the “power” that the rat was intended to represent, it was classified as a sort of cultural jamming. The purpose of the billboard was to raise awareness to the notion that individuals have the ability to resist the systems and conventions that have been forced upon them by those in positions of authority. A prevalent motif in cultural jamming, Banksy was able to illustrate what it meant to oppose authority and business by utilizing the image of a rat.

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