Reading Response 7 – SC

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

• 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.

            In my opinion there is no difference between the underground and mainstream today. Everything is so readily available online that the second it gets posted anywhere it can gain traction because it becomes part of the world wide web. We as citizens are not guaranteed any privacy in our everyday lives so it is a little silly to think that anything could be done in secret anymore unless you possess some sort of higher power and money or have connections to make evidence go away. Heller identifies the 60’s, “underground bands”, Dada, 1930’s Ballyhoo, and MAD magazine. 

            I believe the writer, Heller, should perhaps use his time more wisely and maybe fight for the rights of artists in the workplace or perhaps he may write about anyone who doesn’t look like him, a white man, could never be taken seriously in the perverse and money hungry environment that is the high-priced art world. Another suggestion is to create more design ideas and concepts that may be new or that may contribute something to the planet, but things like type, magazines, or “underground bands” have never changed the world for the better. In addition, anyone who uses phrases like “self-flagellating” should be encased inside stone like Han Solo so that new artists, who are diverse, have a chance to show the world their ideas without having to be judged or compared to something else.

This is an example of culture jamming because they manipulated the logo for IKEA and created a new tagline and in doing so are ridiculing the furniture store.