The Postmodern Paradigm Shift
Design Culture and Theory
Postmodernism is a general (and sometimes controversial) term used to refer to changes, developments, and tendencies which have taken place in literature, art, music, architecture, philosophy, etc.since the 1940s or 1950s. Postmodernism is to imply that modernism is over and done with. This is not so, as there is no neat division line. Originally, avant-garde movements in literature and the arts in general were modernist; avant-garde influences continue.
By accessing Johnathan M. Woodham’s, Pop to Post-Modernism: Changing Values, a number of referencing suggest an appeal to logos to identify the importance of new modes in mass communication and entertainment. The theoretical portrayal descry certain concrete examples that chronologically underline production to consumerism. Throughout Woodham’s piece, the critical position in criticism throughout the years suggest we should not forget the importance of what is called Postmodernism. How Postmodernism is influenced by technology and moreover into television with science fiction; the popularity of Neo-Gothic and horror imagery, conveys the eclectic approach. The television popularity illustrated the Psychedelic “60s” alternative to conformity in youth advertising and major labels that implied mainstream to either alter or join the norms of sex, drugs, and rock and roll.
Poster by Nhu Y Pham
“To genuinely attain a paradigm shift all you need is a great client, a great idea, no preconceptions at all of what will be the ‘right’ solution, some luck, hide like a rhino for deflecting criticism and, above all, courage. That seems easy enough, doesn’t it?” (Johnson 101).
The appeal to ethos by Charles Jencks in The Post-Modern Information World and the Rise of the Cognitariat states “the most visible shift in the post-modern world is towards pluralism and cultural eclecticism; an heterogeneity which was never intentional” (Jencks 1). An emphasis on pluralism in the reading is coined from communication and global capitalism. As American culture influences the globe’s value for media, technology and fashion, the change is described as a “capitalistic force [that] modified taste for change in schizophrenic ways.” (Jencks, 2). The notion of evolving to cognitariat, a class that conveys “knowledge is power”, would predicate a collapse in social class. By contrasting the rich and poor, being able to join the mainstream and change cultural values would characterize in Jencks words: a double edged sword.
The balance of information and opinion derived from both papers suggest a defining and insightful mode, highlighting Postmodernism as eclectic and diverse. From Modernism simplicity to Postmodernism ornamental conformity — the changes, developments, and tendencies based on technological developments has invited cultural awareness that in fact conforms us to join the digital era. However, within the conforming stages, a trend of individuality allows users to alter their perception of criteria in design.
Discussion:
How can designers shift design trends away from the “expected” into the “unexpected”?
Work Cited:
Woodham, Jonathan M. “Twentieth-Century Design”, 1997. Chapter 8.
Jencks Charles. “The Post-Modern Information World and the Rise of the Cognitariat.” The Industrial Design Reader. Ed. Carma Gorman. New York: Allworth Press, 2003. 223–227.
