POSTMODERNISM

- Doesn't like pastiche - has no substance to it and is embedded within intertextuality 
- Intertextuality; using this to refer to the relevance of signs and symbols, images, rather than what they represent

- Uses parody in relation to pastiche
- Likes parody but not pastiche 
- Parody has satire, laughter and conviction
- Simulacrum - an image of someone or something
- Parody / Pastiche is from a representation of the past as a mode of communication. Pastiche is a negative opinion
- nostalgia - the representation of the past is not accurate, it is based on stereotypes of wat we interpret them to be at the time in order to convey the time period e.g. Peaky Blinders (creates effect of nostalgia based on the objects and artefacts that you associate with that time
- cultural production - images, text, film and music become embedded within capitalist production and are thus subject to exhannge value, however when you do this you are disabling the actual value of these things.
- Linda Hutches used parody whereas Jamerson uses pastiche
- Hutches is a very persoal interpretation which has criticism and not generally objective this contradicts Jamersons opinion of parody and pastiche
- postmodernism is much more open to self criticality
- postmodernism is good as it looks to constantly criticise the idea that real history isn't real
- jamersons idea of real history doesn;t actually exist it is just interpretations of events

In conclusion the mode of representation of pastiche/parody revolves around looking to history and how this informs design today. Looking at connections within 'original' history and its representations in the modern day. 

Drawing on symbols and signs of history for own purpose. Jonathan Barnbrook is a post-modernism graphic designer who references history within his work looks at past styles to inform and inspire the work he does today

COP LECTURE - what is research

Praxis -Integration of theory, research and action. Initial research allows for the progression to practical ideas, development, theoretical/content development. This lead onto practical and written response which come together to form a praxis.

Stimulated approach - a conscious or subconscious search for inspiration from an external repertoire: in the surroundings, media, in discussion, libraries etc. The main concern here is the development of analogies and associative approaches which as further developed into individual solutions.

Systematic approach - based on systematic collective and modification of the components, characteristics and means of expression: such as by structure and restructuring, enlarging and reducing. Dismantle and deconstruct to see how an idea works. 

Intuitive Approach - development of thought process, internal repertoire of what you know creating your own practise.

Research is the process of finding facts. These facts will lead to knowledge. Research is done by understanding what is already known. Innovative ideas come out of research which involves collecting information from a range of sources. Research is the process of finding facts. these facts will lead to knowledge. 

'Research is to see what everybody else has seen and to think what nobody else has thought'  Albert Szent-Gyorgyi 

Primary Research - developed or collected for a specific end use, you do and has never exists before. Data doest exist yet.

Secondary Research - published or recorded data that have already been collected for some other purpose. 

Analyse research to draw analogies to your project.

Quantitive research - deals with facts, figure and measurements and produces data which can be readily analysed. Quantitive research also generates numerical data or data that can be converted into numbers as it is objective as is can be proven. 

Qualitative Research - way to study people or systems by interacting and observing the subject meaning its not tangible/not necessarily provable.

'Research is formalised curiosity. it is poking and prying with a purpose' - Zora Neale Hurston

Purpose - initial research question

Paradigm - refined research question

Design Frame - Methods and techniques

COP is based on what you need to know and what you want to know 

Analysis - identify a problem, what needs doing, what already exists etc. 

Research - ideas that occur from research, what happens when you try certain things 

Evaluation - which outcome successfully fulfils the brief, meets clients needs. 

Solution - what you want to do, is it feasible, cost effective, where to start

Ontology:

- Philosophical analysis of what is or can be known, analysis of facts, properties and processes that form knowledge. 

- Conceptualisation or categorisation of existing knowledge and what can be known. 

Epistemology:

- Philosophical analysis of the scope and nature of knowledge and how we can know something. 

Methodology:

- a system of methods used in a particular area of study or activity.

Approaches: case study, active theory, experimental 

Data: primary, secondary, quantitative, qualitative 

Techniques: research, tools 

IDEAS FOR QUESTION

Looked into Printmaking 21st century but I did something much like this in COP1 so wanted to possibly branch out and look at something new that I could learn. With this in mind I found this article on authorship which I thought could be a possible route to explore. 

After discussing these ideas with Simon he thought it could be interesting to look further into :
- the role as an author
- appropriation in relation to graphic design
- Jamie Reed
- auto theory
- Roland Barthes - death of an author ( postmodern thesis - role of reader )
- Che Guevara - been adsorbed
- extend to pastiche - using styles - Jameson

IDENTITY

Robin Warner 2003 - This is your lifestyle :

- uses contrasting theories to form argument 

- self identity relies heavily on the opinion of others 'no-one can maintain his identity by him-self'

- for self identity you need to continuously reflect and analyse

- self identity is defined by what we buy and the way we act

- use theories and role models to boost statement and improve sales pitch

- use of spanish shows the powerful message used within the language is understandable in both english and spanish

- role of persuasion and manipulation in advertising - way of moving away but not giving up the effectiveness

Catherine Jannson-Boyd 2010 - Identity and Consumption :

What is meant by multiple identities?

It means that people tend to have more than one personality due to the different roles they play within society which then results in multi-dimensional personalities constructed of the many characteristics that people posses which makes up a persons self identities. 

How are identities formed?

People develop their own personal beliefs about politics, religion, what motivates them and feelings through direct learning and indirect learning, which helps describe their self identity. 

What is social categorisation?

person perception effects the perception of people based on material possessions as it is easier to categorise people by their possessions as these help identify the group that people belong to. The categorisation of individuals has lead people to feel depersonalised, lowering self-esteem. As people tend to belong to certain social groups its increasingly easy to identify people through their possessions. 

What is social comparison?

Downward social comparison occurs when we compare ourselves to those who we appear superior which then boosts our self esteem. Upward social comparison occurs when we compare ourselves to those who are perceived as better which can have a negative effect on our self esteem. This is usually in comparison with the media's ideal image.

What is an example of strong brand identification?

Apple and PC users strongly identify with their prospective brands. When in comparison mac was found to be more a part of a users self-concept as they are less commonly used than PC. This creates a connection between users who see themselves as a part of a close community. 

What are the negative effects on body image?

The media portrays digitally manipulated images of the 'perfect' physical appearance. This pressure to be perfect starts at young age through toys such as barbies, the children see this and believe this to be the norm however this image is very un realistic. Due to this as a child it is easy to grow up and fail to live up to the ideals that were portray to them when they were younger. This leads to a destructive cycle as they set unreachable targets leading to poor physical and mental health. 

What is self-discrepancy theory?

Self discrepancy theory seeks to explain why people are unhappy with their physical appearance. This theory proposes that people have 3 types of self-schema :

1 - Actual self – the way people are at the present point in time

2 - Ideal self – the self we aspire to be, helps us to strive to be our perception of perfect

3 - Ought self – the way we think we should be and prevents us from doing things that don't fit who we want to be

It is very important there are no discrepancies between the actual and ideal self as it can lead to feelings of dissatisfaction and disappointment. Those with high discrepancies are much more likely to have low self esteem and engage with identity seeking buying behaviour. 

MALE GAZE THEORY

Visual pleasure and narrative cinema was an essay written by Laura Mulvey. 'Male gaze' was coined from Mulvey's essay, in film the male gaze occurs when the audience is put into the perspective of a heterosexual man. A scene could focus on the curves of a woman's body, putting the viewer in the eyes of the male character. The reason it is the male gaze theory is because the curves are highlighted with specific conventions within film. The theory suggests that the male gaze denies women identity which then makes them an object to be admired for their physical appearance. Mulvey's theory also suggests that women more often than not are forced to watch a film from a secondary perspective and can only view themselves from a mans perspective. Female Objectification is related to the gaze. The person who is gazed at is then objectified, who's sole value is to be enjoyed. In Cine-psychoanaysis (Story, J 2001) it is said that the pleasure of pop cinema must be destroyed in order to liberate women from the exploitation and oppression of being the raw material for the male gaze. In the text Stars and Audiences (Dyer, R 1979) it is said that Mulvey concludes that the male gaze produces a sadistically voyeuristic pleasure, which is a sexual interest in pleasure from inflicting pain. In relation to Graphic Design I think the James Bond franchise is a clear example of film objectifying of women and forcing the audience to view females through the male gaze. 

Triangulate 3 texts –

The male gaze as discussed by Mulvey. L (1975) in 'Visual Pleasure and Narrative Cinema' explores the sexualisation of women in cinema which is derived from the psychoanalytical theory that men are leaders because they have a penis and the women's roll is to be looked at due to her lack of penis and is forced to be maternal. Furthermore Mulvey. L (1975) explains the use of psychoanalysis as a feminist weapon in order to gain control over the male gaze. The male gaze is explained further by Storey, J (2001) in 'Cultural Theory and Popular Culture' where its discussed in relation to the ego and how the male gaze is linked to the pleasure of seeing which results in the sexualisation of women in cinema and life as the cinema gives the audience the experience of watching as the darkness creates the impression of spying on someone.  Additionally the male gaze is discussed further by Dyer, R (1979) 'Stars' in which he expands on the theory in relation to men and how today the man is sexualised just as much as women. 

RESEARCH QUESTION IDEAS

COP 1

1. Focus on a specific graphic design discipline

2. The question must be open ended.

3. The question must allow for suitable theoretical research as well as visual exploration.

4. Position your research within contemporary graphic design practice - make it work for you.

5. Do some quick preliminary research to gauge how much literature is currently available...do the same to explore what is currently happening within the industry.

6. Consider what primary research methods could be used to support your research.

COP1 = I really enjoyed learning about the handmade print methods as it has something that I have always been interested in and find intriguing. So I think this is something that I could take further in my second year. However handmade print methods is quite a large area to cover so I would need to narrow down the subject area first in order to find a suitable question for my essay to be on. 

Possible question ideas :

Why is printmaking important in our culture and time?

Is the commercial aspect of printmaking an important cultural consideration?

Below I did some quick preliminary research, which shoed me that there were multiple articles and literature that is available related to my subject.

COP READING

These were the 3 texts that we were to read, I also made notes on them as I knew that if I did not I would not retain the information as well ready for the next session. Images of my notes is below :