Chapter 6 Flashcards
While the _______ movement was characterized by its positive belief in social progress and the goal of objectivity, the _________ movement is characterized by questioning these beliefs and the foundations of the social institutions that maintain them.
Modernism
Post-modernism
For some scholars the term _____ means the rejection of modernist values and principles, a critique of the notions that designers speak with authority about appropriate form and that universal meaning is achievable.
Post-modernism
A mixture of visual references that imitate previous styles or works in a new context; a fragmented experience
Pastiche
Post-_______ relates to an economy that no longer relies on mechanical production.
Post-Industrial
_______ society is marked by a transition from a manufacturing-based economy to a service-based economy
Post-Industrial
In his 1966 lecture (or “gentle manifesto”) at MoMA, the American architect _________ confronted head-on the contrasting values of modern and post-modern architecture. This lecture was later published in a book “Complexity and Contradiction in Architecture.”
Robert Venturi
_______’s architecture reveled in the ambiguity of meaning that arose from a clash of specific cultural and historical references (many of them from popular culture), which was very distinct from the abstraction that interested his modernist predecessors.
Robert Venturi
At the Museum of Modern Art, Venturi posed the question, “Is not Main Street almost all right?” He was arguing for what he called “the _____” of the built environment. As he puts it, “We were calling for an architecture that promotes richness and ambiguity over unity and clarity, contradiction and redundancy over harmony and simplicity.” He wanted architecture to deal with the complexities of the city, to become more contextual.
Messy vitality
Venturi wanted modernists to learn from the ______ examples of the built environment, which were from the commonplace and ordinary.
Vernacular
______ is the everyday language of ordinary people that is characteristic of a region or culture. In the context of design, _______ form refers to the visual language produced by people who are not trained in design and contains connotations of a particular culture, public, or use.
Vernacular
Vernacular form
Designer _________, from Thirst magazine, focused on visual representations that appeared to arise from low culture, and the vernacular of supermarket ads and commercial packaging (referred to as lacking “good design”)
Rick Valicenti
_______ is the condition in which two or more theories, visual references, principles, meanings, etc coexist in or are called forth by the same design
Pluralism
Charles Jenks argued instead for ________, a variety of styles that arise from local culture. Rather than rejecting history altogether, he promoted the use of conventional architecture and juxtaposing it with contemporary forms.
Pluralism
Style that is recycled from the past (or a mix of visual references that imitate previous styles), can also be referred to as _______.
Pastiche
Designers _____ and _____, of Fetish Magazine, were known for using contrasting typefaces, a direct rejection of the standards established by their predecessors from the International Typographic Style / Swiss Design.
Jane Kosstrin and David Sterling
French philosopher Jacques Derrida introduced the majority of the ideas behind a post-modernist term ______, in which no writing can acquire its authors intended meaning as the reader recombines it and imposes their own meaning upon it.
Deconstruction
Post-_______ emphasizes plural readings of text, and the reluctance to ground the analysis of text in any single theory of meaning
Post- Structuralist
Post-_________ analyses acknowledge that the reader always has a cultural position and that no reading of text can be innocent of the values or biases.
Post-Structuralist
Post-modern experimentation in design resulted in 6 major themes: \_\_\_\_writerly rather than readily text \_\_\_\_rather than singular meanings \_\_\_\_rather than metaphor \_\_\_\_ position \_\_\_\_, appropriated, and default forms \_\_\_\_ and the importance of image
Writerly Plural Metonymy Cultural position Vernacular Hyperreality
Literary critic _______ believed that texts were either readerly or writerly. Readerly text, according to this critic, presumes that the author controls meaning of the text. It is a modernist and structuralist viewpoint.
Roland Barthes
______ly text posits that the reader constructs the meaning as an active participant in the communication process. Meaning that many possible meanings may arise and that context, time, and the past experiences of viewers/readers exert influences on the interpretation.
Writerly
In graphic design, the typeface _______ is a good example of “writerly text” as it, overtime, has become to stand for something more than a good, legible typeface. It was once a leading edge typeface for modernist designers, it then became the go to choice of the corporate world, in the 80s it then fell out of favor and became the default typeface on computers, and then it became the subject of a movie, and is now back in fashion. It’s meaning is contingent upon context, time, and past experiences of the reader. It is not fixed and does not mean the same thing to everyone.
Helvetica
______ is an overarching concept or story that provides a comprehensive explanation for historical or cultural experience
Metanarrative
Metaphor concerns analogy or
One thing representing something else
Two things are alike in some way
______ calls up a field of associations with a thing or concept, whereas metaphor targets a specific meaning and assigns it to something else
Metonymy
in a _________, the word we use to describe another thing is closely linked to that particular thing, but is not a part of it. For example, “Crown” which means power or authority is a _______.
Metonymy
_____ and ____ are similar in various aspects but the major difference is that a ________ substitutes a concept with another, a ______ selects a related term. So, if _____ is for substitution, _______ is for association. For example, the sentence ‘he is a tiger in class’ is a ________. Here the word tiger is used in substitution for displaying an attribute of character of the person.
Read more: Difference Between Metaphor and Metonymy | Difference Between | Metaphor vs Metonymy http://www.differencebetween.net/language/difference-between-metaphor-and-metonymy/#ixzz46tM7K8Y4
Metaphor and metonymy;
metaphor, metonymy
metaphor, metonymy
Metaphor
_________is the name of the post-modern idea that says we all have identities, biases, and subjective beliefs that determine our particular view of the world.
Cultural Position
_______ is a mixture of visual references that imitate previous styles in new works or contexts. This was an often used approach to form by post-modern designers.
Pastiche
When architect Robert Venturi says he is interested in “both/and” not “either/or,” what is he talking about?
That the everyday world has a collision of signifiers and design should mirror that messy vitality.
Which, metaphor or metonymy, is frequently used by post-modern designers?
Metonymy
________ is Jean Baudrillard’s term for “living in the image” — for simulations created in post-modern culture in which all cultural forms and language have taken on the expressive characteristics of advertising, and which do not actually exist.
Hyperreality
Book designer ____, in a controversial article in 1992 for ID magazine “Overcoming Modernism” covered the impact that digital technology had on typographic form.
Lorraine Wild
Writer and critic _____ described, in “The Culture of Craft,” a separation between design from craft a having ideas and making ideas
Peter Dormer
Published between 1985 and 2005, ______ magazine became he major site for contemporary discourse in new typographic form. The magazine’s designers experimented with new font designs that drew from historical and vernacular form, created layouts that departed from traditional magazine layouts and commissioned essays that talked about typography in terms of emerging theories.
Emigre
Graphic designer Neville Brody is one of the founding members of London’s _______, a typeface foundry
Fontworks
In post-modern design _____ is more than an arbitrary aesthetic choice; it amplifies meaning.
Style
Often working with grunge and punk clients of the music industry, American graphic designer _______ drew inspiration from industrial catalogues, the work of self taught designers, and form created by low tech and hand processes.
Art Chantry
_______ design is the act of taking (usually without permission) from another culture or period of history in order to borrow the connotation of the original.
Appropriated
British writer and culture critic _______ describes how advertising creates a correlation between product being advertised and another system (ie. Expensive jewelry with romantic love) essentially buying into something that could otherwise not be bought and sold.
Judith Williamson
