Design as a Means of Conveying Postmodern Myths and Narrations
Keywords:Art, design, aesthetics, philosophy of culture, mythology, narration, communication, aesthetic sensation.
AbstractIn the 20th century the communicative link between an artist and a viewer was weakened or even completely lost. Modernist artists stopped showing the objective picture of the world and started to interpret it, losing the understandable for viewers mythical and narrative aspects of an artwork. New means of expression made this subjective image of the world even more incomprehensible for the general public, limiting art audiences to educated viewers and artists themselves. The same century saw the dynamic development of design, which began by decorating mass-produced tools and evolved into their aestheticization. The latest technologies and materials enable designers to realize almost any idea and so the tool’s handiness has become inferior to its aesthetics and beyond-practical messages. More and more often design is used to achieve important pro-social aims, such as natural environment protection, energy saving or charity support. It can be concluded that contemporary design has regained the communicative link with the general public. Carrying beyond-aesthetic values, myths and narrations of our times, being an integral part of our everyday existence and a source of aesthetic sensations, it clearly exemplifies pragmatic aesthetics. The scope of designers’ creative activity has widened to include areas such as the armaments or medical industry. As a result, design has been included in the research of numerous philosophical and social sciences.
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