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Redefining art worlds in the late modernity
#From the shadow to the centre : tensions, contradictions and ambitions in building graphic design as a profession
Pedro Quintela
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Traditionally, design was understood as a hinge area between the art and production system, which took, on the course of the twentieth century, a peripheral place in the context of the artistic and cultural production. Design as a profession was built in this permanent tension between a commercial vocation and an aesthetic sense, and it was often despised or ignored by the academia and the ‘art worlds’. C. Wright Mills (1958), for instance, saw designers as the ‘men in the middle’, alienated and frustrated, caught between the worlds of creativity and commercialism. However, this view has been changing considerably during the recent decades. In late capitalism, design has acquired a new role in society, due to the massification of its presence in economies that have become more and more ‘design intensive’ (Lash & Urry, 1994). Designers have become key-figures that look at themselves as cultural operators and creative agents. Simultaneously, the profession became massified, in a process which was accompanied by a greater structuring of the design education and research system. Paradoxically, in this process of affirmation, design as a profession has been increasingly degraded and became precarious. The chapter draws mainly on several interviews conducted with Portuguese graphic designers, from different generations and with diverse professional paths, in order to analyse and discuss some tensions and contradictions on the construction process of graphic design as a profession.
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Data da última atualização: 2021-02-24

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