2020_1 | Futures Studios

F3. Free Form

Dan Younger

 

Studio Inquiry

In this studio you will explore how strategy can influence society and inversely how society can influence strategy. Using the concepts and tools of propaganda and mass population manipulation, how can designers subvert these techniques to create positive social change? In 1929, the father of public relations and advertising, Edward Bernays, was hired by the American Tobacco Company to sell cigarettes to women. Tapping into the narratives and rhetoric of the feminist and women's liberation movements of the time, Bernays, through a multimedia and public relations campaign was able to increase rates of smoking among women by framing cigarettes as symbols of emancipation and equality, by empowering women to fight social barriers and taboos and reinforcing that message through prominent feminists within the movement Women! Light another Torch Of Freedom! Fight another sex taboo! In 2019, social movements increasingly used design and strategic thinking to make their way into mainstream consciousness, with successful campaigns creating impact from the March For Our Lives, School Strike 4 Climate, For Freedoms, #MeToo and #KidsOfNauru.
Engagement
"Those who cannot remember the past are condemned to repeat it." - George Santayana. You will research and discuss the techniques used throughout history to influence mass societal change, whether it be in advertising, media or politics. Reframing social issues, understanding and tapping into the consciousness of a movement and moving conversations into the national and international dialogue.
Communication of knowledge
Understanding the policies, philosophies, goals and strategies of a movement will help you understand a direction for your strategy. The mistakes, the failures, the successes, the setbacks, the small wins and losses along the way. By understanding a historical social movement we can better understand the questions we need to be asking about current movements. Understanding the past can help us to establish the questions we need to be asking about the present. What are the similarities? What are the differences? What can we learn from the past and how can we do it better moving forward.
Activities
What you create will be based on your research and knowledge. What is appropriate? What will be effective? What will have real-world impact? "It isn't about what we cover, but what you discover." - Noam Chomsky. There will be a focus on creative thinking, finding new approaches and ways of thinking, challenging yourself, delving beyond the obvious, deeper into the why and how, self-critiquing and experimenting with ideas and creative outcomes through class critiques, mini workshops, discussions, debates, peer and teacher feedback.
Assessments
Brief 01: Research project Brief 02: Major project, informed by research project - Snap action Brief 03: Studio Knowledge Object
Pre-Reading
https://eyeondesign.aiga.org/designs-role-in-activism-can-go-deeper-than-posters-and-t-shirts/ https://eyeondesign.aiga.org/what-does-metoo-gain-by-winning-brand-of-the-year/ https://eyeondesign.aiga.org/nope-to-hope-the-power-of-graphics-in-politics-protest/ https://eyeondesign.aiga.org/the-radical-design-archive-preserving-100-years-of-political-graphics/ https://eyeondesign.aiga.org/former-clinton-campaigner-victor-ng-explains-how-designers-can-use-their-skills-to-do-the-most-good/ https://www.itsnicethat.com/articles/no-planet-no-fun-illustration-130819
Communities of Practice
Designing for Social Change, Designing Identity, Designing through Image, Designing Publications, Designing Disobedience



About Dan Younger

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