4.1: History as a Cultural Lens

We Come to Know Design Through History, but What Exactly is History?
Read by Thu Jan 28,
Reading Response due Wed Feb 03,
Indiana Jones and the Raiders of the Lost Ark (1981)
Indiana Jones and the Raiders of the Lost Ark, 1981
Directed by Steven Spielberg; written by Lawrence Kasdan, George Lucas, and Philip Kaufman

Why?

Experience governs how we understand our world. This experience can be gained empirically—through our senses—and logically—by learning from others and deducing from our experiences. Concepts, such as “design,” are primarily understood through witnesses. Practitioners and teachers define what design is by teaching your methods, materials, theories, and histories. Histories are generally what govern the others. What design has been defines what design is now. The materials and tools employed in the past (even the recent past), are what you are taught to use in the present. Aesthetics of the past are inherited and deployed in the here and now.

The past is what happened, history is how it is remembered. As such, it is important to look closely at what history is, how it is shaped and communicated, and how it molds our understanding of design and culture. We also need to differentiate between history—“A narration of incidents, esp. (in later use) professedly true ones; a narrative, a story”—and myth—“A popular conception of a person or thing which exaggerates or idealizes the truth.”1, 2 It also begs the questions, who is telling the stories, are we learning a true history or a mythology, can we understand design outside of history, and what might design look like that is void of history?

Required

Note: I am including the TED video, not so much for the life-coach, self-help aspect, but to consider what she is saying as a more personal way to contemplate how we tell the stories of history.

How Changing Your Story Can Change Your Life, TED
Design History and the History of Design

Supplementary Readings

Historiography
The Stories We Tell Ourselves, The New York Times
“If we reflect on the stories we tell about ourselves, both to others and to ourselves, we may well find out things about who we are that complicate the view we would prefer to be identified with.”
The Stories We Tell Ourselves, Psychology Today
“None of us wants to be seen as the villain of our own, or of other people’s, lives. Quite the opposite, we want to be regarded well. The stories we tell are attempts to maintain that respect. Even our confessions of failure are equally efforts to show that we are repentant, that we are good people at heart for whom the current malfeasance is mostly an irregularity.”
Myth and History, Encyclopædia Britannica
“Myth and history represent alternative ways of looking at the past. Defining history is hardly easier than defining myth, but a historical approach necessarily involves both establishing a chronological framework for events and comparing and contrasting rival traditions in order to produce a coherent account. The latter process, in particular, requires the presence of writing in order that conflicting versions of the past may be recorded and evaluated. Where writing is absent, or where literacy is restricted, traditions embedded in myths through oral transmission may constitute the principal sources of authority for the past.”
Why Design History? A Multi-National Perspective on the State and Purpose of the Field
“This article asks: what is the significance of design history within higher education? It reviews the practice and purpose of design history, in the education of historically aware and critically engaged designers, as an emerging independent discipline, and in terms of what the subject has to offer allied fields such as history, sociology, cultural studies, history of technology, area studies and anthropology. It considers the development and current state of design history as it is taught in the UK and non-Anglophone Europe (including France, Italy, Scandinavia, Spain, Turkey and Greece), in the US, Australia and East Asia. The argument that follows is grounded in recent design historical scholarship, combined with the views of design historians working in the abovementioned countries, in order to provide both a contemporary perspective on current practice and suggestions about possible futures.”
The Redundancy of Design History
“Of course, this failure of design history to affect practice may be explained by the fact that most designers, on the whole, don’t read. But some do, and particularly those engaged in postgraduate or paper is not another clarion call to practitioners to underpin their practice with more history and theory. We have had enough of such ill-defined, badly informed invocations. Read? Read what? appreciate your traditions? Whose traditions? So, the key problem is not more design history but better design history.”
What is History?, History Today
“Four historians consider the most fundamental question of all, one famously posed by E.H. Carr almost 60 years ago.”
Myth, History, and Theory, History and Theory
“Myth and history are generally considered antithetical modes of explanation. Writers of each tend to distrust the data of the other. Many historians of the modern period see their task as one of removing all trace of myth from the historical record. Many students of myth consider history to have less explanatory power than traditional narra- tives. Since the Greeks, logos (word as demonstrable truth) has been opposed to mythos (word as authoritative pronouncement). In more general terms myth may be defined as any set of unexamined assumptions. Some modern historians have become aware that much so-called factual history is interfused with such assumptions. What we call history is at best mythistory. Some even suggest that there can be no real distinction between the discourses of myth and history, between fact and fiction.”
Has The World Already Ended? Or Just History?, PBS Idea Channel
“Things are… tense…. It’s tough to deny that right now, the world can feel a bit like a standoffish middle school dance… with nukes. Foreign policy, geopolitics, international defense, and even long standing institutions like the European Union and, depending upon who you ask, democracy itself… have uncertain futures. Rather than indulging in our inner chicken little, it may be useful to know this isn’t, of course, the first time some people have felt like the end is nigh. As a matter of fact, depending upon who you ask–and we will… ask–it’s possible that either the world… OR HISTORY… has already ended; though at the end… of both of those things, and this episode, maybe we can find a beginning. Let’s talk some Francis Fukuyama and Jean Baudrillard.”
Unreliable Narrators
Every Marriage Is a Courthouse, This American Life
“The second cartoon Chris Ware and John Kuramoto made for our TV show, animating a story told by Radiolab host Robert Krulwich and his wife, Tamar.”
Who Can You Trust? Unreliable Narrators, It's Lit!, PBS Digital Studios
“Who is the most powerful character in fiction? Villains may doom the world, heroes may save it, but no one has more control over the plot than the narrator - expositing the who, what, where, when and how directly into the reader’s mind. But how can you tell that the person telling you the story is telling you the whole story?”
The Fix Is In, This American Life

“There are all sorts of situations in which we suspect the fix is in, but we almost never find out for certain. On today's show, for once, we find out. The whole program is devoted to one story, in which we go inside the back rooms of one multinational corporation and hear the intricate workings—recorded on tape—of how they put the fix in.”

Mythology
Myth and History, Encyclopædia Britannica
“Myth and history represent alternative ways of looking at the past. Defining history is hardly easier than defining myth, but a historical approach necessarily involves both establishing a chronological framework for events and comparing and contrasting rival traditions in order to produce a coherent account. The latter process, in particular, requires the presence of writing in order that conflicting versions of the past may be recorded and evaluated. Where writing is absent, or where literacy is restricted, traditions embedded in myths through oral transmission may constitute the principal sources of authority for the past.”
Myth, History, and Theory, History and Theory
“Myth and history are generally considered antithetical modes of explanation. Writers of each tend to distrust the data of the other. Many historians of the modern period see their task as one of removing all trace of myth from the historical record. Many students of myth consider history to have less explanatory power than traditional narra- tives. Since the Greeks, logos (word as demonstrable truth) has been opposed to mythos (word as authoritative pronouncement). In more general terms myth may be defined as any set of unexamined assumptions. Some modern historians have become aware that much so-called factual history is interfused with such assumptions. What we call history is at best mythistory. Some even suggest that there can be no real distinction between the discourses of myth and history, between fact and fiction.”
What Is Myth? Crash Course World Mythology #1
“Welcome to Crash Course World Mythology, our latest adventure (and this series may be literally adventurous) in education. Over the next 40 episodes or so, we and Mike Rugnetta are going to learn about the world by looking at the foundational stories of a bunch of different cultural traditions. We’re going to look at the ways that people’s stories define them, and the ways they shape their culture. We’re going to learn about gods, goddesses, heroes, and tricksters, and a lot more. We’re going to walk the blurry line between myth and religion, and we’re going to like it.”

Response Questions

Remember to cite specific instances from the text to support your views.

  • How much does history impact your view of design? Imagine that design did not exist as a concept—that animation, illustration, graphic design, and photography were never invented or developed. How might that alter the way that you work or the way that you talk about your work?
  • If our understanding of design is based on its past performance, how might the stories that are perpetuated about design impact how it is practiced?
  • Consider the sources of the histories you have been taught, particularly around art and design. How reliable are they? What biases might they hold? How might that shape your understanding of design?
  1. “History, n.,” Oxford English Dictionary, accessed January 2, 2021, https://www-oed-com.erl.lib.byu.edu/view/Entry/87324.
  2. “Myth, n.,” Oxford English Dictionary, accessed January 2, 2021, https://www-oed-com.erl.lib.byu.edu/view/Entry/124670.

3.2: Languages (Visual and Otherwise) as Cultural Lenses

Assigning, Communicating, and Understanding Meaning
Read by Sat Jan 23,
Reading Response due Wed Jan 27,
Kate Crawford and artist Trevor Paglen, ImageNet Roulette
Kate Crawford and artist Trevor Paglen
ImageNet Roulette, 2019

Why?

As communicators (visual and otherwise), you must understand how communication works. We all assume that because we can read, write, and interpret the visual, auditory, tactile, and olfactory world around us, that we understand how and why communication works. Communication is a complex world of signs, abstract concepts, experience, context, syntax, and so on. Meaning is assigned, understood, and informed on many different levels. These readings will help you better understand the basics of visual literacy (how we “read” our visual world) and semiotics (the study of signs and how meaning is created).

Required

An Introduction To Semiotics — Signifier And Signified
Icon, Index, and Symbol — Three Categories of Signs
Language: Crash Course Psychology #16

Language: Crash Course Psychology #16 (2014), 10:01

Language & Meaning: Crash Course Philosophy #26

Language & Meaning: Crash Course Philosophy #26 (2016), 09:31

How We’re Teaching Computers to Understand Pictures, TED

How We’re Teaching Computers to Understand Pictures (2015), by Fei-Fei Ji, 17:49

Supplementary Readings

Semiotics & Visual Literacy
How Pink Became a Color for Girls, Racked
“For most of history, pink was just another color. It was worn equally by men and women. A line in Little Women published in 1869 refers to Amy as tying pink and blue ribbons around two babies to tell the male from the female ‘in the French fashion.’ That’s often cited as a reason pink became affiliated with girls. However, ribbons aside, babies were generally dressed in white, and if you did have twins that needed to be color-coded you didn’t have to go with pink or blue ribbons. A catalogue from 1918 even recommended dressing female babies in blue as it had a ‘much more delicate and dainty tone.’”
What Makes a Truly Great Logo, Vox
“About once a month, there’s a new logo to fight about on the internet. The biggest one in recent memory was the highly controversial Hillary Clinton logo, which did not escape scrutiny from Vox.com either. But as a designer/filmmaker, something about these repeated discussions struck me as missing the point on what makes logos tick. It often has little to do with the subjective musings. So I called up Michael Bierut, the designer of that Hillary Clinton logo and countless others. He sat down with me and helped explain the elements of a great logo.”
Auditory Icons, 99% Invisible
The Auditory Icons portion starts at about 10:57 and ends about 19:43. “So instead of a generic and alarming alarm sound that could indicate anything, actual information about the problem is communicated. There’s something intuitive about it, and it illustrates a larger opportunity for alarm designers to rethink appropriate solutions.”
Vexillonaire, 99% Invisible
“Vexillologists—those who study flags—tend to fall into one of two schools of thought. The first is one that focuses on history, category, and usage, and maintains that vexillologists should be scholars and historians of all flags, regardless of their designs. The other school of vexillology, however, maintains that not all flags are created equal, and that flags can and should be redesigned, and improved. Ted Kaye of the Portland Flag Association—the largest subnational flag organization in the country—is one such vexillologist. Kaye has a word for these activist vexillologists of his ilk who go out into the world and lobby for more beautiful flags: ‘vexillonaires.’”
Icon for Access, 99% Invisible
“There is a beauty to a universal standard. The idea that people across the world can agree that when they interact with one specific thing, everyone will be on the same page — regardless of language or culture or geographic locale. If you’re in Belgrade or Shanghai or São Paulo, you can look at a sign and know instantly, without speaking a word of the local language, that this floor is slippery. That the emergency exit is over there. That that substance is poisonous, and you should not eat it. The group behind those internationally recognized logos is called the International Organization for Standardization.”
ENGL 300: Introduction to Theory of Literature: Lecture 8 – Semiotics and Structuralism, Yale University: Open Yale Courses
“In this lecture, Professor Paul Fry explores the semiotics movement through the work of its founding theorist, Ferdinand de Saussure. The relationship of semiotics to hermeneutics, New Criticism, and Russian formalism is considered. Key semiotic binaries–such as langue and parole, signifier and signified, and synchrony and diachrony–are explored. Considerable time is spent applying semiotics theory to the example of a “red light” in a variety of semiotic contexts.”
Semiotics of Sound
Golden Record: Sounds of Earth
Listen to the Golden Record sent into space with the Voyager spacecraft. Each sound is meant to convey life on earth.
Sounds Natural, 99% Invisible
“And then there’s the question of sound. In most wildlife films, the sounds you hear were not recorded while the cameras were rolling. Most filmmakers use long telephoto lenses to film animals, but there’s no sonic equivalent of a zoom lens. Good audio requires a microphone close to the source of the sound, which can be difficult and dangerous. And so many of the subtle movement sounds—a chimpanzee rustling through leaves, or a hippo squelching in the muck, or a lizard fleeing snakes—don’t come from animals at all. They’re made by Foley artists.”
Auditory Icons, 99% Invisible
The Auditory Icons portion starts at about 10:57 and ends about 19:43 “So instead of a generic and alarming alarm sound that could indicate anything, actual information about the problem is communicated. There’s something intuitive about it, and it illustrates a larger opportunity for alarm designers to rethink appropriate solutions.”
Creating Languages, Visual & Otherwise
Ten Thousand Years, 99% Invisible
“In 1990, the federal government invited a group of geologists, linguists, astrophysicists, architects, artists, and writers to the New Mexico desert, to visit the Waste Isolation Pilot Plant. [. . .] This WIPP site is going to be radioactive for hundreds of thousands of years, though this panel was only responsible for keeping this place sufficiently marked for humans for the next 10,000 years—thinking beyond that timeframe was thought to be impossible. [. . .] Who knows the world will look like 10,000 years from now? The panel began by thinking about language. But language, like radioactive materials, has a half life.”
Shaka, When the Walls Fell, The Atlantic
“In one fascinating episode, Star Trek: The Next Generation traced the limits of human communication as we know it—and suggested a new, truer way of talking about the universe.”
The Inevitable, Intergalactic Awkwardness of Time Capsules, Atlas Obscura
“It’s easy to make fun of time capsules, but [. . .] it’s much harder to fill them with the kind of material that will actually stand the test of time. Often, the things we tuck away for posterity are embarrassing or boring. Sometimes, they’re much worse—racist, bigoted, wrongheaded. Most take that old adage about the winners writing history to its logical conclusion. And they are always, by their very nature, exceedingly presumptuous.”
The 116 Images NASA Wants Aliens to See
“The Voyager team tapped famous astronomer and science popularizer Carl Sagan to compose that message. Sagan's committee chose a copper phonograph LP as their medium, and over the course of six weeks they produced the ‘Golden Record’: a collection of sounds and images that will probably outlast all human artifacts on Earth.”
Golden Record: Sounds of Earth
Listen to the Golden Record sent into space with the Voyager spacecraft. Each sound is meant to convey life on earth.
The Foundations of the Voyager Record, Murmurs of Earth: The Voyager Interstellar Record
“In 1977, two extraordinary spacecraft called Voyager were launched to the stars. Affixed to each Voyager craft was a gold-coated copped phonograph record as a message to possible extra-terrestrial civilizations that might encounter the spacecraft in some distant space and time. Each record contained 118 photographs of our planet; almost 90 minutes of the world's greatest music; an evolutionary audio essay on "The Sounds of Earth"; and greetings in almost sixty human languages (and one whale language). This book is an account, written by those chiefly responsible for the contents of the Voyager Record, of why they did it, how they selected the repertoire, and precisely what the record contains.”
Voyager: The Interstellar Mission: The Golden Record, Jet Propulsion Laboratory: California Institute of Technology
You could go down the rabbit hole with this site since there are sounds, images, and multiple texts to read. “NASA placed a more ambitious message aboard Voyager 1 and 2-a kind of time capsule, intended to communicate a story of our world to extraterrestrials. The Voyager message is carried by a phonograph record-a 12-inch gold-plated copper disk containing sounds and images selected to portray the diversity of life and culture on Earth.”
Perception
Perceiving is Believing: Crash Course Psychology #7
“So what does perception even mean? What’s the difference between seeing something and making sense of it? In today’s episode of Crash Course Psychology, Hank gives us some insight into the differences between sensing and perceiving.”
Sensation & Perception – Crash Course Psychology #5
“Just what is the difference between sensing and perceiving? And how does vision actually work? And what does this have to do with a Corgi? In this episode of Crash Course Psychology, Hank takes us on a journey through the brain to better explain these and other concepts.”

Response Questions

Remember to cite specific instances from the text to support your views.

  • How have these readings on semiotics and visual literacy made you think about how you communicate as an artist?
  • If you think of your work as a time capsule akin to the Golden Record or the 10,000 Years project, is it important to you that you work communicate through time? Why or why not? What about your work is specific to contemporary contexts and how much can have a longer life span?
  • How might these readings impact your thinking of representational vs. non-representational work? How might non-representational work communicate?