An exploration of how professional graphic design discourse impacts on innovation : a focus on the articulation of a South African design language in i-jusi

Moys, Jeanne Louise

Title: An exploration of how professional graphic design discourse impacts on innovation : a focus on the articulation of a South African design language in i-jusi
Creator: Moys, Jeanne Louise
Subject: Graphic arts -- South Africa
Subject: Words in art
Subject: Writing in art
Date Issued: 2004
Date: 2004
Type: Thesis
Type: Masters
Type: MA
Identifier: vital:3468
Identifier: http://hdl.handle.net/10962/d1002923
Identifier: Graphic arts -- South Africa
Identifier: Words in art
Identifier: Writing in art
Description: This study examines the graphic design industry’s call for ‘a South African design language’ in post-apartheid South Africa and how the non-commercial publication i-jusi is envisaged as a space for graphic designers to innovate a South African design language. The central premise of this research is that graphic design, as a form of cultural production, is discursive. In this respect, graphic design practice is constructed and constrained by professional discourse, which is in turn informed by social structures. However, discourse is also a site of contestation and graphic designers may challenge or negotiate professional discourse in their practice. Thus, as Wolff (1981) argues, the possibility for innovation within graphic design practice may exist at a particular historical moment, although this possibility is itself situated within social structures. In this study, the impact of professional graphic design discourse on the attempt to innovate a South African design language in i-jusi is explored. Utilising qualitative interviews and other texts selected from graphic design commentary (conference presentations and published articles), the motivations of the producers of i-jusi are examined with a view to assessing how their articulation of a South African design language is informed by professional graphic design discourse.
Format: 138 leaves
Format: pdf
Publisher: Rhodes University
Publisher: Faculty of Humanities, Journalism and Media Studies
Language: English
Rights: Moys, Jeanne Louise

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