Rahpooye Honar-Ha-Ye Tajassomi

Rahpooye Honar-Ha-Ye Tajassomi

Recognizing Patterns in the Construction of National Design in the Face of Global Design

Document Type : Original Article

Authors
Meysam Khodashenas 1
Yaghoob Azhand 2
1 1 Ph.D. Candidate of Comparative and Analytic History of Islamic Art, Department of Advanced Studies in Art, School of Visual Arts, College of Fine Arts, University of Tehran, Tehran, Iran.
2 Professor, School of Visual Arts, Collage of Fine Arts, University of Tehran, Tehran, Iran.
10.22034/ra.2022.545842.1161
Abstract
 
Today, according to alternative theories and approaches, industrial design not only meets the needs of users, but also reflects their lifestyles and narrates the culture of its time. During the last two decades, with the studies of young design historians, industrial design has changed from just product design to a form of activism in society, and the emergence and growth of trends such as design management and socio-cultural approaches are the result of this global trend of industrial design. In the same way, following the growth and expansion of post-colonial studies in art and design, research in the design of peripheral countries has found a special place in academic studies of design.
In addition, the phenomenon of globalization has provided suitable conditions for the penetration of different design ideas in all parts of the world. On the one hand, design with native products in the five continents has been seen on the basis of comprehensive international communication, and on the contrary, global design (international style) by emphasizing its universal principles has provided the possibility of more and easier penetration throughout the world; functionalist design models offered in the form of modern products of reputable international and multinational companies.
In this context, firstly, the long-standing gap between the historiography of product design between advanced countries (the central countries always present in the history of design) and the peripheral countries is reduced, and secondly, a kind of confrontation or interaction between the two tendencies of national (local) design and global design is possible.
Research goals: The main goal of this study is to investigate the theoretical frameworks and approaches of national design identification by design activists (professional designers, native historians and theoreticians) in the central and marginal countries of industrial design in the face of the main values of global design and the typology of macro trends in them.
Research Method: This qualitative study was conducted with the interpretative research method and by using the content analysis of the papers and articles published on the topics of "national design" and "national identity in design" of different nations. The studied research articles have been selected from among the studies published in the past 15 years in prestigious international journals including: "International Journal of Design History", "Design and Culture", "Design Issues" and finally "Design". Based on their purpose, which is to profile national design, the study samples are from three different continents of Europe, Asia and the Pacific and also include the design of central and peripheral countries in the history of global design.
For this purpose, first by studying the secondary resources (famous books on the history of industrial design and history of architecture), the fundamental principles and important guidelines of global design (international style) were extracted and divided into four categories: "functional", " strategy of design education", "aesthetics" and "marketing" criteria were classified. Then, the confrontation methods of the selected national design texts have been evaluated based on the above criteria.
Conclusion: Generally, Professional and design researchers in different countries of the world have shown different reactions to the acceptance of global design principles. These reactions depend on the social and political conditions, historical background, and also their distance from the central countries and dominant flow of world design. The current paper has identified four meta-trends in the way national activists deal with global design: "completely following ", "creative", "multiple" and "eclectic" approaches. All of them can be classified in the main paradigm of “global-localization”.
On the other hand, according to the literature of national design, the model of complete localism is not seen as a special matter and with the complete rejection of global design principles and relying on the specific achievements of local product design. One of its undeniable reasons is the technological superiority of the machine mass production method, which has become the basis for the development and widely release of modern design in the lives of the public. In most cases, a combination of traditional and industrial materials or local and mass-production methods has been used in establishing national design.
The highest degree of differentiation in national design is based on reference to the socio-cultural context of nations. This category has included the use of native-local symbols, (Classical) historically established forms and attention to the local cultural values in the design of national products. Obviously, these differences are prioritized in aesthetics. Finally, technological achievements in production methods in the new century, especially rapid prototyping and shifting of new design attitudes from mass-production to customized and personalized products, have created favorable conditions for the supply of products with local, national and regional design. Therefore, identity boundaries can be understood and evaluated at different levels of design. In addition, various types of hybridization of global design and local and regional design are being formed and expanded across the globe.
Keywords
Keywords
National Identity
Industrial Design
Universal and Particular dialectics
Globalization
Design History
Postcolonial Studies
 
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Rahpooye Honar-Ha-Ye Tajassomi
Volume 7, Issue 1
Spring 2024
Pages 25-36

  • Receive Date 12 January 2022
  • Revise Date 23 March 0621
  • Accept Date 01 December 2022