OUGD501: Study task 5 - Design Ethics (Triangulation)

Task

Using the texts Garland, K. 'The First Things First Manifesto (1964); Poyner, Lasn et al (2000) ' The First Things First Manifesto 2000'; Poyner, R. (2000) 'First Things First Revisited' and Beirut, M. (2007) 'Ten Footnotes to a Manifesto' write a triangulated critical analysis of two media images (works of graphic design / advert / TV commercial / publicity poster / magazine cover / news story). This analysis should discuss the ethical role of the designer, and ideally should compare one example of 'ethical' design with another 'unethical' one. 

Make sure that you compare the opinions of the four different writers and not simply quote but draw out subtle similartities and differences in their positions. Refer to the writing guide on eStudio for help constructing a triangulated written argument.

U

United Colours of Benetton (figure 1)

Nike Running shoe (Figure 2)

Figure 1 and Figure 2 are both related to ethical and unethical design, a subject questioned and discussed by Garland (1964),  Adbusters (2000), Beirut (2007) and Poynor (2000). For example figure 1 proposes an ethical view on a social cause, reminding people through controversy that everyone is the same at heart. This is proposed in Garlands 'First things first 1964' where he states 'We are proposing a reversal of priorities in favour of the more useful and more lasting forms of communication'. This is backed up by Adbusters in 'First things first 2000' stating 'There are pursuits more worthy of our problem-solving skills. Unprecedented environmental, social and cultural crises demand our attention.

Figure 2 conflicts with figure 1, in that it is advertising a product which is not a necessity, which intern backs up the points made in each text. In the 'first thing first (revisited)' Poyner highlights 'What's at stake in contemporary design, the artist and the critic Johanna Drucker suggests, isn't so much the look or form of design practice as the life and consciousness of the designer (and everybody else, for that matter). She argues that the process of unlocking and exposing the underlying ideological basis of commercial culture boils down to a simple question that we need to ask, and keep asking: In whose interest and to what ends? Who gains by this construction of reality  by this representation of this condition as 'natural'?' debating the issue on why do we need to be sold this fairytale reality. This is backed by Beirut in the 'Ten Footnote to a manifesto' saying 'consumerism is running uncontested; it must be challenged by other perspectives expressed, in part, through the visual languages and resources of design.

All four manifestos are questioning the ethical role of a designer and are debating the fact that we need change, socially and culturally, something that I agree heavily on.