The essay was written in 1996
Looks at 'author' from a literacy point of view and then relates it to design.
Definition of 'Author': 'The person who originates or gives existence to anything'
However there are other authoritarian/patriarchal examples:
- 'The father of all life'
- 'Any inventor, constructor or founder'
- 'One who begets'
- 'A director, commander, or ruler'
Authorship creates 'seductive connotations of origination' (creation) which is desirable for designers because it can be the admission into the pantheon. (famous person) Authorship establishes origination - The beginning or creation of something.
Authorship creates/encourages new approaches to the issue of design process. Which is desirable for young designers?
Theories of authorship help to legitimising strategies of design production and subjectivity.
Wimsatt and Beardsley - 'The Intention Fallacy' (1946)
Essay claimed the reader could never really 'know the author through his or her writing'
Michael Foucault - 'What is an author?'
Outlines the basic characteristics and function of an author and problems associated with it.
Scientific texts demand an author's name as validation
Perhaps this relates to the 'scientific' design principles and 'rules' associated with Modernist/Swiss design as MB etc were authoritarian due to their reputation and establishment in the field of design.
MB with the belief that science = truth
'Discovered truths'
By the 1970s design began to discard the scientific approach, exemplified by the rationalist ideology that preached strict adherence to the eternal grid.
'Perhaps after years as faceless facilitators, designers were ready to speak out' and discard formal approaches.
Designers struggle to overthrow because they didnt have any power in the first place.
Auteur
Relates to film - 'A director who influences their films so much that they rank as their author'
Andrew Saris said directors need to meet 3 criteria:
- Demonstrate technical expertise
- Have a stylistic signature over several films
- Show a consistency of vision and interior meaning
'Inner meaning must come from aesthetic treatment as much as form content' - Relates to the theories of aesthetics?
Rock believes there is a parallel between film directing and design practice, therefor Saris' theory can be applied to design.
For example, Wolfgang Weingart can be perceived as an auteur because of his experimental style which is a stylistic signature and consistency of vision. However it is difficult to discern the message throughout his work therefor he doesn't meet all of Saris' criteria. MAYBE FIND A BETTER EXAMPLE?
Rock also doubts the theory because it doesnt take collaboration into account. Lots of designers work in studios and/or with the client, utilising the talents of other people, therefor who is the author?
Design theory at the end of the day is based on opinion, attitudes and style.
Other Models of Authorship
Auteur may be too limited
POETIC / PRACTICAL Opposition: 'Poems as artwork is a self contained artifact, while design refers to save exterior function or overt attention.'
'Artists books may be the purest form of graphic authorship'
Using words, images, structure and material to tell a story or invoke an emotion.
'Concrete, self-referential and allows for a range of visual experiments without the burden of fulfilling mundane commercial tasks.'
Poetic?
Dieter Roth
Explores in self reflective way
Book c6 - 1959:
Suggests that Roth is a pioneer of the art book - 'The artist book is so firmly established that it's hard to believe that the medium is less than 50 years old, and more or less indebted to a single artist: Dieter Roth.'
(artspace)
'Rigorous design exercises concerned with colour, shape, form, and typography.' MOMA
artspace - 'Reached such a level of reckless audacity and experimentation that few dare to emulate him too closely.'
'Roth first began to create books using the printmaking techniques he learned working at an advertising agency and gradually began to evolve into more and more avant-garde terrain, printing all manner of content (concrete poems, found newspaper columns, geometric shapes) on plastic and other cheap materials, and eventually incorporating food into his books.'
Roth used his printmaking experience from an advertising agency and gradually began to explore the avant garde. His work 'reached such a level of reckless audacity and experimentation that few dare to emulate him too closely' (MOMA). This subjectivity and self exploration inspired graphic artwork in the form of a book, showcasing compositions selected for visual aesthetic rather than meaning. By breaking objective ideals set by established designers, Roth has still established a positive platform for design. This supports an experimental method of design. Rock explains, 'Examining designer as author could help us to rethink process, expand design methods and elaborate our historical frame to incorporate all forms of graphic discourse.' Artists books are still being used in the form of zines which allow upcoming illustrators, artists and designers to publish their work. The evolution from the artist book to fanzine was based on the same purpose, 'they're meant to be engaged with as art rather than read'. (ArtSpace)
Warren Lehrer
Poetic and practical opposition:
Many of the most skilled designers have avoided artist books - 'Singularity of the artist book, the low technical quality and the absence of a practical application may alienate the professional designer.' In this case, Rock believes that activist design is the more practical as it is still self motivated and authored work with a clear political agenda (has a voice and a message). However, who's voice is speaking? Especially when these designers will be working collaboratively or with a political party.
Other theories
Large scale projects, where the designer has to make sense of a sea of material and construct a narrative also creative authorship. Rock uses Irma Boom as an example, when she was part of a 5 year commission to create a commemorative work of unspecified form, scale and content. The designer is working as a 'director', assuming a primary position in the shaping of material.
Designer as Author: Voices and Visions Exhibition
Graphic authorship has increased an awareness of experimental design which bled its way into . Typography features in contemporary art with artists such as ........ The blurred line between art and design helped form an exhibition based on authorship in graphic design as there is a growing interest and involvement of graphic designers in an exhibition context. Rock believes this 'transcends the traditional service-orientated commercial production' (Rock) whilst FACT AGAINST
'The amplification of the personal voice legitimises design as equal to more traditional privileged forms of authorship.'
'Examining designer as author could help us to rethink process, expand design methods and elaborate our historical frame to incorporate all forms of graphic discourse.'
'The primary concern of both the viewer and critic is not who made it, but rather what it does and how it does it'.
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