Design is everything and it's everywhere (an incontrovertible conception of Droog... and it is also a humble manifestation of acceptance doctrines of globalism). It's a special aesthetic of an utility that gives birth to a new dimension of understanding the nature of things. It makes each individual see other ways of living and invent their own ways. So, in social scope, Design has a function of an emotional shock between people. It's a wide field in a media space.
Simultaneously, the modern Media is a kind of abstract enginering, so in this context, Design is meant to built a system of artificial images that fulfill human living. They don't interrupt reality, they create a method of perceiving reality. Formation of the design as an institution is clearly seen throw a new developing of imagery - a total visualization of reality, also called "an iconic" turn. It can be understood as an instrument of non semiotic modeling of a range of paradigms from "a representation" to "a displaying". Design is not only a room there images can grow up, but it's also an instrument of globalization. It works for structuring and stabilizing the aesthetic needs of man on the background of manifestations of aesthetic instincts.
Design initiates the process of typification - an object becomes a symbol of collective representation. And by common collective symbols we create an individual reality, because after Iconic turn ontological screening goes by analyzing visual images. According to Theodor Adorno, there is a tendency of disclaiming an instinct of reflection and a substitution it to a range of stereotypical responses connected with growing of culture industry in technological terms.
In general, Design has a wide range of interests. Even fashion, architecture, interior design can be attributed to Design in this context (althoug,this is controversial). But even so, must be considered all dramatic collisions facing to searching for a unique individuality of each person through the prism of consumerism. A personality tends to a social identification. A pattern of life is a way of consumption. So Design can be seen as an instrument of socializing and a way of showing and hiding something.
A subject of sub medial, something that is hidden deep inside can be manifest only in accordance to a phenomenon of truth as an effect of penetration into the layer of signs that cover a surface of the media.
Design is a category of life that covers 2 parallel measurements. It can be considered as a suprapersonal category for each individual and it can also be reviewed as a social phenomenon. This duality is the main purchase in issues of media philosophy.
An energy of Design organized in an axis system. It's utilitarian function intersects with it's aesthetic function providently to affect the human mind and to form different modes of consumption for each individual. " The aesthetic is not localized in one area of the beautiful. it represents a crosscutting line, which separates different ways of thinking"(Georg Zimmel).
Using a system of symbols that is common in contemporary reality, Design is a round clot, which has it's own organization. It's rool structure can wamble and give to each individual what he wants. But it's just an illusion that we have an enormous choice... And it's a favorite joke of globalization...
Drawing by Gregory Brellochs
