Industrial Design & Social

Equality

An analysis of a paper by Jan Michl

Den stora nordiska utställningen i Köpenhamn 1888 

1989

by Jawwad Zaidi

Author

Jan Michl, Professor – design theory, history• Oslo School of Architecture & Design,

Institute of Form, Theory and History, Norway

• Gjøvik University College

Keywords

• Addresses questions arising on connections between design and

taste, social status, prestige or market.

• Can a modern industrialized society (Socialist) expect to produce an industrial design culture higher than market-oriented societies (Capitalist)? (when aiming to achieve social equality)

Intro

Correlation of Copenhagen Exhibition to critique of design intent in the rise of consumerism by William Morris:

“ For I do declare that any other state of society but communism is grievous and disgraceful to all

belonging to it”-William Morris, 1893

“Unless the present economic system is abolished, its roots eradicated and all its intricate branches lopped, the

first condition for a democratic alternative to the fake culture of our present civilization are not satisfied.”

-Herbert Read , 1941

“…..forms could, and should be, produced independently of the tastes of any social class or

group.” (p.67)

Such forms would be based on objective factors and equally accessible to all, regardless of their background.

Would advance the cause of social equality (egalitarianism)

Oxymoron: Such a society was both the aim and pre-condition of Functionalism

Functionalism (Form follows function):

Rethinking of Socialist approach in the 1980s Author claims that Social Equality and Excellence in

Design cannot co-exist Marxist –Leninist view:

oAbolishment of private ownership will lead to a more creativityoMarket mechanisms determined by central planningoWastefulness of market economy can be avoided

BUT This has not materialized despite the people being

talented and having a creative arts history

Success of Western Design in quality and popularity

Abolishment of private enterprise and market mechanisms diminishes the industrial capacity of a society

Current Industrial Design Culture around us is a result of competition, not egalitarianism.

Utilitarian / Functional is not sufficient Belongings represent the owner Representational Pressure: We want to

own things that represent us The higher the social status, the greater

the pressure This pressure extends to businesses:

Corporate Identity, logos etc. Tolerance of ‘ugly’ products when owned

commonly

Capitalist View:

Capitalist

• Private ownership• Exclusivity-Luxury• Social Distinction• Competition

• Meets user-demands

Socialist

• Public ownership• Equality• Monotony

• Central Planning• Indifferent

• Designer alone cannot guarantee design excellence• When market mechanisms are blocked,

so is Industrial Design culture

Social Inequality + Market Economy = Design culture

Social equality + Planned Economy = Design culture

Conclusions

Luxury vs. Sustainability

To what extent does luxury redefine itself with the onset of growing consumer power?

Will the search for sustainable solutions and new production technology drive us to exercise greater social equality in terms of control of excessive over-production?

Conclusions

Keywords

Socialisms, Communism, History of Industrial

Design, Commerce, Commercial, William Morris, Market economy, Social-

Equality, Social Status, Design Theory, and Social-Exclusion and Social

Inequalities Prestige, Social-Distinction Representational-Pressure

ID 503 - RESEARCH METHODS IN INDUSTRIAL DESIGN  FALL SEMESTER 2013-2014

Jawwad  Zaidi