O design editorial brasileiro no capitalismo cognitivo: a lógica do campo das publicações com design autoral
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da UERJ |
Texto Completo: | http://www.bdtd.uerj.br/handle/1/9042 |
Resumo: | This thesis seeks to analyze, discuss and understand the authorship manifestations in brazilian editorial design. When reflecting on the designer as author of the book, we realize that the authorship manifests differently according to the kind of publication. Thus, we try to determine in which publications the designer should be considered the author of the books he designs, and therefore having his rights assured. We consider that graphic authorship happens in books with authorial design, that is, in books in which graphic design also becomes a visual narrative in which form also becomes content. We perceive that in spite of all the argumentations regarding the designer as author of the book, still there is a difficulty in claiming such a position. We focused the research in the contemporary printed book and therefore in the current mode of cognitive capitalism production for believing that the historical nature of processes and social relations of production interferes with the creation and circulation of products in society. In this model, wealth production is generated by immaterial labor in which the production of goods breaks through the factory limits and happens in the downtime. Like every commodity, books also have a fetishistic nature that hides the social relations of production. Marx reminds us that "A commodity is therefore a mysterious thing, simply because in it the social character of men s labor appears to them as an objective character stamped upon the product of the labor" (81). Books with authorial design, which have a stylistic signature, capture the distinctive elements present in works of art's aura, authenticity and uniqueness, and so adding a symbolic value to the product. Throughout the research we realize that these publications constitute a specific field, with a working logic of its own . Therefore, books with authorial design are publishec by small publishers that, for having a different economic logic from the greater ones, seek a prestige by the cultural importance of the publications and invest in differentiated products. By publishing public domain texts or seeking support from incentive laws, publishers are able to invest more in the graphic aspects of the book. Another way of reducing production costs is by printing on demand or by pre sale. Being scarcity and originality mechanisms of maintenance of the aura, promoted by the industry, as Araújo (2010) pointed out, the limited editions end up reinforcing the auratic nature of these authorial design publications. |
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Lima, Guilherme Silva da CunhaLIMA, G. S. C.Campos, Jorge Lúcio dehttp://lattes.cnpq.br/8124927881037305Szaniecki, Barbara Pecceihttp://lattes.cnpq.br/9307176374038765Carvalho, Ricardo Artur Pereirahttp://lattes.cnpq.br/1009961010621143http://lattes.cnpq.br/8118298082169973Azevedo, Carolina Noury da Silva2021-01-05T19:53:27Z2019-04-302019-03-20AZEVEDO, Carolina Noury da Silva. O design editorial brasileiro no capitalismo cognitivo: a lógica do campo das publicações com design autoral. 2019. 165 f. Tese (Doutorado em Design) - Universidade do Estado do Rio de Janeiro, Rio de Janeiro, 2019.http://www.bdtd.uerj.br/handle/1/9042This thesis seeks to analyze, discuss and understand the authorship manifestations in brazilian editorial design. When reflecting on the designer as author of the book, we realize that the authorship manifests differently according to the kind of publication. Thus, we try to determine in which publications the designer should be considered the author of the books he designs, and therefore having his rights assured. We consider that graphic authorship happens in books with authorial design, that is, in books in which graphic design also becomes a visual narrative in which form also becomes content. We perceive that in spite of all the argumentations regarding the designer as author of the book, still there is a difficulty in claiming such a position. We focused the research in the contemporary printed book and therefore in the current mode of cognitive capitalism production for believing that the historical nature of processes and social relations of production interferes with the creation and circulation of products in society. In this model, wealth production is generated by immaterial labor in which the production of goods breaks through the factory limits and happens in the downtime. Like every commodity, books also have a fetishistic nature that hides the social relations of production. Marx reminds us that "A commodity is therefore a mysterious thing, simply because in it the social character of men s labor appears to them as an objective character stamped upon the product of the labor" (81). Books with authorial design, which have a stylistic signature, capture the distinctive elements present in works of art's aura, authenticity and uniqueness, and so adding a symbolic value to the product. Throughout the research we realize that these publications constitute a specific field, with a working logic of its own . Therefore, books with authorial design are publishec by small publishers that, for having a different economic logic from the greater ones, seek a prestige by the cultural importance of the publications and invest in differentiated products. By publishing public domain texts or seeking support from incentive laws, publishers are able to invest more in the graphic aspects of the book. Another way of reducing production costs is by printing on demand or by pre sale. Being scarcity and originality mechanisms of maintenance of the aura, promoted by the industry, as Araújo (2010) pointed out, the limited editions end up reinforcing the auratic nature of these authorial design publications.Esta tese busca analisar, discutir e compreender as manifestações da autoria no design editorial brasileiro. Ao refletir sobre o designer enquanto autor do livro, percebemos que a autoria se manifesta de forma diferente de acordo com o tipo de publicação. Assim, procuramos definir em quais publicações o designer deve ser considerado autor proprietário dos livros que projeta, portanto devendo ter seus direitos assegurados. Consideramos que a autoria gráfica se dá nos livros com design autoral, ou seja, nos livros em que o projeto gráfico se torna também uma narrativa visual em que a forma se torna também conteúdo. Percebemos que apesar de todas as discussões sobre o designer enquanto autor do livro, ainda existe uma dificuldade em reivindicar tal posição. Focamos a pesquisa no livro impresso contemporâneo e, portanto, no atual modo de produção do capitalismo cognitivo por acreditar que o caráter histórico dos processos e relações sociais de produção interferem na criação e circulação dos produtos na sociedade. Neste modelo, a produção da riqueza é gerada pelo trabalho imaterial em que a produção de bens rompe com os limites da fábrica e se dá no tempo de não trabalho. Assim como toda mercadoria, os livros também possuem um caráter fetichista que oculta as relações sociais de produção. Marx (s/d), nos lembra que a mercadoria é misteriosa simplesmente por encobrir as características sociais do próprio trabalho dos homens, apresentando-as como características materiais e propriedades sociais inerentes aos produtos do trabalho (p. 81). Os livros com design autoral, que possuem uma assinatura estilística, recuperam os elementos característicos da aura presente nas obras de arte, a autenticidade e a unicidade, e desta forma agregam um valor simbólico ao produto. Ao longo da pesquisa percebemos que essas publicações constituem um campo específico, com uma lógica de funcionamento própria. Desta forma, os livros com design autoral são publicados por pequenas editoras que, por possuírem uma lógica econômica diferente das grandes editoras, buscam um prestígio pela importância cultural das publicações e investem em produtos diferenciados. Ao publicar textos em domínio público ou buscar apoio de leis de incentivo, as editoras conseguem investir mais nos aspectos gráficos do livro. Outra forma de reduzir os custos de produção é através da impressão sob demanda ou através da venda antecipada. Sendo a escassez e a originalidade, promovidas pela indústria, mecanismos de manutenção da aura, como apontou Araújo (2010), as edições com tiragem limitada acabam reforçando o caráter aurático dessas publicações com design autoral.Submitted by Boris Flegr (boris@uerj.br) on 2021-01-05T19:53:27Z No. of bitstreams: 1 Carolina Noury FINAL.pdf: 4114967 bytes, checksum: fb1ebb068dab62e8222856c83757805a (MD5)Made available in DSpace on 2021-01-05T19:53:27Z (GMT). No. of bitstreams: 1 Carolina Noury FINAL.pdf: 4114967 bytes, checksum: fb1ebb068dab62e8222856c83757805a (MD5) Previous issue date: 2019-03-20Fundação de Amparo à Pesquisa do Estado do Rio de Janeiroapplication/pdfporUniversidade do Estado do Rio de JaneiroPrograma de Pós-Graduação em DesignUERJBRCentro de Tecnologia e Ciências::Escola Superior de Desenho IndustrialAuthorial designAuthorshipBrazilian editorial designEditorial fieldCognitive capitalismDesign autoralAutoriaDesign editorial brasileiroCampo editorialCapitalismo cognitivoCNPQ::CIENCIAS SOCIAIS APLICADAS::DESENHO INDUSTRIALO design editorial brasileiro no capitalismo cognitivo: a lógica do campo das publicações com design autoralThe brazilian editorial design in cognitive capitalism: the logic of the field of authorial design publicationsinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da UERJinstname:Universidade do Estado do Rio de Janeiro (UERJ)instacron:UERJORIGINALCarolina Noury FINAL.pdfapplication/pdf4114967http://www.bdtd.uerj.br/bitstream/1/9042/1/Carolina+Noury+FINAL.pdffb1ebb068dab62e8222856c83757805aMD511/90422024-02-27 14:40:21.283oai:www.bdtd.uerj.br:1/9042Biblioteca Digital de Teses e Dissertaçõeshttp://www.bdtd.uerj.br/PUBhttps://www.bdtd.uerj.br:8443/oai/requestbdtd.suporte@uerj.bropendoar:29032024-02-27T17:40:21Biblioteca Digital de Teses e Dissertações da UERJ - Universidade do Estado do Rio de Janeiro (UERJ)false |
dc.title.por.fl_str_mv |
O design editorial brasileiro no capitalismo cognitivo: a lógica do campo das publicações com design autoral |
dc.title.alternative.eng.fl_str_mv |
The brazilian editorial design in cognitive capitalism: the logic of the field of authorial design publications |
title |
O design editorial brasileiro no capitalismo cognitivo: a lógica do campo das publicações com design autoral |
spellingShingle |
O design editorial brasileiro no capitalismo cognitivo: a lógica do campo das publicações com design autoral Azevedo, Carolina Noury da Silva Authorial design Authorship Brazilian editorial design Editorial field Cognitive capitalism Design autoral Autoria Design editorial brasileiro Campo editorial Capitalismo cognitivo CNPQ::CIENCIAS SOCIAIS APLICADAS::DESENHO INDUSTRIAL |
title_short |
O design editorial brasileiro no capitalismo cognitivo: a lógica do campo das publicações com design autoral |
title_full |
O design editorial brasileiro no capitalismo cognitivo: a lógica do campo das publicações com design autoral |
title_fullStr |
O design editorial brasileiro no capitalismo cognitivo: a lógica do campo das publicações com design autoral |
title_full_unstemmed |
O design editorial brasileiro no capitalismo cognitivo: a lógica do campo das publicações com design autoral |
title_sort |
O design editorial brasileiro no capitalismo cognitivo: a lógica do campo das publicações com design autoral |
author |
Azevedo, Carolina Noury da Silva |
author_facet |
Azevedo, Carolina Noury da Silva |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Lima, Guilherme Silva da Cunha |
dc.contributor.advisor1Lattes.fl_str_mv |
LIMA, G. S. C. |
dc.contributor.advisor-co1.fl_str_mv |
Campos, Jorge Lúcio de |
dc.contributor.advisor-co1Lattes.fl_str_mv |
http://lattes.cnpq.br/8124927881037305 |
dc.contributor.referee1.fl_str_mv |
Szaniecki, Barbara Peccei |
dc.contributor.referee1Lattes.fl_str_mv |
http://lattes.cnpq.br/9307176374038765 |
dc.contributor.referee2.fl_str_mv |
Carvalho, Ricardo Artur Pereira |
dc.contributor.referee2Lattes.fl_str_mv |
http://lattes.cnpq.br/1009961010621143 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/8118298082169973 |
dc.contributor.author.fl_str_mv |
Azevedo, Carolina Noury da Silva |
contributor_str_mv |
Lima, Guilherme Silva da Cunha Campos, Jorge Lúcio de Szaniecki, Barbara Peccei Carvalho, Ricardo Artur Pereira |
dc.subject.eng.fl_str_mv |
Authorial design Authorship Brazilian editorial design Editorial field Cognitive capitalism |
topic |
Authorial design Authorship Brazilian editorial design Editorial field Cognitive capitalism Design autoral Autoria Design editorial brasileiro Campo editorial Capitalismo cognitivo CNPQ::CIENCIAS SOCIAIS APLICADAS::DESENHO INDUSTRIAL |
dc.subject.por.fl_str_mv |
Design autoral Autoria Design editorial brasileiro Campo editorial Capitalismo cognitivo |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::DESENHO INDUSTRIAL |
description |
This thesis seeks to analyze, discuss and understand the authorship manifestations in brazilian editorial design. When reflecting on the designer as author of the book, we realize that the authorship manifests differently according to the kind of publication. Thus, we try to determine in which publications the designer should be considered the author of the books he designs, and therefore having his rights assured. We consider that graphic authorship happens in books with authorial design, that is, in books in which graphic design also becomes a visual narrative in which form also becomes content. We perceive that in spite of all the argumentations regarding the designer as author of the book, still there is a difficulty in claiming such a position. We focused the research in the contemporary printed book and therefore in the current mode of cognitive capitalism production for believing that the historical nature of processes and social relations of production interferes with the creation and circulation of products in society. In this model, wealth production is generated by immaterial labor in which the production of goods breaks through the factory limits and happens in the downtime. Like every commodity, books also have a fetishistic nature that hides the social relations of production. Marx reminds us that "A commodity is therefore a mysterious thing, simply because in it the social character of men s labor appears to them as an objective character stamped upon the product of the labor" (81). Books with authorial design, which have a stylistic signature, capture the distinctive elements present in works of art's aura, authenticity and uniqueness, and so adding a symbolic value to the product. Throughout the research we realize that these publications constitute a specific field, with a working logic of its own . Therefore, books with authorial design are publishec by small publishers that, for having a different economic logic from the greater ones, seek a prestige by the cultural importance of the publications and invest in differentiated products. By publishing public domain texts or seeking support from incentive laws, publishers are able to invest more in the graphic aspects of the book. Another way of reducing production costs is by printing on demand or by pre sale. Being scarcity and originality mechanisms of maintenance of the aura, promoted by the industry, as Araújo (2010) pointed out, the limited editions end up reinforcing the auratic nature of these authorial design publications. |
publishDate |
2019 |
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2019-04-30 |
dc.date.issued.fl_str_mv |
2019-03-20 |
dc.date.accessioned.fl_str_mv |
2021-01-05T19:53:27Z |
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doctoralThesis |
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AZEVEDO, Carolina Noury da Silva. O design editorial brasileiro no capitalismo cognitivo: a lógica do campo das publicações com design autoral. 2019. 165 f. Tese (Doutorado em Design) - Universidade do Estado do Rio de Janeiro, Rio de Janeiro, 2019. |
dc.identifier.uri.fl_str_mv |
http://www.bdtd.uerj.br/handle/1/9042 |
identifier_str_mv |
AZEVEDO, Carolina Noury da Silva. O design editorial brasileiro no capitalismo cognitivo: a lógica do campo das publicações com design autoral. 2019. 165 f. Tese (Doutorado em Design) - Universidade do Estado do Rio de Janeiro, Rio de Janeiro, 2019. |
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Centro de Tecnologia e Ciências::Escola Superior de Desenho Industrial |
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Universidade do Estado do Rio de Janeiro |
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