Juventude como um valor para o design contemporâneo

• Autor(a) principal: Salz, Ana Paula Zarur de Andrade Silva e
• Data de Publicação: 2018
• 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/1/9039
• topic: Product Design; Youth; Ideology; Consumption society; Design de produtos; Juventude; Ideologia; Sociedade de consumo; CNPQ::CIENCIAS SOCIAIS APLICADAS::DESENHO INDUSTRIAL

In contemporary times, youth has as its main characteristic the process of constant modification, with periodic overcoming of patterns, products, customs. This condition fits the consumption spiral implemented by current productive sectors. Youth acquired social status and its attributes were expressed in consumer goods. In the contemporary context, design frequently adopts an approach that favors the spiral of programmed obsolescence, through solutions that reify the successive expressions of young aesthetics. The social recognition of individuals is increasingly dependent on attributes associated with youth (such as changing hability, flexibility, beauty, physical vigor...). In consumer societies, the reification of this aesthetic ideal has become a model for what is desirable, acting on the market as a mode of distinction and belonging. No longer attached to youth, with the desperate adhesion of elders, youth has become an asset to be conquered and maintained, at any age, through the consumption of goods and services deemed appropriate. Considering that today there is the appreciation of the young characteristics while those related to old age are discredited, this thesis investigates the hypothesis that youthful products favor the discard cycle and the maintenance of asymmetric power relations. The specific objective of the research is to verify and demonstrate how the design, in conforming messages in objects, establishes and sustains ideologies. For the accomplishment of these purposes, it adopts as a theoretical- methodological reference Thompson's Depth Hermeneutics and Peirce's Extraction Semiotics. The method is composed of three stages: socio-historical analysis, formal and semiotic analysis and interpretation/reinterpretation. In the first one, aspects of the contemporary social context that promote the current youth proéminence and its consequent expressions in the field of product In the second, the semiotic analysis of contemporary design products provided the understanding of how such objects convey the "youth concept. This analysis allowed to identify the communicative strategies employed to express the concept of joviality by means of artifacts: adoption of a provocative and irreverent design; structuring a playful appearance; and appropriation of styles and practices typical of youth culture. Finally, in the interpretation/reinterpretation the comparative study of the elements that the previous analyzes allowed to construct was developed. At this stage, the work has taken over the data collected to generate a creative and critical synthesis that related the characteristics of the contemporary context to the ways in which the meaning of youth is expressed in the artifacts. This procedure not only made explicit the ideological character of the jovial products, but also demonstrated that this action of design assumes the role of a strategic tool to stimulate consumption and thus contributes to the limitation of the life cycle of the artifacts. While holding great potential to promote well-being and social inclusion, design can contribute to acceleration of discard, with corresponding negative environmental impact, by emphasizing the prevalence of young values. The conclusion of the study points to the relevance of design activity with a strong ethical commitment.