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Institutions Reproduce Themselves. It’s a Problem

2024

Institutions reproduce themselves. It’s something that I often say to my students. This claim refers to the notion that we teach what we were taught as students and/or what interests we pursued as students. This is a problem because as learning becomes more about a transactional relationship, i.e. “What’s in it for me?” learning becomes less about exploring the world and more about repeating the world. Learning and education become vocational, less concerned about how design can interact with and discover connections in the world than about how graphic design can be applied to a problem, like plumbing, carpentry, or refrigerator repair. I do not think less of vocations, but I do think that an emphasis on vocational learning has a detrimental impact on graphic design’s place among the already recognized disciplines. When limited to just a transactional relationship, graphic design ignores its own history, its effective engagement with culture writ large, and hinders if not obstructs its ability to overcome the competing demands of clients, marketing and account managers. This presentation will attempt to make this problem clear to others and hopefully suggest aspirational paths.