Ideology of Design: Lecture by Feđa Vukić from Zagreb, Friday, October 30, 2009

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Lecture within the exhibition "ID: Design Ideology"

Friday, October 30, 2009, at 7 p.m.

Museum of Contemporary Art of Vojvodina, Dunavska 37, Novi Sad

Lecture topic: Hybrid identities and paralyzing traditions

Guest lecturer: Feđa Vukić, Zagreb

In this lecture, lecturer Feđa Vukić will focus on the symbolic function of the material culture of the twentieth century in Croatia, in parallel with the segment of culture that we call "design" today. Special attention is paid to certain aspects of the theoretical-critical discourse of design in Croatia from the 1950s to the present day. The lecturer starts from the assumption that the transition in the local context exists as a method of social change and ideological project even before the current transition to neoliberal capitalism. From this, the author builds a thesis on the existence of hybrid identities in the social context, composed of elements of the old system, which is disappearing, and the new one that is just being formed. Self-governing socialism practiced hybridity at the level of the unconscious, in a semiological and sociopolitical gap between "theory" and "practice", so the transition to neo-capitalism is carried out with the idea of ​​national identity. This process is complemented by cultural leveling, which implements the modernization effort of “globalization”. Examples of shaping practice in self-governing socialism today in transitional "postfordism" clearly speak of such hybrid identities in the Croatian social context and culture, and such a model can be a model for encouraging research on cultural strata of the recent past in other transition countries of "post-socialism". This thesis will be supported by visual examples, and will also discuss some of the latest Anglo-Saxon theories of society and culture, and their possible use in different contexts of current global modernization. The chapter of the same name is also the final part of the book Modernism in Practice (Zagreb 2008), and it was published in English in the latest issue of the magazine Design Issues (MIT Press 2009).

Feđa Vukić, an art historian, received his doctorate in the field of design theory at the Academy of Fine Arts in Ljubljana, under Professor Stane Bernik. Since 1994, he has been a lecturer in Theory and History of Design at the Study of Design at the Faculty of Architecture, University of Zagreb. From 1990 until today, he has published several hundred articles in the daily and weekly press, as well as several studies and reviews in professional journals, as well as original scientific studies and papers in Croatian and foreign periodicals. He has also published a dozen books on modern architecture, design, and visual communications. The book "Century of Croatian Design" was translated into English in 1997, and according to the book, an exhibition of the same name was set up at the MGC "Klovićevi dvori". He is the editor of the book Zagreb, Modernity and the City and the collection From Design to Design, 2003. He is the author of scientific research on the history of advertising in Croatia, which was presented as a book and exhibition in 2006 under the title Art of Persuasion, Advertising in Croatia 1835-2005. He is the co-author of the book Croatian Design Now, with Victor Margolin 2008.