Monday 28 November 2016

Transition words



As I am not a strong writer I decide to collect numerous definitions of words in which to include within the essay, some relating purely to feminism. Transition words were also researched and recorded in order to develop an essay which is smooth and free running. 

Initial essay plan


















In order to gather a greater stance upon the layout of the essay it was decided to formulate an essay plan, including an introduction, thesis and conclusion. Individual arguments were also highlighted, with sources being outlined. To gather feedback the plan was emailed to Simon.




From the feedback gathered from Simon it is clear that the essay is focusing directly upon art rather than graphic design. As a result of this the essay question has now been altered to 'Discuss the role that feminism played in the social change of graphic design'. It has also been decided to focus further on design within the future, as the feminist art movement focused largely upon art. 


General structure of an essay:

  1. TITLE/QUESTION. Every essay title contains an explicit or implicit question. ...
  2. INTRODUCTION: (about 10% of the essay) Explain how you interpret the title. ...
  3. MAIN BODY (about 80% of the essay) ...
  4. CONCLUSION (about 10% of the essay) ...
  5. Reference List

Monday 14 November 2016

Study task 2

Jameson, knowledgeable on politics in terms of ideology, capitalism and socialism discusses the relationship between parody and pastiche referring closely to postmodernism. Examining post-modern architecture, nostalgic film and historic novels.

Whereas Hutcheon discusses the relationship between modernism and postmodernism in comparison to that of parody and pastiches relationship.

Jameson characterizes postmodern parody as "blank parody" without any political bite" , (Jameson)and later continues to suggest that parody is derived from modernism, whereby authors are portrayed by their own styles. "the Faulknerian long sentence, for example, with its breathless gerundives; Lawrentian nature imagery punctuated by testy colloquialism; Wallace Stevens's inveterate hypostasis of nonsubstantive parts of speech ('the intricate evasions of as')"(Jameson) He then continues the statement further discussing pastiches relationship with modernism."Modernist styles... become postmodernist codes leaving us with nothing but a field of stylistic and discursive heterogeneity without a norm" He then goes on to suggest that "the cannibalization of all the styles of the past, the play of random stylistic allusion, and in general what Henri Lefebvre has called the increasing primacy of the 'neo'" (Postmodernism 18)."(Jameson) This therefore suggesting that parody is a distasteful way of imitating the past. Although it may be suggested that parody is pastiche without ulterior motives. Another perspective may be that parody challenges capable establishments through humour and aggression.

When discussing parody Hutcheon expresses she embeds its relationship to postmodern tendencies, suggesting suggesting that parody can contain both a positive and negative impact.   "Parody—often called ironic quotation, pastiche, appropriation, or intertextuality—is usually considered central to postmodernism, both by its detractors and its defenders"(Hutcheon) Contradictory to Jameson, who suggests parody attempts to evoke nostalgia and retain the critical thinking, Hutcheon believes "through a double process of installing and ironizing, parody signals how present representations come from past ones and what ideological consequences derive from both continuity and difference".(Hutcheon) In similar turns suggesting that postmodernism is the parody of modernism. She also refers to this as "ironic readings of the past".(Hutcheon)

Jameson deferates between both parody and pastiche whereas Hutcheon does not, this being due to her beliefs upon it all being self reflective and critical. In some terms expressing them both as the same thing, on different formats.

Jameson is negative in turns of postmodernism, when discussing postmodern architecture his description is as follows "randomly and without principle but with gusto cannibalizes all the architectural styles of the past and combines them in overstimulating ensembles"(Jameson) expressing postmodernism it in a format in which does not appear valid, Jameson's negative approach to postmodernism largely differs to that of Hutcheon who suggests that postmodernism "takes the form of self-conscious, self-contradictory, self-undermining statement".(Hutcheon)Unlike Jameson she attempts to perceive postmodernism upon a different level, one in which attempts to justify its efforts, although her opinion upon the topic is clear.

Hutcheon, Linda. The Politics Of Postmodernism: Parody And History And Frederic Jameson. 1st ed. Print.

Jameson, Frederic. N.p., 2016. Web. 14 Nov. 2016.





Following a pastiche style, this graphic design poster explores a similar ideology to that of Armin hoffman's/ Muller Brockman's work, although the background separates itself from their constructed modernist style.




Pastiche is a tongue and cheek imitation used in literature, art, music and movies.


Study task 4

Commenting upon the revolution of feminist art, Cottingham suggests that an artist’s sex has a direct impact on the piece’s validity. “feminist art was commercially unacceptable because it’s practitioners were all women. Seventies feminist art aggravated too many common conceptions about art and life to even be looked at closely from a formal perspective”. (Cottingham 31)This therefore focusing upon feminism as purely an art movement and not the fight for something greater, for work equality between males and females. Embedding the feminist art movement as activation, not style. This quote also suggests that the large contextual presence behind the artist’s workings are invalid, as a result of the ideas not being from a male perspective. Artists such as Cynthia Maugham and Martha Rosler, were developing some of their best pieces within the 70’s, expressing formal, structural innovations, in which were ignored by large corporations as a result of sexual imbalance. The findings of Jaffe contradicting this within a modern age, suggesting that corporations now sell the idea of equality as a format of ‘empowerment’. “the fight for gender equality has transmogrified from a collective goal to a consumer brand.” (Jaffe) Jaffe hereby stating that the role of feminism within creative industries has now morphed into a capitalist injustice. When applying Cottingham’s workings to this modern age juxtaposition key underlying factors remain in which embed the underlying sexist nature of society. Rather than feminist art being used as a form of liberation, in which attempts to change the structures of a sexist society, sexism has now been manipulated in a way in which is for profit. Profit for the 81% of male creative directors in which manipulate feminist briefs for capital gain.

From this information it is clear that a mass change has developed during the fifty year period in which women have seeked equality, yet a clear manipulation is still being held within creative industries. Rather than liberating women the creative industries comply more strain upon females, in which is directed as a norm with trustworthy brands placing their names towards dangerous advertising campaigns. Although design is no longer consciously discriminated against over sex, factors in which Cottingham expressed still relate to the ways in which the creativity industry is formed today. Hierarchy of males expressed within the above text is further embedded by that of Think Progress who as a corporation suggest “Women experience internal promotion rates that are 34 to 47 percent lower than for men.”  ("Women With The Same Qualifications As Men Get Passed Over For Promotion")This information expressing a clear indication that although sexism in the art industry has changed, forms of sexual injustice still occur, with women appearing as the weaker sex.


Cottingham, Laura. Seeing Through The Seventies. 1st ed. Australia: G+B Arts International, 2000. Print.

Jaffe, Sarah. "Feminism For Sale". New Republic. N.p., 2016. Web. 14 Nov. 2016.



"Women With The Same Qualifications As Men Get Passed Over For Promotion". ThinkProgress. N.p., 2016. Web. 14 Nov. 2016.

Study task 3

In collation to study task 3 a manifesto was developed in order to outline the plans for C.O.P level 2. This including the research topic, ‘Discuss the role that feminism played in the social change of design culture'. A brief summary of the practical task was outlined, this can be found above.