Semionaut, Signifying Everything
Signifying Everything
Archive for August, 2010
|Unboxing
Sunday, August 29th, 2010
'Unboxing' is a viral marketing genre in which technology fans are shown taking products out of their packaging, commenting on each component as they go. There are thousands of 'unboxing' videos on youtube – all illustrating a strange cocktail of themes: the fetishism of unwrapping, the complex ethics of the gift, and the procured immediacy of the 'raw reaction'.
Posted in Americas, Clients & Brands, Emergence, Technology | 2 Comments »
iLOHAS
Sunday, August 29th, 2010
Linking the iEverything phenomenon to LOHAS (Lifestyle of Health and Sustainability) here's a packaging innovation already adopted by Coca Cola in Japan. This is said to use 40% less plastic than other PET bottles. The iLOHAS bottle, brought to us by japantrends.com
Posted in Art & Design, Asia, Clients & Brands, Consumer Culture, Emergence, Global/Local, Technology | 1 Comment »
Grafitti and the Grapheme
Monday, August 23rd, 2010
Amble through Shoreditch or down Old Street in east London and you’d be hard-pressed not to run into one of Ben ‘EINE’ Flynn’s colourfully decorated shop-shutters. Since 2006 Flynn has been spray-painting solitary, emboldened, harlequin capitals across the rippling steel frontage of any jewellers or hardware store that will grant him permission. Middlesex Street now exhibits the entire (English) alphabet in one long back-to-back shop-front circuit. As the day’s trade winds to a close, the place starts to take on the surreally genial atmosphere of a primary school classroom. Somewhere along the line, the monadic alphabetic character has re-emerged as a significant cultural signifier.
The 2007 paperback edition of Jonathan Franzen’s The Corrections features a striking piece of cover art. The silhouetted hull of a cruise ship prowls towards us. A powderblue sunset sinks low in the background. You can perceive a lone figure standing at the deck’s edge. He could be admiring the view. He could well be about to jump. Title, author and statutory critical praise are printed in vivid whites and reds inside an oily black bubble of smoke gushing from the ship’s chimney. Even by industry standards (which are generally high), it’s a tight piece of production.
Why, then, have the publishers of the 2010 edition (released in anticipation of Franzen’s new novel Freedom) done away with it altogether? What we get instead bears a conspicuous resemblance to one of EINE’s east London shutter works. A huge purple ‘C’ all but blots out the smoky white backdrop. A thumbnail image on the back cover suggests Freedom is set to reproduce this. We see a block black ‘F’, the title stomping in white capitals down the character’s backbone. The aesthete might think this retrogressive. And yet it feels right.
The study of the relationship between the ‘part’ and the ‘whole’ (or meronymic relations) has well-trodden roots in Euclidian geometry, Aristotle’s urban organicism and Nietzsche’s political thought. Aristotle, for example, understood the relationship between the individual and the city as a part-whole interaction. For him, the city was a natural organism. The relationship between the component parts (the Grecian subject) and the urban entirety was essentially the same as that which holds between the parts of a natural organism and the organism itself.
Returning to the present, EINE’s experiment in meronymy makes a clear and certain sense in the context of London’s own endless splicing and congealment. Likewise, Franzen’s novels deal with that other restless organism: the all-American family. An emergent interest in the grapheme – the boldly isolated character – feasibly fits into an emergent cultural exploration around this question of parts and wholes. J.S. Mill – another philosopher who has written on this tangled relationship – outlined the idea of ‘emergence’: complex part-whole systems always retain the potential to generate fresh structures. In a typographic context such as this, that might mean new alphabets, new characters, and new ways of communicating through writing.
© Gareth Lewis 2010
Posted in Art & Design, Consumer Culture, Culture, Emergence, Europe, Making Sense, Socioeconomics | 3 Comments »
It Chooses You
Thursday, August 19th, 2010
Why Baudrillard would have liked the new campaign for the Peugeot RCZ: ‘It chooses you’.
The new ads for the Peugeot RCZ reverse the usual relationship between consumer and product, showing the car choosing the driver rather than the other way around.
For Baudrillard, this is how things are. Our power to choose is an illusion: we’re just the playthings of the objective world. Irony belongs not to us but to the objects around us, which pretend to be mute and passive, but secretly know they have all the power.
And because objects have all the power, we’re wasting our time thinking we can stand outside them and uncover their meaning through critical analysis. The only radical way to find their truth is to submit to them, losing ourselves in their logic and obeying their every whim.
By ‘advertising themselves’ to the Peugeot RCZ and begging it to choose them, drivers are adopting what Baudrillard called a ‘fatal strategy’: an attitude of submission to the objective world.
He saw fatal strategies at work in many cultural phenomena: obesity and long-distance running, to name but two. Both represent the end of the subject’s critical, negating power – its ability to choose, stop, and say no.
These forms of hyper-passivity are far from futile or meaningless. For Baudrillard, only by obeying the world will we find out what it is – not by critiquing from a distance. In a way he’s saying we should take the world literally: obey every ad, follow every instruction, say yes to everything, and then we may start to understand.
© Louise Jolly 2010
Posted in Clients & Brands, Consumer Culture, Europe, Making Sense, Semiotics, Technology | 3 Comments »
iEverything
Thursday, August 12th, 2010
Have you noticed how many products have come around over the last few years sporting a tiny “i” before their names? Well, if you know not what I speak of, think iPod, iPhone, iPad, iGoogle, iMAX, etc. And these are only a few of the best known. A quick Google search returns over a thousand product names that follow the pattern of a noun preceded by an “i” that is almost isolated in its stately lower-caseness.
Internet! Yes. That seems to be the obvious word that justifies the fame of our little “i”. That seems to be the expression the letter seeks to contract, to simplify. And the trend just goes beyond: iWater, iFood, iHouse, iCity, iTaxes, iGlasses… It’s as if, in this abstract universe that is the internet, all human creation needed to be reborn, rethought, reconsidered, to become lighter, to become iMmaterial.
The “i” initiates and hides behind its challenging and friendly humility. It wants us not to notice it and so it stands humbly ahead of what we already know — while surreptitiously changing the entire genetics of the object. This is the new life of post-internet objects. A new life, its sins washed away by the “i” — the insignia that identifies objects that have been converted to the cult of the ultimate god of objects: the World Wide Web. The object unobjectified.
Objects which operate under different laws of physics. Free of weight, free of volume, free of time. That is to say, ticking to a different time. And all this is identified by our dearest little “i” — which is but the center of our vowels. The anthropomorphic letter that rises up to the global network heavens. But what does it want to tell us, other than "internet”?
Well… the “i” is a lonely letter. As lonely as I. The self-effacing I, that positions itself as an individual, that acknowledges its individuality, its independence. It is isolated, but adds itself to the object in order to become.
Perhaps the letter “i” has been the greatest gift the digital age has offered us: a way to restate, in a subtly stark manner, that we stand small, internet and all.
© João Cavalcanti 2010
Posted in Americas, Categories, Clients & Brands, Global Vectors, Making Sense, Technology | 6 Comments »
Chinese Bottled Water
Wednesday, August 11th, 2010
Effective packaging design is essential for bottled water. Codes such as mountains, lakes, human-like figures, splashes of colour, as well as shapes and lines, can all be seen on water bottle packaging. Using semiotics, the packs can be organized according to their signs into two main poles. On one side is the pole of nature which claims that the water is from a natural source, and on the other side is the pole of industry which stresses that water has to be controlled and transformed to be untainted and healthy.
The pole of nature contains two visions of water: wild water and preserved water. In China, the category of “wild water” includes products like Pepsi-owned Enchant’s (莹纯, yíngchún) purified water, whose blue package has coloured splashes to showcase wild water in movement as a manifestation of life and freedom. The message it conveys through its sign is strength, vitality, and the human being’s fusion with nature.
The category of preserved water is well represented by Aquarius’ (正广和, zhèng guǎng hé) natural mineral water with its mountain and static lines. It represents a nature to contemplate – a source of peace and quietness, a preserved nature, untouched.
In the pole of industry, the two visions of water are controlled water and tamed water.
In the” controlled water” category, shapes and lines are geometric and clean. Wahaha and Masterkong’s mineral waters, have simple blue or red colored geometric figures and lines on their packages. Their industrial-feeling design suggests that their controlled waters are totally safe and clean.
The tamed water category suggests water is adapted for consumer benefit. Nestlé’s Pure Life, for instance, uses more dynamic shapes and human figures to demonstrate its tamed water’s message of happiness, liveliness, and cooperation.
At first glance, it looks like actors exist on all possible dimensions in the bottled water market. You might think that there is no space remaining for product innovation. Yet, we can find empty territory surrounding the concepts of what we call “absolute water” and “harmony water”.
Absolute water is in a league of its own, and uses neither nature-themed nor industry-themed signs. Currently, there are only two players that convey the concept of absolute water in China – Uni-President’s Alkaqua mineral water and the distilled water made by Watson’s. The designs of the bottles are revolutionary and futuristic. Their beyond-nature and beyond-human appearance suggest that their water is extremely pure and transcendent.
Moreover, the big players in the bottled water market have yet to invent a way to combine the nature-theme and the industry-theme together to introduce the harmony between humans, nature and industry to the market.
Based on this analysis, the next steps could include product development around the two concepts: “harmony water” and “absolute water”.
© Vladimir Djurovic 2010
Posted in Art & Design, Asia, Categories, Clients & Brands, Global Vectors | No Comments »
Tom Ford
Tuesday, August 10th, 2010
A major international male icon at the turn of the 2010s Tom Ford represents unparalleled design and fashion flair combined with great business acumen. His personal glamour (a focus for both the male and female gaze) and critically acclaimed breakthrough from fashion and branded commercial communication into mainstream film directing with A Single Man (2010) makes him one of the most powerful and intriguing male symbols of his time.
All the more because Tom Ford a) pioneers for gay men the discrete privilege long enjoyed by heterosexual males that one’s sexuality need not necessarily be core to the definition of one’s character & identity and b) stands aside, in terms of critical intelligence and comments on public record, from an unthinking commercialism and love of consumption proverbially associated not only with his chosen métier in the fashion/luxury industry but also with the Sex And the City era’s unholy alliance of postfeminism with camp male culture (‘you go, girl’, ‘shop, shop. shop’). A 2010 US public radio interview in the link below, for example, critiques variously the vacuity of a culture in which everything has to be regarded a ‘brand’ and the excesses of a beauty industry whose ‘posthuman’ norms attempts to nurture in young women, among many other altered perceptions, a belief that breasts which are traditionally breast-shaped, rather than resembling the shape of a blown up half-grapefruit, are defective and therefore in need of being ‘fixed’ by cosmetic surgery.
As an icon of contemporary masculinity Tom Ford also signals a cultural shift from the dominance to the Alpha male image to that of a more evolved leader who incorporates positive Omega male characteristics (independence, resourcefulness, depth, a pride which can manifest itself in ways other than conventional ego gratification).
© Malcolm Evans 2010
Notes: http://www.npr.org/templates/story/story.php?storyId=121405891
Posted in Americas, Categories, Consumer Culture, Emergence, Making Sense | 1 Comment »
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