The problem of design as a metalanguage of the information space

A. Pankratova
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Abstract

The object of the study is modern design as a cultural phenomenon. The subject of the study is design as a metalanguage of the modern information space – hyperreality. The relevance of the research is determined by the globalization of communication, characteristic of the modern socio–cultural situation: today communication takes place in hyperreality, which makes national languages a special case of communication - the whole world begins to communicate in a metalanguage understandable anywhere in the world, and today design becomes such a universal language. The novelty of the research is due to the very formulation of the question: until now, design has not been considered as a metalanguage of hyperreality. In addition, the study reveals the problems of modern design associated with the modern stage of its functioning in hyperreality.The purpose of the study is to show that in the conditions of globalized hyperreality, design becomes a metalanguage, a semiotic system built on top of the semiotic system, which is the modern information and communication space. The main method of research is the semiotic analysis of the design environment. The research is mainly based on the material of modern flat design, which is the most representative form of the existence of design at the present time. The main conclusions of the study: the socio-cultural environment of modern man is hyperreality. Hyperreality is a metalanguage in relation to primary reality. But hyperreality itself uses a metalanguage as the main language, this metalanguage is design. Design builds a system of images and connotations over the world of things, thus creating a metalanguage, or semiotic system of design. Modern design uses simulacra signs as the main sign form, since hyperreality in its development tends to distance itself from the primary reality, and develops its syntactic and paradigmatic structure, which is fundamentally different from the primary reality. The uniqueness of design as a metalanguage lies in the use of simulacra, signs that are fundamentally not expressive, not adapted for adequate transmission of information.
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作为信息空间金属语言的设计问题
研究的对象是作为一种文化现象的现代设计。本研究的主题是设计作为现代信息空间的一种元语言——超现实。研究的相关性是由传播的全球化决定的,这是现代社会文化情境的特征:今天的传播发生在超现实中,这使得民族语言成为传播的特例——整个世界开始以世界上任何地方都可以理解的元语言进行交流,今天的设计成为这样一种通用语言。这项研究的新颖之处在于这个问题的表述:到目前为止,设计还没有被认为是一种超现实的元语言。此外,研究还揭示了现代设计在超现实的现代阶段所存在的问题。研究的目的在于表明,在全球化的超现实条件下,设计成为一种元语言,一种建立在符号系统之上的符号系统,这就是现代信息传播空间。研究的主要方法是对设计环境的符号学分析。本研究主要基于现代平面设计的材料,这是目前最具代表性的设计存在形式。研究的主要结论是:现代人的社会文化环境是超现实的。超现实是一种与原始现实相关的元语言。但是超现实本身使用一种元语言作为主要语言,这种元语言就是设计。设计在物的世界之上建立了一个形象和内涵的系统,从而创造了一个设计的元语言,或符号学系统。现代设计使用拟像符号作为主要的符号形式,因为超现实在其发展过程中倾向于与原始现实拉开距离,并发展出与原始现实根本不同的句法和范式结构。设计作为一种元语言的独特之处在于使用拟像,这些符号从根本上不具有表现力,不适合充分传递信息。
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