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analogous and digital von Aicher, Otl (eBook)

  • Erscheinungsdatum: 09.03.2015
  • Verlag: Ernst & Sohn
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analogous and digital

Otl Aicher (1922–1991) was an outstanding personality in modern design, he was a co-founder of the legendary Hochschule für Gestaltung (HfG), the Ulm School of Design, Germany. His works since the fifties of the last century in the field of corporate design and his pictograms for the 1972 Summer Olympics in Munich are major achievements in the visual communication of our times. An integral component of Aicher's work is that it is anchored in a "philosophy of making" inspired by such thinkers as Ockham, Kant or Wittgenstein, a philosophy concerned with the prerequisites and aims, the objects and claims, of design. Aicher's complete theoretical and practical writings on design (which include all other aspects of visual creativity, such as architecture) are available with this new edition of the classic work. If Aicher prefers the analogous and concrete to the digital and abstract he does it with a philosophical intention. He relativizes the role of pure reason. He criticizes the rationality of Modernism as a result of the dominance of purely abstract thinking. Anyone who prefers the abstract to the concrete does not only misunderstand the mutual dependence of concept and view. In Aicher's judgement he is also creating a false hierarchy, a rank order that is culturally fatal. Things that are digital and abstract are not greater, higher and more important than things that are analogous and concrete. Wilhelm Vossenkuhl


    Format: ePUB
    Kopierschutz: AdobeDRM
    Seitenzahl: 673
    Erscheinungsdatum: 09.03.2015
    Sprache: Englisch
    ISBN: 9783433605936
    Verlag: Ernst & Sohn
    Größe: 438 kBytes
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analogous and digital


by Wilhelm Vossenkuhl
Authenticity and a questionable analogy

"How is it", asks Edward Young, "that we are born as originals and die as copies?" The 18th-century English poet is concerned that as individuals in society we lose our distinctive qualities. We conform to other people, the taste of the times, but also to law and political order. Ultimately we do not know who we are and what makes us different from all the rest.

This concern about our authenticity has not got any less today. Authenticity is one of the great themes of Modernism. Young's contemporary Rousseau believes that it is only meaningful for us to exist in "unity of life with itself", in unity with nature. He suggests a new legal system to rescue authenticity, intended to create a community of life instead of abstract legal conditions.

It is hard for us to imagine today how we can do justice to the ideal of unity with nature in a bourgeois life community. And yet this ideal still seems fascinating. We have not stopped striving for it. But in our ecological epoch it means something different from what it did at the time of Rousseau.

Today we want to achieve unity with ourselves by the shortest possible route, and find our authentic selves without a detour via society. We strive for a direct, concrete relationship with our own nature and our natural environment. Society and its order seem to depend on the right relationship of the individual with nature, and not vice versa. A wareness of ecological dangers puts the natural before the social environment. The long-accepted precedence of society over the individual, at least from a political and legal point of view, has been questioned for quite some time. A new individualism with many pros and cons has prevailed for quite a while, at least in Western society.

Rousseau's suggestion appeared to be highly abstract to Lionel Trilling half a century ago. Trilling thought that our feeling for authenticity had become rougher, more concrete and more extreme ( Das Ende der Aufrichtigkeit , Frankfurt/Main 1983, S. 92). When Trilling put forward this thesis in his lectures at Harvard University it was easy to understand. However, his scepticism towards Rousseau at the time is now difficult to comprehend. On the other hand, the joy that Rousseau described as philosophical life in his "Rêveries" is accessible again (Heinrich Meier, Über das Glück des philosophischen Lebens. Reflexionen zu Rousseaus Rêveries , Munich 2011).

Striving to achieve unity with nature and an authentic self that is happy at the same time has come under pressure of time because of ecological dangers. It is no wonder that this pressure of time is making us increasingly impatient. This impatience increases our intolerance of the actual or presumed - agents of these dangers. But this impatience is a symptom in itself, not just a crisis of understanding ourselves and our unity with nature.

This crisis is not merely older than the ecological one. People like Rousseau, who were asking about our authenticity at the time of the Enlightenment, were already aware of it. But the attempt to solve this crisis leads in the wrong direction. In the late 18th century -after a long period of preparation through anatomy and early biological research - the thought that what was organic was natural became accepted.

It is not obvious at first how erroneous this thought is in terms of our self-perception and our relationship with nature. This is perhaps why it has lost none of its influence, even today. We come across it in criticism of modern technology and of literature. What makes this thought so plausible?

An organ is a complete entity, even if it is part of a greater whole, along with other organs; it plays a distinctive and irreplaceable role. It is difficult to find a more vivid image of authenticity than that of the organ. It conve

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