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Self Aware Advertising
Mar 21, ’10
2:14 PM
modernism as authoritarianism
Mar 21, ’10
10:43 AM
‘Helvetica is part of a psychological enslavement. It’s a subconscious plot: getting people to do, think, say what you want them to… It assumes you accept some system. It means it’s predetermined that you’re on their route, that it’s not casually happening to you.’
James Wines, quoted in Leslie Savan’s essay, ‘This typeface is changing your life’ (1976)
This has parallels with Jan Tschichold’s rejection of the same modernist principles he established in 1928 in Die neue Typographie (1928).
“In time, typographical matters, in my eyes, took on a very different aspect, and to my astonishment I detected most shocking parallels between the teachings of Die neue Typographie and National Socialism and fascism. Obvious similarities consist in the ruthless restriction of typefaces, a parallel to Goebbel’s infamous Gleichschaltung (enforced political conformity) and the more or less militaristic arrangement of lines.”
It seems that modernism’s utopian search for absolute truth and a means of universal communication, has become, for some, a means of authoritarian control and a tool to enforce the status quo.
What do you all think? I’m thinking of basing my essay somewhere in this loose area, and would value your input on possible areas for exploration..
Comment on First Things First
Mar 15, ’10
10:18 PM
I have posted a link (I hope it works) to an article I found on Grafik Magazine’s blog which is a recent comment on First Things First 2000, by David Quay, a regular writer for Grafik. Going to show that even 10 years on that it still provokes a reaction. There are also some interesting comments on the article and further links including one to an essay written by Michael Bierut which was included in the book Looking Closer 4.