해체적 그래픽디자인 해석의 틈에 대한 수용미학적 접근

Abstract

Postmodernism in the late 20th century gave birth to a new concept of design and greatly influenced the area of graphic design with its experimental approach and style that rejects traditional forms. Unlike traditional graphic design where clarity is required, deconstructive graphic design influenced by postmodernism puts emphasis on the viewers’ active participation and creativity by using ambiguous and experimental visual expressions and delivering uncertain messages. In other words, the interrelationship between an artist, the artist’s intention, and the interpretive attitude of a viewer who tries to read the intension of the work becomes important. This study presupposes that a gap is created between a message that is intended by an artist and a message that is interpreted by a viewer in modern graphic design works and calls this a “gap of interpretation.” Then, in order to categorize the gaps existing in deconstructive graphic design, this paper introduces the theory of the aesthetics of reception where emphasis is placed on active participation and the creative actions of an audience. The study analyses the aesthetics of reception approach from three aspects: 1) the de-familiarization, 2) indeterminacy, and 3) concretization. Then, it examines a variety of interpretations of viewers and how their interpretations expand the meaning of a work. As a result, audiences’ active participation be came a key component in the structure of the “gap of interpretation”in deconstructive graphic design. This prompted me to rethink “relational modern graphic design,” which claims that art works are created through the interaction between an artist’s de-familiarization method, the multi-structure of indeterminacy, and viewer’s concretization. This study also aims to build an ideological frame for a progressive graphic design style of expression using the aesthetic of reception approach-a research method in literature study-to suggest that the frame can be used as a design method to prompt new research on viewer reception.