THE FIRST THINGS FIRST MANIFESTO AND THE POLITICS OF CULTURE JAMMING: TOWARDS A CULTURAL ECONOMY OF GRAPHIC DESIGN AND ADVERTISING

Advertising has long been recognized as an important cultural force by media and cultural studies scholars. Graphic design, despite its comparable ubiquity, has rarely been the subject of this kind of critique. Where these activities have been discussed, the emphasis has been overwhelmingly on their textual manifestations (graphics, ads, commercials) and, occasionally, on their reception. In the interest of working towards a fuller account of the overall circulation and reproduction of an increasingly commercial contemporary culture, then, this paper turns to the generative source of these ephemeral artefacts and, in particular, professional graphic design practice. By paying especial attention to the framing of current debates about accountability and social responsibility within this profession, this paper seeks to explore the constraining and enabling effects of commercial practice. Advertising and design are readily distinguishable from other economic institutions because of their declared expertise in creating specifically cultural forms of communication. Further, these practices rely on the skills of cultural intermediaries: individuals whose job it is to develop these forms to mediate between, or more properly, articulate, the realms of production and consumption. Graphic designers, it seems, enjoy much greater latitude for personal expression than ad creatives – or at least enjoy a professional culture, or habitus, that supports debate and dissent through a variety of activities, and recognizes non-commercial design projects as legitimate forms of expression. While the designers interviewed here may claim that advertising is a creative practice entirely subsumed by commercial constraints, they also recognize that their own professional activities involve only a limited degree of subjective control. Personal and non-commercial projects, often indirectly funded by income from business clients, appear to provide a more reliable means to creative fulfillment.