As ambiguidades da doutrina: conflitos e tensões estruturais no campo do design

• Ano de defesa: 2013
• Autor(a) principal: Berwanger, Ana Claudia
• Orientador(a): Mira, Maria Celeste
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Ciências Sociais
• Departamento: Ciências Sociais
• País: BR
• Palavras-chave em Português: Campo do design; Design brasileiro; Ensino do design
• Palavras-chave em Inglês: Design field; Brazilian design; Design education
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS
• Link de acesso: https://tede2.pucsp.br/handle/handle/3501

This thesis presents a panoramic view of the process of formation of the Brazilian institutional system that was built around the notions and practices called "industrial design" and "design". It also presents an interpretation of the disputes held specifically in the academic field of design, in its current configuration, while trying to understand the different requirements articu-lated, in that area, for the specific rarity of such practice. The text is divided in two parts of which the first one is dedicated to present the main institutions and formative events in the field, from the foundation of the Institute of Contemporary Arts of the Sao Paulo Art Museum (1951) to the end of the first decade of the years 2000, going through the quarrels that happened in the first schools (ESDI and FAU-USP), the creation of the first professional associations (ABDI and APDINS), the downfall of the name "industrial design" and the rise of the name "design", the dissemination of the graduation and post-graduation educational system, the growth of the student movements, the launching of several specialized publications, periodic awards and governmental incen¬tive programs, and finally the battle for professional regulation and affirmation of the speci city of this practice and its field, in regards to related practices and fields such as architecture and arts. The study in question aimed to present the essential traces of the competition between the institutions along the story of this field, and aIs o the most relevant external pressures, which contributed to determine many of its directions. The institutions were discussed in the thesis according to the view of the social world forged by the Frencl1" sociologist Pierre Bourdieu, focusing on the roles developed particularly in regards to the production of symbolic assets, the reproduction of knowledge and values related to the field, and also the public distribution and the consecration/legitimization of its agents a d practices. The first part of the thesis intends to contextualize the specific problems discussed in the second part, regarding the recommendations currently articulated in the academic field for the relations be¬tween the designer, the business world, and the demands of other nature (social, environmental, psy¬chological, etc.) In order to sustain this approach, several positions articulated the academic field were analyzed, going from the full exploitation of the design in relation to the economic world, to the concealment of such exploitation. The discussion proposed is about the strategies and possibilities of empowering the area and reassuring the specific rarity of the practices of the designer. The main conclu¬sion is that, differently from what occurred in the initial stage of the formation of this field, around the 19th century, when the designer was clearly seen as an artistic consultant serving the industry, nowa¬days its specific rarity is so comprehensive and almost nonspecific, that it may ;only be defined a "doing something well"; and this doing is extended to the engaged formulation of any interface, which allows any user or agent to realize any task through the use of any tool or system, independently of their nature. This condition creates a paradox in which the design is more autonomous the more heteronomous its concrete practices are, and the more its agents specialize in interpreting and attending to the needs and interests of each other, either those demands are economical or noto economical or not.