Postmodern Design Continued

citational grafts: reshuffling structures of a message to change its meaning or the way it is read.

Derrida introduced the idea of "grammatology" as a mode of communication. "Grammatology includes these ideas:

bahavior of words can change meaning.

a Phonic alphabet is an empty outer representation. It is a shell of the content.

"There is no innocent speech"

Derrida's work challenged the "grand narrative" of graphic design and typography.

Cranbrook explored "grammatology" and poststructualism. In a normative design, the viewer would see the image and then read the text. In a deconstructive design, the viewer would see the text and then read the image.

Ed Fella was a designer who worked with traditional media instead of computers. His style was very systematized and inspired "Grunge" typography and design.

David Carson refused to accept the impact of post structuralism. His designs bordered illegibility and chaos.

The postmodern style is known for irony, juxtaposition of styles, fragmentation, unpredictability, "perpetual presents" in series, no stable or permanent reality, knowledge for the sake of function, not for the sake of knowledge itself, parody, and surfaces without underlying meaning.