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September 05, 2005
Graphic Designers, the Immaterial Laborers
I am no longer in a state of despair when looking at this massive concept of globalization and how I can contribute to fixing the problems it creates. In past weeks I have only read about all of the problems of globalization and how it is only going to continue on, to the detriment of everyone on a local level. I wondered how a graphic designer, from Cincinnati, was ever going to be able to change this destructive force. Well, I began by not thinking of it as a destructive force. Secondly, I read Michael Hardt's book, Multitude. Many of the concept presented has made me feel that graphic designers do have some power to shape, reshape the thought of leader in the world, due to the fact we are immaterial labors.
It was very enlightening for me to realize how the worlds labor system is being redefined in our postmodern time. The new vocabulary Hardt introduces is helpful and (I feel) necessary to understand before I move full force ahead in taking a stance on globalization. In past times Hardt points out that the true function of labor was to create a tangible product for economic gain. We can see evidence of this when examining the history of industrial labor. Today, Hardt contents we have an immaterial labor form, which is a labor that creates immaterial products, such as knowledge, and information. From reading his definition of immaterial labor I immediately realize that I am this type of worker. What is great about being this type of laborer, in today society, is that it has the potential to change the very essence of society, or so Hardt believes. “Immaterial labor is biopolitical in that it is oriented toward the creation of forms of social life; such labor, then, tends no longer to be limited to the economic but also becomes immediately a social, cultural, and political force.” (p. 66) Wow, this statement empowers me as I look within my self to find out how to make a stand. I am not just a laborer who is constantly churning out logos and ads that persuade consumers to keep over-consuming. I can be biopolitical, in that I use my design skills to shape ideas and concepts that will better society.
I feel that Hardt's concepts on immaterial labor supports the First Thing First Manifesto from 1964. In the manifesto 22 designers all believed in their ability to use design to communicate concepts that would build up societies. In many respects they believed that they were immaterial labors. They firmly thought that what they create should not be just for economic gain or to start a cool trend design. No, graphic design is more than that. We are communication persuaders that when done effectively can change the way our communities functions. It seem as though it is crucial to our profession that we start to see ourselves as having this power. It may seem like this notion makes us out to be superheroes, and I do not mean to imply that that is what we need to become. I just feel as though when we see ourselves as an immaterial labor we might not feel so helpless in trying to realize our role in globalization.
Another empowering aspect of Hardt's thoughts on immaterial labor is the idea that as immaterial laborers we are leaders in the changing of culture. “In any economic system there are numerous different forms of labor that exist side by side, but there is always one figure of labor that exerts hegemony over the others. This hegemonic figure serves as a vortex that gradually transforms other figures to adopt its central qualities.” (p. 107) In past weeks I have been frustrated in trying to understand whether it was really my place as a designer to suggest solutions to problems caused by globalization. Hardt's description of the new laborer system begins to convince me that my suggestions could in fact transform others to adopt my ideas. I do understand that economist and other experts in the field of globalization are immaterial laborers as well. However, if there is this possibility that my ideas could influence their thoughts I am willing to attempt to sway their positions.
In conclusion, I understand that my response to the problems of globalization might not immediately change the face of the world. However, I now have hope in thinking that what I could in some small way help. For now, I will be satisfied to contribute in a small way. I do not believe globalization to be a bad thing. It just needs help in correcting some of the problems it is causing to people and as an immaterial laborer I do possess some power to make this happen. That thought make me smile.
Posted by reneé seward at September 5, 2005 01:20 PM