The document discusses the concept of media design. It defines media design as devising digital media into a preferred form, as digital media is rarely redesigned by traditional graphic or communication designers. It outlines three orders of images - traditional images (1st order), texts (2nd order), and technical images or digitized content (3rd order). Traditional media designers work at the 1st and 2nd order, while programmers and a new type of designer work at the 3rd order, redesigning the digital media itself. Therefore, media design in today's digital context involves designing at all three orders, with different roles for traditional and new types of designers.

1. Designing Design and
Designing Media
Prof. Jurgen Faust, Designing Design and Designing Media

2. What is media design?
Prof. Jurgen Faust, Designing Design and Designing Media

4. What is media design?
Prof. Jurgen Faust, Designing Design and Designing Media

5. ”Design is concerned with how
things ought to be, with devising
artifacts to attain goals,”
(Herbert Simon)
Prof. Jurgen Faust, Designing Design and Designing Media

6. therefore
we are designing,
whenever
we change the current
situation into a preferred one
Prof. Jurgen Faust, Designing Design and Designing Media

7. Prof. Jurgen Faust, Designing Design and Designing Media
Trajectory of artificiality
Products
Utility
Functionality
Universal aesthetics
Goods, Services and Identities
Marketability
Symbolic diversity
Folk and local aethetics
Interfaces
Natural interactivity
Understandability
Reconfigurability /adaptability
Multiuser systems/Networks
Informativeness
Connectivity
Accessability
Projects
Social viability
Directionality
Commitment
Discources
Generativity
Rearticulability
Solidarity
(Krippendorf 2006, The semantic turn)
Trajectory of artificiality

8. Prof. Jurgen Faust, Designing Design and Designing Media
Design Development
Products
Utility
Functionality
Universal aesthetics
Goods, Services
and Identities
Marketability
Symbolic diversity
Folk and local
aethetics
Interfaces
Natural interactivity
Understandability
Reconfigurability
/adaptability
Multiuser systems/
Networks
Informativeness
Connectivity
Accessability
Projects
Social viability
Directionality
Commitment
Discources
Generativity
Rearticulability
Solidarity

9. design underlies a discourse
Prof. Jurgen Faust, Designing Design and Designing Media

10. design is discourse
Prof. Jurgen Faust, Designing Design and Designing Media

12. ... engineering discourse,
is informed by a rhetoric of
design, that is, a rhetoric of
deliberation
(Perelman)
Prof. Jurgen Faust, Designing Design and Designing Media

13. ...while most humanistic
discourses echo back to
rhetoric of interpretation,
judgment, and evaluation
(Perelman)
Prof. Jurgen Faust, Designing Design and Designing Media

14. discourse regulations
Prof. Jurgen Faust, Designing Design and Designing Media

15. A discourse is kept alive within a
community of its practitioners.
A discourse institutes its recurrent
practices.
A discourse draws its own boundary
A discourse justifies its identities to
outsiders
Discourses are not merely written ore
spoken, they are social systems with a life
of their own.
Prof. Jurgen Faust, Designing Design and Designing Media

16. we are designing through
discourse
Prof. Jurgen Faust, Designing Design and Designing Media

17. ‘Discourses reside in the communities of
people who collaborate in enacting what constitutes
their community, performing it, so to speak, and thereby
creating everything that matters to the members of a
community as members.’
Prof. Jurgen Faust, Designing Design and Designing Media
H. Krippendorff

18. What is media design?
Prof. Jurgen Faust, Designing Design and Designing Media

19. “A medium may be a material,
such as plaster, or a means, an
agency, or an instrumentality,
such as the press.”
(McCullogh)
Prof. Jurgen Faust, Designing Design and Designing Media

20. The characteristic of all media,
means that the content of
any medium is always another
medium.
(McLuhan)
Prof. Jurgen Faust, Designing Design and Designing Media

22. “For the message of any
medium or technology is the
change of scale or pace
or pattern that it introduces
into human affairs”
(McLuhan)
Prof. Jurgen Faust, Designing Design and Designing Media

23. “The content of writing is
speech, just as the written
word is the content of
print, and print is the
content of the
telegraph.”
(McLuhan)
Prof. Jurgen Faust, Designing Design and Designing Media

24. so what do we design
when we design
media?
Prof. Jurgen Faust, Designing Design and Designing Media

25. The graphic designer:
layouts the written word,
composition and layout, application of type font, size,
the width of the column, etc.
The writer, the journalist composes sentences,
changes the length and the order of the sentences, the
composition, he creates an introduction, and
summarizes the texts, to make the speech more
accessible as a written text.
Prof. Jurgen Faust, Designing Design and Designing Media

26. speaker (media: sound)
writer (media: text)
graphic designer (media: image)
Prof. Jurgen Faust, Designing Design and Designing Media

27. media designer?
Prof. Jurgen Faust, Designing Design and Designing Media

28. media in the digital
age
Prof. Jurgen Faust, Designing Design and Designing Media

30. media: images, texts
and technical images
(Vilem Flusser)
Prof. Jurgen Faust, Designing Design and Designing Media

31. transition:
images texts
technical images
Prof. Jurgen Faust, Designing Design and Designing Media

32. technical images:
are an abstraction of
texts and not of reality
Prof. Jurgen Faust, Designing Design and Designing Media

33. technical images
allow us any
manipulation
Prof. Jurgen Faust, Designing Design and Designing Media

35. media design today:
technical image (image 3rd order)
texts (image 2nd order)
traditional image (image 1st order)
Prof. Jurgen Faust, Designing Design and Designing Media

36. The traditional media designer is
rarely active designing media in the sense
that he is devising digital media into a
preferred one, since the digital media is
rarely redesigned or changed, and if, its
done by a programmer or engineer or by
a new kind of designer
Prof. Jurgen Faust, Designing Design and Designing Media

37. Therefore we have
designers of first,
second and third order
Prof. Jurgen Faust, Designing Design and Designing Media

38. image maker:
1st order designer
writer:
2nd order designer
programmer, engineer,
or the new designer :
3rd order designer
Prof. Jurgen Faust, Designing Design and Designing Media

39. In the web 2.0 environment,
the third-order designer
devises courses of action into a
preferred one...
Prof. Jurgen Faust, Designing Design and Designing Media

40. traditional image
like
photography
image 1st. order
image 2nd order
image 3rd order
texts
technical image
communication designer
graphic designer etc.
writer, editor,
programmer
engineer,
programmer
and ?
designer 3rd order
designer 1st order
designer 2nd order
conceptual
design space
designers are responsible for the
design process
they are working in teams

41. Prof. Jurgen Faust, Designing Design and Designing Media
Designing Media
=
Designing Design

42. Prof. Jurgen Faust, Designing Design and Designing Media
Thank you!