Grafik Tasarım Manifestolarında Söylem ve İdeoloji: Eleştirel Söylem Analizi Yaklaşımıyla Karşılaştırmalı Bir İnceleme

Öz

Bu çalışma, grafik tasarım alanında önemli kırılma noktaları oluşturan beş temel manifestoyu—First Things First (1964), First Things First 2000, An Incomplete Manifesto for Growth (1998), The Decolonising Design Manifesto (2019) ve The Karlskrona Manifesto for Sustainability Design (2014)—Eleştirel Söylem Analizi (ESA) yöntemiyle incelemektedir. Manifestolar yalnızca estetik yönelimleri tanımlayan metinler değil, aynı zamanda ideolojik çatışmaları görünür kılan ve tasarımcı öznesini belirli konumlara çağıran söylemsel araçlar olarak ele alınmaktadır. Çalışmanın kuramsal temeli; Fairclough’un üç boyutlu söylem modeli, Althusser’in ideoloji ve çağırma kuramı, Foucault’nun bilgi/iktidar ilişkileri ve van Dijk’ın ideolojik söylem çözümlemelerine dayanmaktadır. Analizler, manifestoların metinsel, söylemsel ve toplumsal düzeylerde ideolojik yapılar ürettiğini göstermektedir. Bu bağlamda çalışma, grafik tasarım manifestolarının sadece mesleki beyanlar değil, aynı zamanda etik, politik ve kültürel müdahale araçları olduğunu ortaya koymayı amaçlamaktadır.

Anahtar Kelimeler

• Grafik Tasarım Manifestoları
• Eleştirel Söylem Analizi
• İdeoloji ve Tasarım
• Politik Görsel Kültür

Discourse and Ideology in Graphic Design Manifestos: A Comparative Analysis Based on Critical Discourse Theory

Öz

This study examines five key manifestos that mark critical turning points in the field of graphic design—First Things First (1964), First Things First 2000, An Incomplete Manifesto for Growth (1998), The Decolonising Design Manifesto (2019), and The Karlskrona Manifesto for Sustainability Design (2014)—through the method of Critical Discourse Analysis (CDA). These manifestos are considered not merely as texts that define aesthetic orientations, but as discursive instruments that make ideological conflicts visible and call the designer subject into specific positions. The theoretical framework of the study is grounded in Fairclough’s three-dimensional discourse model, Althusser’s theory of ideology and interpellation, Foucault’s concept of knowledge/power relations, and van Dijk’s approach to ideological discourse analysis. The findings demonstrate that these manifestos construct ideological structures on textual, discursive, and social levels. In this context, the study aims to reveal that graphic design manifestos function not only as professional declarations but also as tools of ethical, political, and cultural intervention.

Anahtar Kelimeler

• Graphic Design Manifestos
• Critical Discourse Analysis
• Ideology and Design
• Political Visual Culture

Kaynakça

1. Althusser, L. (1971). Ideology and Ideological State Apparatuses, New York: Monthly Review Press.
2. Ansari, A., Martins, L., Oliveira, P., Keshavarz, M., Canli, E., Abdulla, D., Kiem, M., and Schultz, T. (2016). “The Decolonising Design Manifesto”, Journal of Futures Studies. 23(3), 1-12. Bierut, M. (2012). Seventy-nine Short Essays on Design, LA: Chronicle Books.
3. Bruce Mau Design. (1998). An Incomplete Manifesto for Growth, Bruce Mau Design Inc.
4. Clarke, A. J. (2017). “Design as a Practice of Modernity: A History of Modern Design Education”, Journal of Design History, 30(3), 235-249.
5. Droste, M. (2002). Bauhaus 1919-1933, Berlin: Taschen Bibliotheca Universalis.
6. Elder, C. (2015). “Manifestos and Modernism: Bauhaus and the Avant-gardes”, Modernism, 22(3), 543-561.
7. Escobar, A. (2018). Designs for the Pluriverse: Radical Interdependence, Autonomy, and the Making of Worlds, California: Duke University Press.
8. Fairclough, N. (1995). Critical Discourse Analysis: The Critical Study of Language, London: Longman.

9. Fairclough, N. (2001). Language and Power, London: Pearson Education.
10. Fairclough, N. (2003). Analysing Discourse: Textual Analysis for Social Research, London: Routledge.
11. Foucault, M. (1972). The Archaeology of Knowledge, New York: Pantheon Books.
12. Foucault, M. (1977). Discipline and Punish: The Birth of the Prison, New York: Pantheon Books.
13. Foucault, M. (1980). Power/Knowledge: Selected Interviews and Other Writings 1972-1977, New York: Pantheon Books.
14. Garland, K. (1964). First Things First Manifesto, London: Goodwin Press Ltd.
15. Gunn, W., Otto, T., and Smith, R. C. (2013). Design Anthropology: Theory and Practice, London: Bloomsbury Publishing.
16. Helfand, J. (2001). Screen: Essays on Graphic Design, New Media, and Visual Culture, New Jersey: Princeton Architectural Press.
17. Heller, S., and Vienne, V. (2015). 100 Ideas That Changed Graphic Design, London: Laurence King Publishing.
18. Lyotard, J. F. (1984). The Postmodern Condition: A Report on Knowledge, Minnesota: University of Minnesota Press.
19. Machin, D., and Mayr, A. (2012). How to Do Critical Discourse Analysis: A Multimodal Introduction, London: SAGE. Miller, C. R. (1984). “Genre as Social Action”, Quarterly Journal of Speech, 70(2), 151-167.
20. Phipps, P. (2012). “Design as an Ideology: Towards a Postcolonial Critique”, Design Philosophy Papers, 10(1), 13-25.
21. Poynor, R. (2003). No More Rules: Graphic Design and Postmodernism, Connecticut: Yale University Press.
22. Santos, B. de S. (2014). Epistemologies of the South: Justice Against Epistemicide, London: Routledge.
23. Soar, M. (2002). “The First Things First Manifesto and the Politics of Culture Jamming: Towards a Cultural Economy of Graphic Design and Advertising”, Cultural Studies, 16(4), 568-586.
24. Spivak, G. C. (1988). Can the Subaltern Speak, Illinois, University of Illinois Press.
25. Topaloğlu, G., and Beşgen, A. (2023). “Critical Discourse Analysis (CDA) of the 16th Venice Architecture Biennale Manifesto”, Journal of Architecture and Urbanism, 47(2), 106-113.
26. Triggs, T. (2006). “Scissors and Glue: Punk Fanzines and the Creation of a DIY Aesthetic”, Journal of Design History, 19(1), 69-83.
27. van Dijk, T. A. (1998). Ideology: A multidisciplinary approach. London: SAGE.
28. van Dijk, T. A. (2006). “Discourse and Manipulation”, Discourse & Society, 17(3), 359-383.
29. Whitford, F. (1984). Bauhaus. London: Thames & Hudson.
30. Yanoshevsky, G. (2009). “Three Decades of Writing on Manifestos: The Making of a Genre”, Poetics Today, 30(2), 257-286.
31. Internet References
32. Barnbrook, J. (2000). “Adbusters: First Things First”, https://www.jonathanbarnbrook.com/work/first-things-first/, Access: 02.04.2025.
33. Poynor, R. (1999). “First Things First Revisited”, https://www.emigre.com/Essays/Magazine/FirstThingsFirstRevisited, Access: 12.02.2025.