El diseño gráfico como indicador de las transformaciones sociales

• Maryna Kolosnichenko Kyiv National University of Technology and Design, Kyiv, Ukraine. https://orcid.org/0000-0003-0020-3214
• Oleksandra Kolisnyk Kyiv National University of Technology and Design, Kyiv, Ukraine. https://orcid.org/0000-0002-4374-6043
• Yevhen Gula Kyiv National University of Technology and Design, Kyiv, Ukraine. https://orcid.org/0000-0002-3559-2179
• Antonina Dubrivna Kyiv National University of Technology and Design, Kyiv, Ukraine. https://orcid.org/0000-0001-8012-6946
• Tetyana Nikolayeva Kyiv National University of Technologies and Design, Kyiv, Ukraine. https://orcid.org/0000-0002-9353-9827

DOI: https://doi.org/10.46925//rdluz.38.47

Palabras clave: Narrativa, entorno digital, cambio social, publicidad social

Resumen

Objetivo: El objetivo del artículo implicó el estudio empírico de la correlación entre el uso del diseño gráfico y la percepción de las transformaciones sociales en la sociedad. Metodología: En la investigación se utilizaron encuestas, pruebas, diagnósticos de adaptación sociopsicológica, diferenciaciones semánticas privadas, Escala EPA (Evaluación - Potencia -Actividad). Los cálculos estadísticos se realizaron mediante análisis factorial, prueba U de Mann-Whitney y coeficiente de correlación de Pearson. El grupo de expertos seleccionó 5 artículos de publicidad social de 40 muestras. Según los expertos, estas muestras cumplen con los criterios de desempeño artístico profesional e incluyen fuertes significados emocionales. Las muestras seleccionadas por el grupo de expertos se utilizaron como material de estímulo. Resultados: Hay una división de publicidad provocativa y publicidad no provocativa sobre la base de la forma artística y la naturaleza del mensaje de información. Los datos obtenidos atestiguan que el diseño de publicidad social es un indicador de cambio social en la sociedad. El diseño gráfico puede influir en el estado de ánimo y dar forma a la percepción de la cosmovisión del producto publicitario. El diseño gráfico ayuda a estudiar la preparación de los encuestados para la introducción de una narrativa particular en el discurso, es decir, para formar la opinión pública.

Citas

Ambrose, G., Harris, P., & Ball, N. (2019). The fundamentals of graphic design. New York: Bloomsbury Publishing.

Bhandari, E., & H. Handeyside. (2019). The government is detaining and interrogating journalists and advocates at the US-Mexico border. ACLU. Retrieved from https://www.aclu.org/blog/free-speech/freedom-press/government-detaining-and- interrogating-journalists-and-advocates-us

Boyd, R., & Holton, R. J. (2018). Technology, innovation, employment and power: Does robotics and artificial intelligence really mean social transformation? Journalof Sociology, 54(3), 331-345. DOIG: https://doi.org/10.1177/1440783317726591

Brigden, N., & Hallett, M. (2021). Fieldwork as social transformation: Place, time, and power in a violent moment. Geopolitics, 26(1), 1-17.DOIG: https://doi.org/10.1080/14650045.2020.1717068

Chen, R., & Wang, M.-H. (2015). Brand positioning map: A strategy tool for trademark design. Journal of Management and Strategy, 6(1), 36-44. https://doi.org/10.5430/jms.v6n1p36

de Haas, H., Fransen, S., Natter, K., Schewel, K., & Vezzoli, S. (2020). Social transformation.MADE project paper 16. Retrieved from https://hdl.handle.net/11245.1/350a98a1-85d6-45b7-a043-6df 8817e49a2

Dziobczenski, P.R.N., Person, O., & Meriläinen, S. (2018). Designing career paths in graphic design: A document analysis of job advertisements for graphic design positions in Finland. The Design Journal, 21(3): 349–70. https://doi.org/10.1080/14606925.201 8.1444874

Fan, L. (2013). Textbook research as scientific research: towards a common ground on issues and methods of research on mathematics textbooks. ZDM, 45(5), 765-777. https://doi.org/10.1007/s11 858-01 3-0530- 6

Gupta, S. C., & Kapoor, V. K. (2020). Fundamentals of mathematical statistics. New Delhi: Sultan Chand & Sons.

Hordiichuk, Ya. (2021). Communicative images of graphic designers on Instagram pages. Demiurge: ideas, technologies, design perspectives, 4(1), 21–35. DOIG: https://doi.org/10.31 866/2617- 7951.4.1.2021.236117

Katz, M. B. (2018). Introduction: The urban "underclass" as a metaphor of social transformation. In The "Underclass" Debate (pp. 1-24). New Jersey: Princeton University Press. https://doi.org/10.1515/97806911 88546-002

Kent, S. M., & Buechner, B. D. (2021). Beyond transition: Personal and social transformation through co-inquiry among military-connected students. Journal of Humanistic Psychology, 61(3), 313-338. https://doi.org/10.1177/0022167 81 9841702

Kolisnyk, O. V., & Lukianenko, K. S. (2019). Modern Social Poster: Aspects of Visual Communication Design. Retrieved from https://eesa-journal.com/wp- content/uploads/EESA_1151_nov_2019_part_10.pdf #page=14

Kreitzberg, C. B., Rosenzweig, E., Shneiderman, B., Churchill, E. F., & Gerber, E. (2019). Careers in HCI and UX: The digital transformation from craft to strategy. In Extended Abstracts of the 2019 CHI Conference on Human Factors in Computing Systems (pp. 1-6). Retrieved from https://dl.acm .org/doi/abs/10.1145/3290607.3311746

Larsson, A., & Teigland, R. (2020). The Digital Transformation of Labor. Taylor & Francis. Retrieved from http://library.oapen.org/handle/20.500.1 2657/23634

Lewthwaite, S., & Holmes, M. M. (2018). The Pedagogy of Social Science Research Methods Textbooks. University of Southampton. Retrieved from https://srhe.ac.uk/wp- content/uploads/2020/03/ Sarah -Lewthwaite-The-Pedagogy-of -Social-Science.pdf

Li, S. (2021). Exploration on the application of artificial intelligence elements in Graphic Design. 2021 2nd International Conference on Intelligent Design (ICID), 143-146. https://doi.org/10.1109/ICID54526.2021.00036

Marchenko, O. S. (2021). Transformation of organizational and economic mechanism as a direction of digitalization of consulting business. Economic theory and law, 1(44), 29-45. Retrieved from https:// www.ceeol.com/search/article-detail?id=990792

Margolin, V. (2019). Social design: From utopia to the good society. The Social Design Reader, 17. Retrieved from http://surl.li/bf soj

Pavlovskaya, M. (2018). Critical GIS as a tool for social transformation. The Canadian Geographer/Le Géographe Canadien, 62(1), 40-54. https://doi.org/10.1111/cag.12438

Pedwell, C. (2021). Revolutionary Routines: The Habits of Social Transformation. Montreal: McGill- Queen's Press-MQUP.

Petocz, P., & Smith, N. (2007). Materials for learning mathematical statistics. Sydney: University of Technology.

Reichart, L. (2015). I’m Going to Instagram It! An Analysis of Athlete Self -Presentation on Instagram. Retrieved from http://www.tandf online.com/doi/pdf/10.1080/088381 51 .201 5.10291 25

Scolere, L. (2019). Brand yourself, design your future: Portfolio-building in the social media age. New Media & Society, 21(9), 1891–1909. https://doi.org/10.1177/146144481 9833066

Shramko, T. V. (2021). Transformation of animalistic figural trademark in the context of the evolution of graphic design. Bulletin of KNUKiM. Art Studies Series, 44, 234–241. https://doi.org/10.31 866/2410-1176.44.2021.235444

Stewart, M. A., & Kitchens, K. E. (2021). Social transformation and violence: Evidence from US reconstruction. Comparative Political Studies, 0010414021997164. https://doi.org/10.1177/0010414021997164

Thomas-Trout, M. (2018). A Place of Passage: Graphic Design and the Transformation of Space into Experience. Retrieved from https://ecommons.udayton.edu/cgi/vie wcontent.cgi?article=1000&context=passage_supplemet

Udris-Borodavko, N. (2018). Design of nationally identified objects of visual communication in modern Ukraine as a socio-cultural technology. Bulletin of VN Karazin KhNU. Series "Sociological research of modern society: methodology, theory, methods", 40, 109-114. https://doi.org/10.26565/2227- 6521-2018-40-14