The master's thesis examines the influence of graphic design through a sociological framework, where design, as seen through images and forms, is part of our everyday lives and plays an important role in understanding relationships in society. By taking into account the social and cultural context of design work, graphic designers can more effectively create works that are more relevant to their target audience.
Given the ubiquity of design, we must ask ourselves about its relevance and responsibility. If it appears everywhere, what is the visual responsibility of the material, what is the responsibility of graphic designers (referred to as designers) and clients to be ethical (referred to as honest) to themselves, their work, and ultimately to society? Graphic design is a profession that most often operates in advertising and is strongly intertwined with capital, the purpose of which is greater recognition and greater profit, which are the main characteristics of neoliberal capitalism, with very little honesty and good intentions. We will examine the relationship between capital and design and the role of cultural intermediaries. We will look at the concept of spectacle (Debord, 1967), and how contemporary society is dominated by images that create artificial needs, impose consumerism, and thus distort social life. In this master's thesis, we will examine whether honest graphic design can exist in the age of globalized capitalism, what are the possibilities, and what ethical rules, codes, and laws exist. The aim of this thesis is to address the lack of sociological knowledge in the field of design, its importance, and its impact on society.
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