BRANKA ĆURČIĆ
art theorist, New Мedia Center_kuda.org, NoviSad

DIZAJN CENTAR, BEOGRAD: PRILOG ISTORIJI JEDNE ORGANIZACIJE ZA EDUKACIJU, PROMOCIJU I UNAPREĐENJE DIZAJNA
TNE DESIGN CENTER, BELGRADE: A CONTRIBUTION TO TNE HISTORY OF ONE ORGANIZATION FOR EDUCATION, PROMOTION AND DESIGN DEVELOPMENT

Journal 6/2010 (Museum of Applied Art), pages 91-102

UDC:
7.05:061(497.11)"1972/1986"; 705(497.1)"19"

Abstract (original language):
Cilj teksta o beorradskom Dizajn centru je da prikaže širi društveni, kulturni, ekonomski i politički kontekst prakse i teorije dizajna tokom poslednje dve decenije postojanja socijalističke Jugoslavije, kao sistemskog napora redefinicije opšteg društvenog života i poboljšanja uslova života (i rada), kroz uspostavljanje jedne institucije za edukaciju, promociju i unapređenje dizajna. U prvom delu teksta opisuju se metodi i pristupi ovoj temi iz savremene pozicije, pri čemu su pristup i analiza oslobođeni hegemonih kategorija nacionalizama i revizionizma. Nakon osnovne faktorrafije o delatnostima beorradskog Dizajn centra, tekst se bavi analizom šireg društvenog, kulturnog i ekonomskog ambijenta socijalističke Jugoslavije, ali i internacionalnog razvoja dizajna i pozicije institucije dizajna u okviru ovih tendencija. U pomenutim okvirima, aurorka nastoji da locira veze i odnos između aktuelnih političko-ekonomskih promena (revitalizacija jednog oblika radničkog samoupravljanja, položaj institucija kulture u takvom sistemu) i aktivnosti Dizajn centra, kao i više razloga koji su doveli do njegovog gašenja. Cilj ovog teksta nije kritičko ukazivanje na nemogućnost realizacije jednog projekta institucije za unapređenje dizajna u uslovima jugoslovenskog socijalističkog društva sedamdesetih i osadmdesetih godina HH veka kao rigidnog sistema bez sluha za ovakve projekte. Upravo suprotno - postojala je sistemska odluka da se stvore uslovi za osnivanje i razvoj institucije ove vrste.

Key words: (original language)
Dizajn centar, dizajn (industriski, rrafički), časopis Industrijsko oblikovanje, jugoslovensko socijalističko društvo, tržište, industrijska proizvodnja, kultura oblikovanja, Zajednica za unapređenje dizajna, privredne reforme, Centar za industrijsko oblikovanje Zagreb

Summary:
In what way is it possible to analyze construction and functioning of an institution for promotion and design development in а socialist society, and to do that from а contemporary position that gives design the place of formal practice usually in service of production - consumerism rules of а capitalistic neoliberal society? Belgrade Design Center, with its concept and activities has had multiple roles in education, theoretical elaboration, promotion and development mainly of industrial design in the dynamic Yugoslav socialist society. During the foundation and operation of the Design center in the early 1970s, the society distanced itself significantly from the principles of economic liberalization and market economy, and came closer to the reformed concept of self-management Later, during the 1990s, the countries of post-Yugoslav area went through transformation from socialism into capitalism. There was transition from social and state ownership to the private one, to multiparty system, towards the principles of free enterprise and towards "nominalization" of the society according to the patterns of liberal capitalism.
Following the main trends of economy and society development of the socialist Yugoslavia, on one hand. beginning of mass production, planning and design within the process of industrialization made way for developing а socialist society in which new relationships towards material culture should influence the development of more humane relationships among people. On the other hand, an increase in material production and (also) in consumerism society was supposed to inform а man from the socialist society about the achievements of material and spiritual civilizations, while living standards were low. Later, during the 1960s, instead of the earlier concept of getting rid of poverty, life style was emphasized and middle class was formed. The reasons for this were found in the fetishism of technical and industrial commodities, in а sudden jump into industrial civilization and in growing importance of private ownership (as the imperative of social and material security). The role of design and its institutional promotion had several significant points: founding Zagreb Center for Industrial Design, biannual exhibition of Industrial Design in Ljubljana and Belgrade Design Center as one of the most important institution of the kind in the last decades of 20th century.

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