文章基本信息

标题：The Term "Shaping" in the Croatian Culture of the Fifties
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作者：VUKIĆ, Feđa
期刊名称：Drustvena istrazivanja. Journal for General Social Issues
印刷版ISSN：1330-0288
出版年度：2002
卷号：11
期号：2-3 (58-59)
页码：413-429
出版社：Institute of Social Sciences IVO PILAR
摘要：Planning for mass machine production, or design, the standard term used in Croatian language today, appeared in the Croatian culture of the fifties as part of the general trend of modernisation and development of industrial production. However, in the theoretical and critical literature of the fifties the term "shaping" (oblikovanje) is used, and not design. In order to define more precisely the roots of the concept of design in the Croatian cultural context, and to create the foundation for further research of theoretical precepts of design, the author presents in the article the most important ideas on design for mass production in the fifties. Thus given in the article are some initial analyses of the texts of Bernardo Bernardi and Zvonimir Radi}, the most important writers on the topic, who established the term "shaping" as a social philosophy but also as a methodological conception. In terms of social philosophy Bernardi conceives the term "shaping" as a kind of romantic activism, in other words as an attempt at rational articulation of private space in the general sphere of collectivisation. In terms of methodological conception Radi} elaborates "shaping" as a discipline of controlling the machine, in other words as the integration of the symbolic and utilitarian functionality in the final product. The article should serve as a basis for further research, especially with regard to defining the terminological and methodological shift from "shaping" to "design" in the Croatian cultural context.