Here’s you a preposterous hypothesis:
The field of design has one foot in corporate paleomodernism and another foot in a rapidly dissolving postmodernism.
The professional-managerial class (including designers who uneasily belong to it) is suffering from a collective philosophical anosognosia.
Tl;dr: Postmodernism rose to prominence, and, once there, by its own self-critiquing ideologic promptly set its own platform on fire. As anyone who’s indulged it knows: reflexive-compulsive self-skepticism is incompatible with action. But not to worry: if “nothing is true and everything is permitted”, why not permit oneself methodological modernism? Why not avail ourselves of the advantages of our less reflective and more convinced opponents, and act as if we believe things we know better than to really believe? There is no cosmic referee to blow any whistles. But there is a political game to win or lose, and we need an even-or-better playing field.
This is my mythical summary of Yascha Mounk’s The Identity Trap.
Postmodernism allows, and maybe demands, principled methodological hypocrisy.
And, just in case I sound as if I disapprove, my own designed philosophy of design suspends itself along (sic, sorry) this same nonexistent “strategic essentialist” platform. (But I say if we’re going to essentialize, let’s go all in. Modernism is such a timid relapse compared to neoplatonism. Skip to the end for more…)
And all would be more or less ok if it weren’t for a tendency for methodological stances, by performative habit, to turn substantive. And by “tendency” I mean iron necessity.
Because let us not forget, the whole purpose of this methodological suspension of disbelief was to harness the power of instinctive naive realism. You can hold onto this kind of ironic practice for a generation, maybe two, but eventually, once the postmodern problem loses its intensity, that ironic tension will go slack and loose and instinct will start grabbing whatever’s most grabbable. Oopsie.
So here we are with a generation who thinks postmodern thoughts with all the naive realism, grand narratives, scientism, technocracy, positivism, objectivism, essentialism, prejudice, fanaticism and incapacity for self-reflection of the most extreme modernists — and most of all about anything taken to be political.
Postmodern ideas have been reduced to sacred dogma of a paleomodernist cargo cult, worshiped as objective truth, magical precisely because they transcend all practical understanding. Postmodern practices are rituals of procedural propriety performed under appropriate conditions, for example to show courtesy to an Other, neutralize a subjective bias or counterbalance a power differential.
The one and only place where postmodern practice has survived and even flourished as a postmodern praxis (however partially, unreliably and uneasily) is human-centered design, or as I like to call it, design. (Design, like postmodernism, has that magical aura of elusive thatful-but-whatless significance — belimah.)
But as I said in my opening aphorism, the field of design has one foot in corporate paleomodernism and another foot in a rapidly dissolving postmodernism.
As postmodernist practice dissolves, evaporates and atrophies — even as its theoretical formulas get mouthed far and wide — design praxis is increasingly cut off and isolated. Designers find fewer and fewer allies outside design — people who learned to think, feel and respond postmodernly but who chose other professions than design.
Postmodern sensibilities that once saturated culture and reinforced postmodern attitudes have been replaced with ideological didacticism. Even the technologies encourage monologics. The message in mass media is modernist, even as the content remains postmodernoidal. The most important medium of all, the matrix behind all media, is corporate managerialism. It can almost go without saying that corporations provide every cultural platform and generate much of the content pumped through these platforms. But the people who use the platforms, consume the content and produce much of it live inside a medium of corporate life as participants who actively sustain it.
Designers must inhabit this environment and participate in it. Designers at best are amphibious, code-switching praxes, to the degree they have a second environment conducive to design.
When this second environment — a fragile ecosystem — is threatened, as it is today, design risks self-forgetting. The amphibian who spends too much time out of its element might find its evolution has made it unfit for its native habitat. The former slippery amphibian is now a cool, dry reptile.
Now I will abruptly shift metaphors, from ecosystems to boxing.
Designerly postmodern praxis has suffered a concussive one-two punch to the head.
Punch one was the hyperpoliticization of everything. Postmodernism learned (correctly!) to see politics in everything, down to the most intimate interpersonal events. But when paleomodernism addresses these postmodern insights with modernist conceptualizations and reactions, the resulting conflicts are addressed as late modernity addressed them. Wherever a political issue arises in the midst of design work, two hats compete for the same head — the cultivated second-natural hat of design and the base instinctual impulses of human nature harnessed by paleomodernism. Which do you suppose prevails?
Punch two was delivered by AI, and the force behind the punch impacted the velocity, the means and the objectives of business practice. Things instantly became faster, more complex, more chaotic, more anxious, less thoughtful — all conditions highly unfavorable to design. At the same time, economic conditions deteriorated, and every organization began focusing on operational effectiveness and efficiency, in order to protect margins. Customer experience stopped being a competitive front. Design work dried up. Modernism is optimal for these kinds of conditions. Suddenly things got really damn objective and quantitative. Modernist management was the right tool for the job. As unpleasant as all this is, however, it is only backstory for my tale of brain trauma. Designers responded to all this with a paleomodernist embrace of modernist managerialism. The old dreams of design became outmoded idealism in a time where hard-nosed realism is needful.
But has anything really been lost?
No. This is evolution of the field. It is not a loss, but maturity. It is progress.
Design has never been sharper or more competent or more able to articulate its value to business.
Some designers feel an unease that something has been lost, but real design leaders with a broader view of design know otherwise.
This is my preposterous hypothesis.
If, perchance, any motherflippers ask where you got it, tell them it came from Steve. Steve!
Earlier I mentioned my own postmodern strategic essentialism, which adopts pragmatism’s instrumentalist understanding of truth. Ideas are true to the degree that they work for their intended practical purposes.
My view is that much postmodernist philosophy, when applied to itself, has done the paleomodernist move.
It tries, with gruesome seriousness, to discover a dogmatic truth about the constructedness of truth, as if such a thing is there to discover.
But what if we simply behave as if it is not there to be discovered — or at least not there to be discovered like lost keys, or a continent or a new species of reptile? Perhaps it must be created? Instaurated? Courted?
What if we approach philosophy as a design problem?
How might we change our relationship to reality in order to live better human lives? How can we render literally everything more intuitive, more valuable, more practicable?
What if Liz Sanders’s framework for good design experiences — useful, usable, desirable — became our standard for good philosophy design?
Supposing truth is a design problem — what then?
