Practical Element - Digital Publication

Over recent weeks I've been ill which has stopped me from experimenting with stock for my publication. I now find myself in a position where I'm not going to have to experiment with the stocks and printers before ordering them, which could result in a poor quality outcome. This has highlighted to me the experimental nature of the project. 

For this reason, publishing it in an e-book format would support the experiment and would be validated by the idea that it's a re-appropriation of the meaning of a publication and goes along with the idea that the shadows of the past need to be eroded away at like the shadow of God. The distribution of my own ideas over the internet also allows my will to power to be expressed in a more active way than just producing a printed publication. 

Unfortunately this would remove the capability of having a spine on the right because of the lack of spine in general, but I could still produce a physical book alongside the e-book as an experimental/conceptual piece, which would minimise the importance of the printed quality, which could potentially be an issue.

Practical Element - Design Decision Proposals

My publication will be a guide on how to use Nietzschean philosophy to transcend morality and ethics in graphic design in direct opposition to Lucienne Roberts' Good. The following proposals for the design of my publication make it suitable for the project:

• The spine will be on the right, which will make it appear that the reader is reading the book backwards, which is important as it suggests they're un-learning something. This relates to Nietzsche's form of Nihilism as he believed that destruction was necessary in order to make way for creation.
• The contents of the book will be ordered in such a way that it makes some sort of sense when read with the spine to the left, as those incapable of transcending tradition are incapable of becoming the Ubermensch. For this reason when read with the spine to the left the book will read more as an explanation of how the research for my essay was undertaken.
• The publication needs to represent how Nietzsche's thoughts aren't based on traditional philosophy, and how they're generally seen as more accessible to the average person than the thoughts of most other philosophers because of this. For this reason I don't want the book to look overpoweringly academic at first glance, and so I intend to keep it quite short, hopefully under 50 pages.
• My essay will be written up in a separate book that sits within the main publication in a similar way to how hip flasks are jokingly placed in Bible's (below), as this then makes the essay fully readable regardless of if the main publication is read with the spine to the left or to the right. By separating it from the rest of the content it's also an expression of my own will to power by highlighting my own academic work.
• The layout of the pages will be based around a grid based on the golden ratio which reflects the acceptance that not everything can be understood by science that is also present in existential thought. For this reason, the book will be B format size (198mm x 129mm) as I've seen this size accommodates a golden ration based grid comfortably in my extended practice.
• The pages will include larger pull-quotes to break up the larger bodies of text, which differentiates it from most other academically-based books, avoiding the layout taking on aspects of the eternal recurrence.
• Aesthetically, the book will look quite old-fashioned to reflect the pastiche of the Ubermensch. This will be done by using serif fonts, bookbinding methods that result in an old fashioned look, and stock with an inconstant colour. All these things also avoid modernist principles which is a statement against the First Things First Manifesto in itself, as it was based on modernist ideology.

The ordering of the content will be as follows (spine to the right) for the publication to make sense when read both ways:

• Introduction
• Contents
• Analysis of 1964 Manifesto
• Analysis of 2000 Manifesto
• Analysis of 2014 Manifesto
• Discussion of Design For Life - Nigel Ball
• Discussion of 10 Footnotes to a Manifesto - Michael Bierut
• Discussion of the Effects of the 2102 Tobacco Advertising and Promotions Act
• Discussion of work by Edenspiekermann
• Discussion of work by Margaret Calvert
• Discussion of Car and Drinks Advertising
• Introduction to the Will to Power
• Introduction to the Ubermensch
• Introduction to the Eternal Recurrence
• Discussion of Quotes from Human All Too Human
• Discussion of Quotes from Beyond Good and Evil
• Discussion of Quotes from The Gay Science
• Discussion of Quotes from Thus Spoke Zarathustra
• A Copy of my Dissertation

Essay First Draft

Refined Practical Work Proposal

Building on the previous proposal, I've decided that my publication will act as a Nietzschean answer to Lucienne Roberts' Good: An Introduction To Ethics In Graphic Design, which instead of educating about morality in graphic design, encourages reader to transcend it.

The publication will be a book, but will avoid the same principles of other books and avoid the modernist principles which are incompatible with the eternal recurrence. A key way of doing this is have the spine on the right, which will mean the reader will appear to be reading the book backwards, giving the impression they're trying to un-learn something. This is important, as Nietzsche's form of nihilism means that destruction is required before creation.

Whereas the methodology of my essay is to look at some of Nietzsche's thoughts and then apply them to the first things first manifesto through practical examples of graphic design, the book will work the opposite way round, using practical examples to try and discredit the manifesto, leaving the reader in a position where Nietzsche's philosophy will find meaning for them. This will then be confirmed by a copy of my dissertation at the end of the book. 

A side-product of this will be that if the book is read with the spine on the left, it will more start with my essay, and then more or less follow the path I took in my research, and so will still have meaning, albeit it not the intended one. This however is itself representative of Nietzsche's theory of the Ubermensch, as those who can't bring themselves to read the book in the correct manner (with the spine to the right) are clearly incapable of transcending tradition and so will be unable to create their own values.

Whilst these are major changes from the previous proposal, the fact that I'll have generated all the content for the publication means it still retains the element of it representing my own will to power through all the content coming directly from my research.

Practical Work Proposal

Overview

The practical element of my CoP investigation will be a smallish publication documenting the notes I took during my research and a final copy of my essay. The idea of it being a publication in itself is representative of Nietzschean principles because it's a celebration of the individual achievement (being my work), despite me not being in the traditional profession of academia that would normally be required to write a publication, which itself is representative of transcending traditional requirements and values. It's also representative of the fact that the vast majority of my research has been read from books.

Content

The publication will include discussions of the various key stages of my research so as to be representative of the whole process, this could potentially include:

• Explanations of the 3 Key Theories exemplified through film.
• Nietzsche's criticisms of Christianity.
• Key Quotes from Key books.
• Nietzsche in relation to Kierkegaard and Schopenhauer
• Discussions of some of the quotes I found interesting on a personal level that weren't particularly applicable to my research.
• Nietzsche in relation to First Things First.
• My essay.

Form

The publication itself will be designed in a fairly extravagant manner, have different processes used on it, and make use of different layouts for example, so as to avoid the modernist principles that represent the bleakness of the eternal recurrence. The whole book could even be built around the golden ratio to highlight the sort of natural way of thought that comes with existentialism.

CoP3 Timeline Proposal

12th October - CoP3 Module Briefing

Where I'm At: Understanding of the module outcomes, how the module is run, and what is expected of me by the end of the module.

Where I'm Going: Continuing research and compiling current research to a point where a proposed structure of the written element is achievable for Tutorial 1 on 22nd/23rd October. Continue mental development of practical ideas. 

13th October - CoP 3 Methodologies Lecture

Where I Should Be At: Hope to be able to identify a methodology that is similar to the process I've been going through so far so as to use said methodology for guidance of what I should be doing next.

Where I Should Be Going: Continue compiling and sorting research into a structured format to propose and essay structure. Continue mental development of practical ideas.

16th October - CoP3 Proposal Presentations

Where I Should Be At: Have a finalised question/thesis that I can easily justify doing and justify the wording of, as well as an exhaustive up-to-date list of research done to this point. Have a basic proposal for practical element.

Where I Should Be Going: Refining essay structure and linking appropriate quotes and/or references to relevant parts of the essay. Working on the practical proposal to gain as much feedback for it as possible

22nd/23rd October - CoP3 Tutorial 1

Where I Should Be At: Have a fairly detailed proposal for structure of the essay and practical proposal. Have an up-to-date printed bibliography with key sources highlighted.

Where I Should Be Going: Use the advice given to refine the essay structure and practical proposal. If essay structure is given the green light, start writing the first chapter.

5th/6th November - CoP3 Tutorial 2

Where I Should Be At: Have very detailed and refined proposals for essay structure and practical proposal with particular emphasis on the changes made following Tutorial 1, to the point where both of these should be given the green light.

Where I Should Be Going: Start writing of first chapter if not already started. Plan logistical elements of the practical submission. Start work on the basic elements of practical element to be able to give a decent overview of the final outcome for Tutorial 3 in order to get feedback on the synthesis between the two. Booking any workshops potentially required for the completion of the practical element.

19th/20th November - CoP3 Tutorial 3

Where I Should Be At: Completed 1st chapter printed with highlighted key points to gain feedback on the quality of the triangulation within the writing. Be well into writing chapter two. Have a decent enough start to the practical element to give a clear indication of how the synthesis will work.

Where I Should Be Going: Looking to have a complete first draft of written element by 1st of December/Tutorial 4

1st December - CoP3 Resolving your Research Project and Academic Conventions Lecture

Where I Should Be At: Be within sight of finishing practical element to so I can match what is said in the lecture to my practical work, and anything that is missing or doesn't match will be made clear. Take a copy of entries in the bibliography I'm unsure of so I can ask any questions at the end to correct them.

Where I Should Be Going: Reading will have concluded by this point, so the bibliography should be approaching it's final state so as to avoid any last minute panic. Practical element should be making clear progress.

1st/3rd/4th December - CoP3 Tutorial 4

Where I Should Be At: Full first draft of the essay written in a way that pays specific attention to feedback on the writing from Tutorials 2 and 3, with key points highlighted to make it easier for the tutor to pick out the triangulation and give feedback on it. PDF or appropriately presented copy of practical element in it's current state to gain feedback on how it's synthesising with the written element.

Where I Should Be Going: Hopefully any changes that need to be made to the written element will only be minor, allowing as much time as possible to be spent on the completion of the practical element. 

7th December - CoP3 Re-Briefing and Practical Crit

Where I Should Be At: Written element almost if not completed, with a practical piece in a state where the final design decisions have all beed made in order to gain feedback on the aesthetics of it.

Where I Should Be Going: Using this advice to refine the designs so all changes are made in time for their appropriately booked workshops or printing slots, if any are to be required.

4th January - CoP3 Submission Briefing

Where I Should Be At: Files for practical work completed and ready for printing or other appropriate processes, if not already printed.

Where I Should Be Going: Collating key/relevant research/quotes from the blog together on design boards if appropriate. Starting the final evaluation.

5th January - CoP3 Tutorial 5

Where I Should Be At: Full and final mock-up of practical element if the final hasn't been printed/assembled yet, along with a full copy of the written element with highlighted areas which show the synthesis clearly and thoroughly. 

Where I Should Be Going: Close to completion of final printed practical element. Blogging anything that has been missed up to that point.

11th January - CoP3 Practical Sign-Up Tutorials

Where I Should Be At: Sign up, take final practical element.

Where I Should Be Going: Blog about any particular criticisms explaining them and how they either are or aren't relevant, and make some last minute changes if possible following any suggested improvements. Final evaluation.

14th January - CoP3 Module Submission

Where I Should Be At: Done

Where I Should Be Going: Taking any appropriate research into Extended Practice and the theoretical/philosophical element into PPP to appropriate it in a professional context.

Dissertation Methodology and Planning

Methodology

I will use a Nietzschean methodology in my research and writing, if such a thing is possible. This will mean looking at the First Things First Manifesto solely from a Nietzschean perspective, allowing me to come to a conclusion that is critical and truly 'Nietzschean'. This seems like an appropriate method to take given that my initial understanding of Nietzsche is that his based around the celebration and achievement of the individual, and so raising points from a different perspective seems counter-productive and unnecessary in this sense. The large amount of primary reading also increases the scope for criticality than just reading secondary texts.

Paradoxically, this means that one of the biggest flaws in this essay will be it’s general lack of discussion of an approach to FTF 2000 other than a Nietzschean one. However, given that the whole premise of this essay is philosophical, it would be different to include more than one perspective in detail within the word count, so exploring this one outlook in depth is just as valid a route, especially given the Nietzsche-specific focus of the question.

Literature Review

Key Texts: Texts that I intend on reading in full or close to in full to give me a solid understanding of Nietzsche's thoughts and the First Things First Manifesto. Reading Nietzsche's books first will allow me to read First Things First from a Nietzschean perspective.

The Gay Science - Friedrich Nietzsche

Beyond Good and Evil - Friedrich Nietzsche

The Antichrist - Friedrich Nietzsche

Thus Spoke Zarathustra - Friedrich Nietzsche

Ecce Homo - Friedrich Nietzsche

Nietzsche as Philosopher - Arthur C. Danto

Friedrich Nietzsche - Lee Spinks

1964 First Things First Manifesto - Ken Garland

2000 First Things First Manifesto - Adbusters

Supporting Texts: Texts that I'll read suitable bits from or in full if they're smaller. These will provide more variation in my citations, increasing the strength of the triangulation by supporting the arguments made from my readings of the key texts.

Human, All Too Human - Friedrich Nietzsche

Fear and Trembling - Soren Kierkegaard

Practice in Christianity - Soren Kierkegaard

On the Suffering of the World - Arthur Schopenhauer

The Wisdom of Life - Arthur Schopenhauer

Moral Man and Immoral Society - Reinhold Niebuhr

10 Footnotes to a Manifesto - Michael Bierut

First Things First Revisited - Rick Poynor

Good: An Introduction to Ethics In Graphic Design - Lucienne Roberts

Research Plan

1. Read the books from Danto and Spinks as an introduction to Nietzsche.
2. Read the Nietzsche books to develop my own critical thoughts.
3. Read the Schopenhauer, Kierkegaard, and Niebuhr books to be able to initially triangulate some of Nietzsche's ideas with others that support him.
4. Analyse the First Things First Manifesto's to try and match up some of the notes I've taken on Nietzsche's thoughts with the Manifesto. 
5. Read the Bierut, Poynor, and Roberts texts to try and triangulate these thoughts.
6. Structure my points in a dissertation plan, highlighting areas where examples of graphic design will be appropriate as an example of a point.
7. Find said examples of graphic design. This will ideally be done through a natural progression of sources I use that start from Bierut, Poynor and Roberts, although I may have to look at design blogs if this doesn't materialise. Design blogs are appropriate sources because they generally display the sort contemporary work that First Things First is either for or against dependent on it's context.
8. Use these examples along with the points brought up in my essay plan to come up with a suitable proposal for a practical project supporting the essay.

Practical Work

At this moment in time I don't know enough about Nietzsche's theories or the main content of my essay to solidly plan or propose a practical element that would be necessarily be appropriate, but my current idea to write up a Nietzschean manifesto to design in direct response to First Things First based on the content of my essay, and produce pieces of design that follow the Nietzschean ones in response to the examples I'll have used in the essay. This is something that is subject to change, and will be addressed more thoroughly as I approach the end of my reading.

CoP 3 Proposal