Assignment 8: Applied semiotics

Design against a myth

Background

In "The New Citroen" RB writes about a "bestiary of speed" referring to the set of signs commonly used in car design to convey speed and power, feeding on and propagating the "myth"(in Barthes use of the word ) that speed is the desirable attribute in cars, and that it should communicated vis signs. We can see this automatic and routine emphasis on speed (despite the fast the speeding is illegal and most not cars will ever be driven on a racetrack) as one of the the myths of car culture.

While signs of speed are still commonly seen, there is also a (even more prevalent myth) of size, power, capacity and dominance. SUVs provide the driver high point of view, looking down on other road users. Most SUVs have features (or at least signs or vestiges) suited to off-road use, even if few are ever taken off road.

A similar tendency towards size shows up across western culture - from the size of soft drink servings - Coke was only available in 192 ml (6.5 oz) bottles ubtle the 1950srather than the 350-600 ml containers of today. The average Canadian house size has roughly doubled from 1970 to today, while the number of people per house has decreased.

The task

Using the concept of manipulating, shifting and applying signs, codes, myths and rhetoric, propose an approach to reduce the trend for larger and larger vehicles. At this point, do not consider or present designs or concepts. Instead, describe briefly what you think drives the problem.Why is it happening? Why has the problem not already been solved, or solved itself? What makes this hard? Take a user-centric approach. What ideology is present? What motivation do you see at work? Think hard about why this myth of size and power is so attractive, and seems so self-evidently correct?

What does "size" (in the context of vehicles, which includes attributes of power and capacity) express? What draws people to vehicles that express signs of size?

Frame the problem

1) Concisely frame the problem - how do you interpret the problem, in a few sentences.

2) Why are you trying to solve it? What is the benefit? One or two sentences.

3)Define an outcome - what is the end state you want? Not how you are going to intervene it, but rather, what does "done" look like. One or two sentences.

4) What is your insight - what discovery, orientation, fact, etc. will you base your intervention on? A few sentences.

Again: focus on meaning - think in terms of semiotics.

This assignment is about understanding and insight. What is the key, the starting point you will use (not in this assignment) to develop actual interventions. You are not designing or developing concepts at this point.

Intent

Show ability to apply concepts we've learned in class to tackle a tough problem. Move from analysis> to insight.

Format

One page only, as a simple text presentation. Include your name, and give your approach or insight a name/title. Clarity and legibility are vital.

Due: 6PM, Tue, Dec 09. Upload the PDF file to Brightspace.

Name the file: YOURLASTNAME_DSGN3100_Assign8.PDF

Be prepared to present your work in class on screen.

Research starting points

These are only examples

Pickup trucks and culture

https://www.thedrive.com/news/26907/you-dont-need-a-full-size-pickup-truck-you-need-a-cowboy-costume

Attitudes on SUV use in Quebec

https://montrealgazette.com/driving-ca/quebec-suv-use-survey-equiterre-light-truck-tax

Pyschology of SUVs

https://www.capitalone.com/cars/learn/finding-the-right-car/the-psychology-of-why-offroad-suvs-are-so-popular/1565

Pickups and safety

https://www.axios.com/2023/01/23/pickup-trucks-f150-size-weight-safety

Social marketing case study

https://sph.umich.edu/pursuit/2023posts/using-social-marketing-to-improve-public-health.html

Who is Buying SUVs and Light Trucks in Montreal?

https://journals.sagepub.com/doi/full/10.1177/03611981231156920