10.6092/issn.2038-3460/17191
A common ground is emerging for social and cultural studies of design. Design history is exploring the socially constructed and networked nature of our material surroundings; at the same time, STS is investigating design as the interface between humans and technology. This common ground is particularly interesting where it intersects with the rapidly growing fields of environmental history and environmental humanities. Today, environmental concerns, especially issues of sustainability, are essential parameters in all design practices. However, this "green revolution" is a glaringly white spot on the design historical map, still awaiting its scholarly historicization. Historical understanding of, and critical reflection on, the rise of sustainability as the primordial trope in design discourse is essential to building a solid knowledge base and to underpin present and future decision-making. This article will argue for the urgency of charting this terrain, and call for design history, design studies, STS and environmental history to join forces in the pioneering efforts at studying histories of sustainable design.
application/pdf
2038-3460
17191
2
en
Kjetil Fallan
https://creativecommons.org/licenses/by-nc-sa/2.5/
Tecnoscienza – Italian Journal of Science & Technology Studies
sustainable design
Our Common Future. Joining Forces for Histories of Sustainable Design
Text.Serial.Journal
https://tecnoscienza.unibo.it/
5
Lectures
2015-01-29
2023-06-13
2015-01-29
2023-07-27
15-32
TS
Kjetil Fallan
2014
10.6092/issn.2038-3460/17191
15
University of Oslo
2038-3460
2
sustainable design
en
32
Our Common Future. Joining Forces for Histories of Sustainable Design
https://tecnoscienza.unibo.it/article/download/17191/16088
5
                                                                               Lecture

Our Common Future.
Joining Forces for Histories of Sustainable Design
!
Kjetil Fallan
University of Oslo
!
    Abstract: A common ground is emerging for social and cultural studies of
    design. Design history is exploring the socially constructed and networked
    nature of our material surroundings; at the same time, STS is investigating
    design as the interface between humans and technology. This common
    ground is particularly interesting where it intersects with the rapidly growing
    fields of environmental history and environmental humanities. Today, envi-
    ronmental concerns, especially issues of sustainability, are essential parame-
    ters in all design practices. However, this ‘green revolution’ is a glaringly
    white spot on the design historical map, still awaiting its scholarly historiciza-
    tion. Historical understanding of, and critical reflection on, the rise of sus-
    tainability as the primordial trope in design discourse is essential to building a
    solid knowledge base and to underpin present and future decision-making.
    This article will argue for the urgency of charting this terrain, and call for de-
    sign history, design studies, STS and environmental history to join forces in
    the pioneering efforts at studying histories of sustainable design.

    Keywords: STS; design studies; history of design; environment; sustainable
    design.

    Corresponding author: Kjetil Fallan Department of Philosophy, Classics,
    History of Arts and Ideas, University of Oslo, Blindernveien 31, Georg
    Morgenstiernes hus, 0313 Oslo, Norway – Email: kjetil.fallan@ifikk.uio.no




1. Introduction

                There are professions more harmful than industrial design, but only a
           very few of them. […] Today, industrial design has put murder on a mass-
            production basis. […] [B]y creating whole new species of permanent gar-
           bage to clutter up the landscape, and by choosing materials and processes
           that pollute the air we breathe, designers have become a dangerous breed.
                                                                 (Papanek, 1971, xi)



!
TECNOSCIENZA
Italian Journal of Science & Technology Studies
5 (2) pp. 15-32 - ISSN 2038-3460
www.tecnoscienza.net                              2014
16                                                             Tecnoscienza - 5 (2)

These lines from the opening of Victor Papanek’s book Design For the
Real World are as provocative today as they were when the book was first
published in 1971. Therefore, they also serve as a reminder that the histo-
ry of sustainable design remains to be written. The provocative power of
Papanek’s audacious assertions can be attributed to how they run counter
to the common conception of the designer as problem-solver; a humanist
engineer improving bottom lines and user experiences alike. But from a
sustainability perspective, this do-good image is turned upside down:
“One of the key and celebrated mantras of design practice is that it is a
‘problem solving activity’, whereas in so many ways the designed has been
problem-creating” (Fry and Kalantidou 2014, 5). And because design his-
tory largely has adopted design’s self-fashioning as an intrinsically be-
nevolent force, this diametrically different perspective has radical implica-
tions for approaches, ideologies and politics of design history as well. His-
tories of sustainable design, therefore, should be quite different from tra-
ditional histories of design.
    Papanek, the Austrian-American vagabond designer and theoretician
worked on what would eventually become Design For the Real World
from 1963, and much of it took shape in Scandinavia, where he was guest
lecturing at design schools in Stockholm, Helsinki, Oslo and Copenha-
gen. Papanek’s persistent and public call for a radical change in design
culture made him a key figure as visions of sustainability gradually rose to
the fore of an ideologically and morally charged design discourse
(Papanek 1983; 1995; Whiteley 1993; Fry 2009). Over the course of the
1960s, the (blind) faith in progress and prosperity – served up by seem-
ingly endless innovation in science and technology – which had fuelled
modern design since the industrial revolution, took some serious blows.
In design discourse, what started as a form of consumer activism soon
evolved into environmentalism (Fallan 2011), and this transitional phase
could serve as a good point of departure from which to explore how vi-
sions of sustainability have been formed and mediated in the history of
design.
    Today, sustainability is an essential parameter in all design practice,
education, research and mediation. However, this ‘green revolution’ is a
glaringly white spot on the design historical map, still awaiting its scholar-
ly historicization. Tony Fry’s depiction of design history’s understanding
of design as “historically decontextualized” and “a particularist concern”
(Fry 2009, 122) is quite exaggerated and unwarranted in light of the
field’s development over the last decades, but he does have a point that it
has hitherto not contributed much by way of connecting design’s pasts to
its role in creating sustainable futures. Design history would do well to
accept his challenge. But the importance of charting the history of sus-
tainability is not just the purview of historians of design. Firstly, it should
concern historians of ideas, technology and the environment as much as it
should design historians. Researching the design history of sustainability
requires new, interdisciplinary collaborations and approaches, as well as
Fallan                                                                     17
new methods of inquiry. Secondly, in the current climate it is hard to im-
agine a field of historical scholarship with greater contemporary rele-
vance: historical understanding of, and critical reflection on, the rise of
sustainability as the primordial trope in design discourse is essential to
building a solid knowledge base and to underpin present and future deci-
sion-making. Scrutinizing past ideologies and policies can provide a
unique vantage point for asking tough questions of current and future
ideologies and policies (Cox 2013). As such, the history of sustainable de-
sign might also be thought of as providing the kind of instrumental legit-
imacy that some design studies scholars keep demanding from design his-
tory (Tonkinwise 2014). But even beyond such blunt instrumentalism,
this field of inquiry may prove to become that common ground – the in-
terest in our common future – which will make design history more rele-
vant to the humanities and social sciences in general (Margolin 2009; Fal-
lan 2013b). Given the immense societal significance of sustainability and
the crucial role played by design in its past, present and future, histories
of sustainable design should resound well both in contemporary dis-
course and cultural history broadly defined. It should be evident, then,
that “making society through science and technology” – sustainable or
unsustainable – is “a matter of design”.


2. A New Design History

     Design history has a relatively brief history as a discipline or inde-
pendent field of inquiry. It has its roots in the radicalization of the social
and human sciences in general and particularly the renewal of art history
in the 1970s. Known as “New Art History”, this by now established tradi-
tion entailed an expansion of art history’s subject matter to include also
expressions of visual culture that were normally excluded from conven-
tional conceptions of art (Harris 2001). In this context, design history
emerged as a field of study in its own right out of a growing dissatisfac-
tion with the theoretical framework and methodological tools offered by
traditional art history. Design history acknowledged the many essential
differences between the mass-produced utilitarian objects and the unique
artwork which have dominated art history’s subject matter. As a conse-
quence, it has become a fundamentally interdisciplinary field, drawing on
e.g. sociology, anthropology, social history, women’s studies, cultural
studies, the history of technology and science and technology studies
(STS). The last couple of decades have been very eventful in this respect,
and international design history has in part ventured quite far afield from
its roots in art history (Fallan 2010).
     Recently, design history has toned down the conventional focus on
persons (designers), objects (artwork), styles, movements, periods, etc.,
and is instead becoming increasingly concerned with other aspects of and
18                                                            Tecnoscienza - 5 (2)

actors in design culture. There is a growing interest in the roles of media-
tors, critics, curators, educators, consumers and users, as well as arenas
like journalism, exhibitions and education. A similar shift in focus has
taken place in the history of technology and STS as well, and also because
the demarcations between ‘green’ technology and ‘green’ design are
blurred at best, there should be much to gain by a joint venture in explor-
ing the history of sustainable design. Building on these historiographical
and methodological developments, such a joint venture will contribute to
a design history capable of analysing what arguably is the most important
shift in design thinking since the industrial revolution. From a design his-
tory perspective, this topic can be examined e.g. by asking how designers,
educators, theorists, critics, promoters, consumers and users have con-
ceptualized visions of sustainability.
    However, researching the design history of sustainability requires not
only an expansion of the field’s subject matter into hitherto unchartered
waters; it also requires a reorientation of approach, from examining pri-
marily the meanings of material culture to exceedingly exploring a far less
stable, tangible and contained domain dominated by ideological dis-
course and moral concerns seamlessly interwoven with oral, textual and
visual culture. This reorientation will also demand a new set of methodo-
logical tools, and this field of inquiry should entail such a methodological
development of design history, e.g. moving the discipline into the era of
the Digital Humanities.


3. First Steps Towards a History of Sustainable Design

    As mentioned, the historical conditions for, and development of, sus-
tainable design is a glaringly white spot on the design historical map. This
is not for lack of interest – quite the contrary: recent scholarship in the
field has pointed out the need to pursue this topic, but has thus far made
only cursory and minuscule attempts. Purporting to offer an overview of
where design history stands today, Grace Lees-Maffei and Rebecca
Houze’s The Design History Reader (2010) includes a section on “Sus-
tainable Futures, 1960-2003”. It is indicative of the dearth of historical re-
search on this topic, though, that five of the seven texts included here are
primary sources in the form of manifestos or social critique such as those
by Vance Packard and Victor Papanek, and the remaining two are ex-
cerpts drawn from larger works with a much broader scope in which the
issue of sustainability is but one of many facets. The same scarcity is evi-
dent in the recently published The Handbook of Design for Sustainability.
This tome promisingly opens with a substantial section on “historical and
theoretical perspectives” (Walker and Girard 2013, 13-99), motivated by
the editors by the claim that “the historical context leading up to our con-
temporary concerns about sustainability is especially important to under-
Fallan                                                                    19
stand and absorb” (Walker and Girard 2013, 13). However, despite this
declaration, the six chapters subsumed under this heading are primarily
concerned with the present and the future. The occasional cursory glance
at the past notwithstanding, these texts are not histories of sustainable de-
sign in any sense that a historian would recognise.
    The historical importance of the seminal figure of Papanek has re-
ceived some attention, but it is still only fragmentary (Clarke 2010; 2013;
Fiender and Geisler 2010). That other major ecologically attuned rene-
gade designer of the twentieth century, Richard Buckminster Fuller, on
the other hand, has been the subject of a massive surge in scholarly atten-
tion lately – and the interest in his remarkably ambitious and comprehen-
sive design philosophy reaches far beyond the field of design history
(Sieden 1989; Pawley 1990; Baldwin 1996; Zung 2001). This lop-
sidedness might perhaps be partially explained by the fact that while
Papanek castigated consumer society and proposed low-tech alternatives
to conventional industrial manufacture, Fuller, in stark contrast, advocat-
ed high-tech solutions that would elevate the standard of living for all and
profiteered from the military-industrial complex (Margolin 1998, 84; An-
ker 2010, 69-72).
    Studies of a broader scope, however, are few. Taking a history lesson
from how, “[w]ith the exception of Papanek, Fuller, and a few other crit-
ics and visionaries, designers have not been able to envision a professional
practice outside of the consumer culture”, Victor Margolin urges design-
ers to rethink their own profession “to earn their living in the culture of
sustainability” (Margolin 1998, 86). Pointing at a few moments in the his-
tory of sustainable design, Martina Keitsch has provided a brief sketch of
its main philosophical concepts (Keitsch 2012). Similarly, Pauline Madge
has outlined the recent history of ecological design, broadly characterized
as a conceptual move from the commercially embraced “green design”
fad of the 1980s via the more ideologically committed ‘ecodesign’ initia-
tives of the 1990s through to its recent incarnation as ‘sustainable design’
as social critique with real potential to encourage comprehensive change
in design practice (Madge 1997).
    In response to Tony Fry’s accusation, mentioned above, that design
history is contributing to, rather than challenging, the unsustainability of
contemporary design culture, Anne Massey and Paul Micklethwaite offer
examples from the history of design and the design history literature that
could be said to form a proto-design history of sustainability. They sug-
gest that the significant interest bestowed upon episodes in the history of
design, such as the Arts and Crafts Movment’s attention to materials and
the environment and the efforts at designing with minimal use of re-
sources which characterized the British wartime Utility Scheme, lends it-
self to a re-reading of design history in terms of sustainability (Massey and
Micklethwaite 2009). From an educational perspective, Robert Crocker
has argued that the reason why design history has seemed incapable of
engaging with sustainability can be traced to an outmoded conception of
20                                                                Tecnoscienza - 5 (2)

what design is, and proposes a new direction for design history informed
by social and environmental history (Crocker 2010).
   In her introduction to a recent special issue of Design and Culture on
“Sustainability’s Prehistories”, Panayiota Pyla (2012) notes that: “now
that sustainability has the added burden of no longer being at the mar-
gins, but at the center of design concerns, the realm of design has the re-
sponsibility to vigilantly consider how this ‘magic word of consensus’
came about”. She goes on to argue that a history of sustainable design is
needed:
       because it can introduce critical angles from which to contemplate
       the ambiguities, limitations, and potentials of sustainability. Not
       only in a one-way direction, whereby history teaches lessons for
       today […]. Rather, by critically interpreting earlier conceptions of
       nature, ecology, environment, and sustainability, history can lead
       to reconceptualizations of not only design tasks and priorities, but
       even the methods for history itself. (Pyla 2012)
This latter is a compelling argument, and one that should be responded
to. Unfortunately, though, Pyla’s own special issue hardly at all discusses
sustainability in the history of design, as both she and her contributing
authors are concerned almost exclusively with the history of architecture.
The same can be said of Peder Anker's otherwise engaging account From
Bauhaus to Eco-house, which seeks to locate the origins of ecological de-
sign in the context of early modernist design theory (Anker 2010). The
two discourses – design and architecture – certainly have commonalities
and points of convergence – but they are by no means interchangeable.
    This tentative treatment, or circumscription, of sustainability in the
history of design demonstrates that the topic is seen as urgent in design
history today. Twenty years ago, Pauline Madge (1993) provided a pio-
neering and very valuable historiographical review that sought to link
work relating to sustainability issues in design activism and environmental
history to design history and thereby provide a basis from which to de-
velop a design history of sustainability. It is high time her call is heeded.


4. Design Culture and Sustainability as Common Ground

    Our culture is a culture of design (Highmore 2009; Fallan 2013a). De-
sign is the interface between us and the world. Everywhere. Always. But
why, as Stuart Kendall asks, is this so poorly reflected in current research
in the humanities, “when design, in all of its myriad forms, is manifestly
both the most significant force shaping our lives today and so widely mis-
understood?” (Kendall 2011, vii) We might currently be experiencing a
window of opportunity for design history, however, as the so-called ‘ma-
terial turn’ is spreading across the humanities and scholars from a broad
range of fields are converging on a growing cluster of ontological and
Fallan                                                                            21
epistemological theories known as “new materialities” (Coole and Frost
2010; Dolphijn and Van der Tuin 2012). What we are witnessing is that:
         an increasing interest in material culture among historians in gen-
         eral is generating research output in which design history gains
         recognition. Not only do books stemming from “outside the con-
         gregation” include design historians among their contributors as
         well as scholars from neighboring fields writing about design […],
         but some non-design historians even explicitly comment on the in-
         fluence and significance of design history for history at large. (Fal-
         lan 2013b, 17)
    Crucially, design culture is not elite culture, but everyday culture (Fal-
lan 2010, viii). As Ben Highmore argues, it is “the ordinary, the ubiqui-
tous and established” – not the spectacular, rare and new – that best illus-
trates the significance of design culture (Highmore 2009, 4). In a current
context, thinking of design culture as mass material culture makes it a
very short step indeed to histories of sustainable design. The quest for a
sustainable future is, arguably, the most significant aspect of recent and
contemporary design culture, and one that is impossible to tackle without
conceiving of our material environments on a massive scale and as every-
day: the implications that the material environment has for the natural
environment (and vice versa, one might argue), are best assessed when
design culture is understood as mass culture, everyday culture.
    But although matter has begun to matter in the humanities, the focus
has chiefly been on the meanings and performances of artefacts and their
interactions with people and roles in society: “Neither the processual ma-
terialization of objects, nor their ecological destiny, seems of much inter-
est to scholars in the humanities and the social sciences” (Bedos-Rezak
2013, 50). Histories of sustainable design, however, will require a broader
sense of, and attention to, materialites below and above, as it were, their
manifestations as artefacts.
    A renewed and expanded notion of materiality does not, however,
imply a marginalization of the role of human actors. Peder Anker’s plea
for a humanist, anthropocentric history of environmental design chimes
well with recent developments in design history and design studies, as
well as in the history of technology and science and technology studies,
towards greater interest in the reciprocal relations between humans and
things: “The primacy of texts and natural sciences in the hierarchy of to-
day’s environmental historiography […] may explain why design has
been largely ignored by historians of environmentalism and environmen-
tal historians alike” (Anker 2010, 127). Furthermore, argues Anker, be-
cause environmental history largely has “focused on issues related to the
protection of wilderness, an idea that by definition stands in contrast to
designed landscapes”, the rich history of efforts at designing ecologically
sound objects, buildings and landscapes has eluded the field (Anker
2010, 7).
22                                                            Tecnoscienza - 5 (2)

    Despite this negligence of the crucial role of design, the broader con-
cept of sustainable development has long been a key topic within envi-
ronmental history. In recent years, spurred by the increasing exchange
between history of technology and environmental history, issues related
to sustainability and technological design have moved to the forefront of
many scholars’ work in environmental history (Jørgensen 2011; Egan
[forthcoming]). Interdisciplinary research into the histories of sustainable
design has the potential to contribute to the critical re-examination of
sustainability within all three disciplines.
    Historical studies of sustainability in design discourse will also require
engaging with scientific knowledge and the history of scientific
knowledge. Here, too, there is much to gain from joining forces, not only
with STS, but also with environmental history. As Sara B. Pritchard ar-
gues, that discipline has generated “fresh understandings of historical
phenomena and causality” by “incorporating knowledge from the ecolog-
ical sciences”. It is important to acknowledge, though, she continues, that
“at the same time, the environment and ecology are historical categories
and objects to be examined and understood. In other words, they are not
simply explanans” (Pritchard 2013, 9). Pritchard then prescribes varieties
of constructivist frameworks drawn from STS as an apt way of uncover-
ing the historical contingencies of environmental knowledge and systems
alike.
    Some historians of science, though, have lamented that STS recently
seems to have taken a “contemporary turn”, leading to a segregation of
historical studies from STS (Daston 2009). Whereas historical studies
were fundamental in establishing the field, much STS has become more
concerned with contemporary phenomena and processes. This “turn” has
been attributed to the strong position of irreductionist program since the
1980s, especially Actor-Network Theory, and the accompanying reliance
on ethnomethodology (Asdal and Moser 2012). This does not mean,
however, that STS is no longer relevant to historical studies – on the con-
trary, STS may indeed prove invigorating and inspire new approaches to
the writing of history. Kristin Asdal, for instance, argues that a new and
more dynamic understanding of the interplay – or interweaving – of text
and context may be “a crucial and potentially fruitful notion” able to
“draw STS and history together”: “Rather than drifting apart, historians
to the archives and STS scholars to actions as they unfold in an ongoing
practice, text is an object of research to which both historians and eth-
nographers (and others) can meet and (often must) relate” (Asdal 2012,
397).
    In light of the above discussion about the “material turn”, I would
add to this that artefacts might also hold the same promise. When the an-
thropologically fuelled version of Material Culture Studies emerged in the
UK in the late 1980s, it became a major source of fascination and inspira-
tion to a design history moving away from its art historical origins. How-
ever, much like historians of science and technology have criticised the
Fallan                                                                      23
contemporary focus of STS, so design historians criticised the contempo-
rary focus of Material Culture Studies (Fallan 2010, 40). But then the re-
lationship between the historian and the sociologist has always been “a
nervous romance” (Myhre 1999).
     Over the last decade or two STS has proved highly influential on de-
sign studies and design history as these fields have been exploring the so-
cially constructed and networked nature of our material surroundings
(MacKenzie and Wajcman 1985; Bijker, Hughes and Pinch 1987; Atkin-
son 2010), as well as the heterogeneous relationships between people and
things (Latour 2005; Fallan 2008). At the same time, STS is increasingly
investigating design as the interface between humans and technology
(Oudshoorn and Pinch 2005; Oldenziel and Zachmann 2008). As a result
of this mutual rapprochement, we now see the dawn of exiting hybrid
forms of scholarship that bodes well for future collaborative efforts
(Shove et al. 2007; Guins 2014).
     In his keynote lecture at the 2008 Design History Society Conference,
tellingly named Networks of Design, Bruno Latour suggested a range of
ways in which studies of design could facilitate the “drawing things to-
gether” that he so persistently advocates: “The more objects are turned
into things – that is, the more matters of facts are turned into matters of
concern – the more they are rendered into objects of design through and
through” (Latour 2009, 2). Studying design, he said, entails studying
“gatherings”, entanglements, collaborative efforts, cumulative changes,
practical skills and ethical concerns – all issues of great relevance to ad-
dressing the ecological crisis.
     The insight gleaned from STS that the production of knowledge – as
well as of doubt and ignorance – is historically contingent and distinctly
social is crucial to studies of sustainability in design history. The climate
debate is a prominent and, in our context, pertinent example of such a
process in which, “[a]t times, scientific rules even yield to other impera-
tives – to the need to reduce complexity and to reach decisions within
reasonable spans of time, for instance” (Uekotter 2013, 40). Studying the
production of deficient knowledge – what is becoming known as “ag-
notology” – writes Frank Uekotter, “may serve as a welcome reminder
that knowledge is more than an issue for academia” (Uekotter 2013, 40).
The history of how sustainable solutions have been envisioned in design
discourse provides precisely such a real-life setting where decision-
making and practical action takes place with more or less conscious refer-
ence to a constantly changing, complex, chaotic and partial knowledge
base.
     That there is a common ground emerging around the issue of sustain-
ability at the intersection of design history, STS and environmental histo-
ry is convincingly illustrated also by the work of Finn Arne Jørgensen on
what he calls “everyday environmentalism”:
         “Environmental historians”, he writes, “in particular those con-
24                                                            Tecnoscienza - 5 (2)

       cerned with consumer culture, are well advised to carefully con-
       sider the complex and changing relationships among designers,
       consumers, technologies, and commodified products on one side,
       and environments, natures, and our ideas and values about nature
       on the other”. (Jørgensen 2013, 73)
To do so, though, environmental historians should, I propose, join forces
with STS scholars and design historians in a common future for a com-
mon past.


5. Possible Ways Forward: Visions of Sustainability

    Although the entire field of sustainable design lies open to and un-
charted by design history, an exhaustive historical survey of this field is a
momentous task. Rather than trying to move forward in all directions, it
can be advisable to identify suitable approaches and sectors for a first set
of inroads. One such approach could be to focus attention on how sus-
tainability has been envisioned and visualised in the history of design
since the 1960s, and how these visions have varied between different
(sub)discourses and arenas and changed over time. A major appeal of this
approach is its feasibility: delimitating the scope to visions of sustainabil-
ity has the advantage of sidestepping the issue of qualitatively assessing
actual consequences of purportedly sustainable design solutions – a task
that is notoriously difficult to tackle in historical inquiry. Analysing de-
sign culture’s past visions for a sustainable future also will provide an ap-
propriate model, and comparative knowledge, for understanding con-
temporary design culture’s visions for a sustainable future. Although by
no means a mainstream approach, examples of this type of historical stud-
ies of past visions of the future can be found, especially in the history of
technology (Corn and Horrigan 1996). It can also be seen as related to
the rich tradition of avant-garde studies in art history (Coles and Rossi
2013). That connection is by no means a far-fetched as it might first ap-
pear – as Paul Denison asks: “Might we suggest […] that sustainable de-
sign is utopia revisited, and that it bears not a little similarity to modern-
ism’s call for restraint and economy of means?” (Denison 2008).
    This general approach can then be refined in various ways. One op-
tion is to device a three-tier structure, examining three different types of
visions of sustainability in the history of design in three different loca-
tions/arenas:

     ! Ideological visions: sustainability in design education and re-
       search;
     ! Pragmatic visions: sustainability in professional design discourse;
     ! Popular visions: sustainable design in mass-media and popular
       culture.
Fallan                                                                    25


Adopting this structure will enable us to follow the notions of sustainabil-
ity as they travel through different layers, or spheres, of design culture
and evolve over time. These visions of sustainability can be mapped and
investigated chiefly through textual and visual sources, ranging from con-
ventional archival artefacts to ubiquitous online material. A key category,
though, would be magazines of various kinds, from professional trade
journals to the popular press. Much of this historical material is now dig-
itized and available through online databases, and therefore lends itself
very well to interpretative methods drawn from the Digital Humanities.
To give an example: using text and image recognition software, we can
map occurrences of the word ‘green’ and the colour green in imagery on
the pages of Time magazine over time, providing a visualization of when
‘green’ became a mainstream trope for sustainable design.
     From a Nordic perspective, our regional context provides an oppor-
tune setting for exploring visions of sustainability the history of design,
partly because the ideas promoted by Papanek and others had a massive
impact on design education and subsequent generations of design practi-
tioners, but also because the Nordic societies proved a fertile soil for po-
litical activism, counter culture and the environmental movement in gen-
eral, and because Nordic political and academic culture has produced
important contributions to the broader international discourse on ecolog-
ical awareness and sustainable development, such as the 1986 Brundtland
commission report Our Common Future, Erik Dammann’s organization
The Future in our Hands (Fremtiden i våre hender) and Arne Næss’s
deep ecology movement. Again, this is simply a suggested place to start;
histories of sustainable design will of course have to wander far wider into
the world – in fact, the topic might actually be an efficient way of catalys-
ing another long overdue development in design history, STS and envi-
ronmental history alike: broadening the fields’ geographies.
     In methodological and historiographical terms, studying visions of
sustainability in the history of design ties in with current developments in
the field of design history internationally. The emerging interest in the
mediation of design in various ways and on different arenas (Lees-Maffei
2009) provides a useful context for the approach outlined here. Herein
lies the potential to push this development in a new direction through the
exploration of digital technology in charting and analysing visions and
mediation in design culture – one benefit of which will be adding a quan-
titative aspect to methodological approaches hitherto fundamentally en-
shrined in the qualitative realm. The capacity to move research beyond
the conventional dichotomy of qualitative and quantitative methods is a
defining feature of the Digital Humanities.
     The Digital Humanities could be thought of as a trading zone and
meeting place for the inter- and transdisciplinary exchanges that histories
of sustainable design entail. As environmental history has been a pioneer
field in appropriating and contributing to the development of Digital
26                                                            Tecnoscienza - 5 (2)

Humanities, this particular collaboration holds great promise in devising
histories of sustainable design capable of reforming design historical
methodology through linking it with the rapidly evolving Digital Humani-
ties. The exploration of digital mapping, visualization technologies, and
topic modelling opens up for investigating new research methods based
on digital technology and their potential application to design history.
The Digital Humanities are becoming a new exciting modality of research
taking advantage of the computer and the internet in archiving and exam-
ining large amount of data, providing and producing various tools that
can be used for accessing and examining digital archives (Gold 2012). It
seems especially promising for studies that deal with the examination of
non-textual material, such as images, time-based media, audio, film and
design (Bentkowska-Kafel et al. 2005; Bailey and Gardiner 2010). Design
is fundamentally networked in character (Fallan 2008; 2012), and this fea-
ture is what makes it so integral to the Digital Humanities – both as a
generative component, but also as subject matter (Burdick et al. 2012).
There should be exciting potential, then, in exploring the possibilities of
Digital Humanities for design history, both for expanding its media of re-
search, for facilitating research exchange and dialog between disciplinary
traditions, and for finding new forms of research dissemination (Berry
2012).
    Whichever way visions of sustainability are investigated in the history
of design, doing so might very well constitute an effort at heeding the
challenge posed by Latour to scholars of design in the context of the cur-
rent ecological crisis: “where are the visualisation tools that allow the con-
tradictory and controversial nature of matters of concern to be represent-
ed?” (Latour 2009, 9).


6. Conclusion

     Perhaps it is worth returning to the problem-solving ethos of design
practice, which got such bad press from Victor Papanek. Re-appraising
this attitude and identity might provide an opportunity to move beyond
the 'doom and gloom' which has characterized much environmental his-
tory. Beyond the many tales of pragmatic, piecemeal problem-solving that
design practice is engaged in, design history abounds with accounts of ho-
listic, utopian visions. Fuller, for instance, in all his difference from
Papanek, believed that: “politics will be obsolete” by the year 2000, if on-
ly designers could be in charge (Fuller cited in Anker 2010, 80). With the
crucial caveat that the ecological “design-science revolution” (Fuller
1981, xix) that Fuller preached implied the undermining of democratic
society (Anker 2010, 81) – participation is an essential parameter of the
sustainable development, without which it could easily slide into “ecofas-
cism” (Madge 1997, 52) – his remarkable efforts at employing design
thinking to solve complex environmental problems can serve as an exam-
Fallan                                                                        27
ple of the kind of positive angle which can be discerned when studying
visions of sustainability in the history of design. In the words of Victor
Margolin:
         Designers have the ability to envision and give form to material
         and immaterial products that can address human problems on a
         broad scale, and contribute to human well-being […] well beyond
         green design or ecodesign which, thus far, have represented de-
         signers’ attempts to introduce ecological principles to the market
         economy. (Margolin 1998, 90)
    This re-appraisal of the problem-solving ethos of design practice must
not, of course, entail a return to the hagiographic, genuflecting praise of
the designer as genius and design as a panacea for everything that is
wrong with the world. A design history geared to examine issues of sus-
tainability needs to consider “design as practice of decision-making as
well as form-making, and of problem-questioning as well as problem-
solving” (Hall 2009, 59). The problem-solving, and problem-questioning,
ethos of design therefore warrants renewed attention if this is directed to
the ways in which it has been applied to envision more sustainable fu-
tures. Exploring visions of sustainability in the history of design, then,
could contribute a more positive, solution-oriented outlook for our com-
mon future of the past.


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