Ideologija i retorika dizajna / Ideology and Rhetoric of Design

Jovana Ćika


There isn’t one or the best definition of design, because design can be defined from various perspectives. Design has long been considered as a closed and individualistic discipline, which is astonishing compared to its interdisciplinary and domains that it covers. The paper does not answer the question about the design, rather it try to position design in the current theoretical practices. By asking a series of questions about areas that integrate the design itself (visual culture, visual grammar, visual communication, visual rhetoric and the rhetoric of images, design and cultural representation, design ideology, the ideology of designers, historical setting and the effects of artistic movements, creative industries, the social dimension, innovations and practices, communication) I will try to prove that design is creative principle of visual culture.


visual culture, design, design culture, ideology, the rhetoric of image, advertising

Full Text:



Dadejik, Ondřej, and Jakub Stejskal ed. The Aesthetic Dimension of Visual Culture. Cambridge: Cambridge Scholars Publishing, 2010.

Foss, Sonja K. “Theory of Visual Rhetoric.”, In Handbook of Visual Communication: Theory, Methods, and Media, edited by Ken Smith, Sandra Moriarty, Gretchen Barbatsis, Keith Kenney. Mahwah, New Jersey: Lawrence Erlbaum, 2005.

Hill, C. A., and M. Helmers ed. Defining Visual Rhetorics. New Jersey: Lawrence Erlbaum Associates, 2004.

Kress, G., and T. van Leeuwen. Reading images: The grammar of visual design. London: Routledge, 2007.

Mirzoeff, Nicholas ed. An Introduction to Visual Culture. London: Routledge, 1998.

Šuvaković, Miško. Diskurzivna analiza. Prestupi i/ili pristupi ‘diskurzivne analize’ filozofiji, poetici, estetici, teoriji i studijama umetnosti i kulture. Beograd: Orion art, 2009.

Šuvaković, Miško. Pojmovnik suvremene umjetnosti. Zagreb: Horetzky, 2005.

Šuvaković, Miško and Aleš Erjavec ed. Figure u pokretu: savremena zapadna estetika, filozofija i teorija umetnosti. Beograd: Atoča, 2009.



  • There are currently no refbacks.

Copyright (c) 2017 AM Journal of Art and Media Studies

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The content on this site is licensed under a Creative Commons Attribution 4.0 International License.

AM Journal of Art and Media Studies ISSN 2217-9666 - printed, ISSN 2406-1654 - online, UDK 7.01:316.774


Publisher: Faculty of Media and Communications, Singidunum University, Belgrade, Serbia

Indexed in: ERIH PLUSEBSCODOAJ, and in The List of Scientific Journals Categorization of Ministry of Education, Science and Technological Development of Republic of Serbia (M51-2019). Beginning with No. 12 2017, AM is indexed, abstracted and covered in Clarivate Analytics service ESCI.