Design and culture in global products: semiotics as the converging point. / Design e Cultura em produtos globais: a SemiÃtica como ponto de convegÃncia.

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

Design is strongly present in all aspects of human beings lives. Its demonstration in objects allows individuals to define themselves as social groups, to communicate with others and experience the world. The relationship between individuals and products, which in this case are using objects, is more complex than being merely material and economic issues. They can then be understood as complex social phenomena, in which the symbolic aspects are equally relevant. Although the design issue for product development in international markets is significantly recognized, it has been neglected by both management and design literatures, which results in the lack of publications on this subject. When approached, the studies presented are either functionalist or shown without the required depth. It is believed to be due to the high level of complexity when seeking accurate or less generic information that supports the cultural aspects configuration of specific contexts in products for the global markets. As a result, it is necessary to better understand the possibilities of relationships between physical and specific cultural symbols in order to improve product development and adjustment for international markets. Therefore, there was a purpose to show, theoretically, the relationships between artifacts configuration and cultural aspects when designing products to global environment. In order to create basis for future studies, the theoretical research was used to develop an associative analysis between design and symbolic cultural aspects from the semiotics perspective. Through associative analysis and logic deduction, it was revealed that, in an anthropological sense, the experience of individuals with artifacts produces complex meanings controversy involving both functional and symbolic objects perspective. The symbolic perspective is essential for the understanding of ontological object aspects that can be neither planned nor reached from the positivist epistemological view, even if superficially. This dissertation then presents a frame-work and suggests a theoretical model for discussion about the understanding of such controversies. Attention is called to the need of deep studies of the issues associated to the symbolic cultural aspects present in the relationship between individuals and artifacts. It is believed that the keys to better differentiate, develop and adapt global products are intrinsically associated with this relation.

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