The Artist and Society - the Designer’s Dilemma in Contemporary Nigeria

By: Ashley Stewart  

Design presents as a problem-solving mechanism employed by a plethora of industries for innovation, strategy, and marketing. For effective execution, design requires critical thinking and planning to achieve desired results. In society, consideration is given to disparate sectors when executing design. Designing for a contemporary Nigerian society with strong religious and cultural values is even for multinational brands. As a consequence, the element of shock value, nudity, and creativity are totally eliminated from advertising campaigns. This paper is a comparative analysis of western design practices and the taboo culture of a colonized Nigeria in relation to visual communication design. The goal is to deconstruct the socio-cultural stigmatization of brand campaigns using semiotics and Geert Hofstede’s model (Hofstede. G., 1980).

Cross-culture, Semiotics, Deconstruction
2020 Special Focus - Against the Grain: Arts and the Crisis of Democracy
Paper Presentation in a Themed Session

Ashley Stewart

Lecturer II, Fine Arts and Design, University of Port Harcourt