Design is actioned by desire and intent – the desire to create, the desire to fulfill a need, the desire to please. The desire-intent dyad of design differentiates design from emergent, self-organizing, and swarm intelligence systems. Design text, if it could be temporarily made into a body as Katherine Hayles transforms books and bodies, “is at once a physical object and a space of representation, a body and a message.” (Hayles 2002, p. 155) This body can produce and can feel exhilaration, wherein somatic, proprioceptive, and kinesthetic euphoria is dispersed throughout the words. In claiming that design is actioned by desire, what we’re really saying is that every activity that happens during design, from (what is observed as) rational decision-making to model-making, are all in the service of affect. What we are saying is that we cannot have any full account of the language of design without thinking about how the language of design ‘feels’ – that is, declare its dispositions toward the subject. If aggregation and accumulation effect the transformation of representations into a new, coherent concept, then there must exist a way for the language to exclude one representation in favor of another, or to declare one or more concepts as viable but not others, and to interlock emotion with design thinking. In reifying the representations, the language can resist materialization of a concept as much as it can privilege others. Instead of thinking of design as bounded by rationality, design can be imagined as articulated moments of affect in networks of relations with rationality.
KeywordsSupport Vector Machine Sentiment Analysis Latent Semantic Analysis Design Work Negative Word
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