To survive, design must “strive to neutralize these inherent conflicts of interest by developing a mediating concept aimed at consensus [....] to accepting the world image of the established order as the context for its own action.” By reconciling the differences of various ideals and opinions, and establishing a cultural norm, design develops a “practical and conceptual coherence” in mass media, thereby legitimizing itself––legitimized “in the eyes of the social order, which, in turn is confirmed and legitimized by the contributions that design make to symbolic production.”
This paragraph stated in "Design and Relexivity," (1994) I completely agree with. Being a designer is definitely a hard task and you are constantly dealing with the conflict of trying to neutralize things. No matter how a designer tries to reconcile the differences of various ideals and opinions among it's viewers, one cannot whole heartedly control how anyone interpretes anything. Everyone has their own opinions towards different things and they develope those opinions based on past experiences and the environment around them. So as designers continue to strive to neutralize conflicts and reconcile the differences of various ideals ones opinions are continuously evolving.
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