LESSON 1&2

Introduction l Design Investigation & Culture
DESIGN INVESTIGATION & CULTURE` LESSON 01: HISTORY AND IMPACT OF TECHNOLOGY
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Lesson 1 l Design Investigation & Culture
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LESSON 01: HISTORY AND IMPACT OF TECHNOLOGY
PROLOGUE TO TECHNOLOGY
What you just watch is a representation

of how the technological level can
affect the sociological advancement
for intelligent life on Earth and,
eventually elsewhere in the Universe.
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DESIGN INVESTIGATION & CULTURE`

LESSON 01:
TECHNOLOGY LECTURE
learning outcome
Student will understand the technological

development in Western culture as it
relates to the arts and visual
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communication.
HISTORY OF TECHNOLOGY
The point of looking over these periods

of human history is trying to
understand how some specific
technological advances shaped the
way people live.
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SCAVENGING AGE
2.6 million B.C. to 600,000 B.C.
Clan (family) social organization.
Scavenging Revolution
Food gained through scavenging for
meat. Simple stone tools made. Fire
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Discovered. Transportation by foot
and water. Organized Violence
Develops.
HUNTING/GATHERING AGE
600,000 B.C. to 10,000 B.C.
Tribal social organization.
Hunting/Gathering Revolution
Food gained through hunting animals
and gathering plants. Simple tools in
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use. Simple Verbal and pictorial
communication. Unorganized
Warfare Develops.
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600,000 B.C. to 10,000 B.C.
Greatest technological/sociological
achievement was Verbal and pictorial
communication, derived from the
capacity of imagination.
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Imagination has played a key role as a
survival skill to mankind: it allowed
man to predict future states of mind
and nature, and also to have a better
understanding of the past.
600,000 B.C. to 10,000 B.C.
Art – which is fueled by the human

imagination – appeared somewhat in
the end of this period.
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600,000 B.C. to 10,000 B.C.
Let’s watch a BBC documentary…
“Story of Painting” 12/44

HORTICULTURAL AGE
10,000 B.C. to 4000 B.C.
Village social organization.
Horticultural Revolution
Food gained through planting small
crops and domestication of some 13/44
animals. Advanced tools in use. More

advanced pictorial communication:
writing is invented. Transportation is
primarily through animal and water.
Wheel invented. Organized Warfare
Develops
The evolution of type
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Typography is the art of producing and
reproducing written works, whether it is for
newspapers, books, posters or even the
Internet. Throughout history and in almost
every culture, the printed word has been the
medium for conveying information to others
and recording the history of the people.
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The first written language was cuneiform
<<koon-ee-form>>. It consisted of angular
forms pressed into clay with a cut reed.
These people were called the Sumerians

<<soo-mare-ians>> and their written works
represented ideas rather than actual words.
By analyzing the series of characters, the
meaning became apparent.
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The Egyptians copied the Sumerian system
but soon refined and enhanced the
pictograms in order to express more
detailed and complicated meanings.
Despite inventing the papyrus <<pa-pie-

russ>>, the first lightweight writing surface,
the hieroglyphs <<hi-ro-gliffs>> were still
pictograms rather than a true alphabet.
Coincidence?
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Frontalism
Understanding Egyptian Art
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Frontalism
Every example of Egyptian art from any time period strictly adheres to
the same style. There is a code, or a set of rules for producing the
artwork.
The style is called frontalism. In reliefs or paintings, frontailsm means

that the head of the character is always drawn in profile, while the
body is seen from the front. Although the face is to the side, the eye is
drawn in full. The legs are turned to the same side as the head, with
one foot placed in front of the other. 19/44

The head is at right angles to the body. Every figure, in paintings or
sculptures, stands or sits with a formal and rigid posture. The stance
of the body is severe, but the faces are calm and serene, and almost
always tilted slightly towards the sky, as if the figures were basking in
the warm sun.
Circa 1500 BC, the Phoenicians <<pho-
knee-shuns>> developed a rudimentary
(basic) alphabet consisting of
representations of 22 (twenty-two)
consonant sounds. There were no
vowels in the language at this time.
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The Greeks had two alphabets in use soon after the Phoenician style
emerged. They had alternated from writing left-right and right-left. The
Greek style was used and enhanced by the Etruscans <<ee-tru-scans>>
which was then adopted by the Romans.
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The Romans made the basis of today’s (Roman) alphabet. After
inserting and deleting some of the Etruscan characters, the Romans
were left with 23 (twenty-three) letters. J, U, and W were only added
in the Middle Ages. The Romans also laid the foundation for upper
case and lower case letters.
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Circa 300 AD, the uncial <<un-shul>> was developed for use in books.
This style was more rounded (for easier and faster writing) and
incorporated a joining stroke between letters. This allowed letters to be
easily identified and made reading a line of text easier.
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As different cultures, empires and societies developed, their own
writing styles. The Chinese developed paper, writing ink, and a crude
press which allowed carved characters to be reproduced many times.
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Elder Futhark - Germanic
Turkish Runes
Turkish Runes 26/44

The South
Arabian Alphabet
Sabaean or Sabaic alphabet
Tifinagh Abjad - Northwestern Africa
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28/44
AGRARIAN AGE
4000 B.C. to 1700 A.D.
City and Regional social organization.
Agrarian Revolution: food gained through

planting large crops using the plow and
breeding livestock. Small scale manufactured
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goods. Parchment is first used, making writing
common: used for keeping records,
business transactions, religious
documents, etc.; Machines are invented.
Transportation through animal, water, and/or
wind-powered means.
AGRARIAN AGE
4000 B.C. to 1700 A.D.
Gunpowder invented. European Dark

Age (400 to 1500 AD). The printing
press is invented (1460 AD) by
Guttenberg). Mercenary Armies and
Navies established. Organized
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Warfare becomes common. Era of
European Discovery and Colonization
(1500 AD to 1900 AD)
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Johann Gutenberg's
Johann Gutenberg's introduction of movable type in Europe
made books widely available. The earliest books produced by
Gutenberg's press and others of the era (the Incunabula)
became the benchmark by which the design of future books,
even as late as the 20th century
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(born. circa 1398 –1468 Mainz)
The Incunabula
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Book of Kells
The Book of Kells is a very beautiful and very early example of graphic
design in a form that would be acceptable even today. The Book is a
lavishly illustrated hand-written copy of the Christian Bible created by Irish
monks in the ninth century AD
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35/44
INDUSTRIAL AGE
1700 A.D. to 1960 A.D.
National social organization
Industrial Revolution
Mass production using factories
create new occupations. Standing
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Armies and Navies (and later, Air
Forces) are Developed. Electricity is
in use. Simple mechanized vehicles.
INDUSTRIAL AGE
1700 A.D. to 1960 A.D.
In 1773, the first Stock Market is

created in Britain. In 1787, the United
States of America is formed.
In 1826, Photography is invented by Nie 37/44
pce.

Mass produced text and
communication using the telegraph
(1844), and later the telephone, is in
use.
INDUSTRIAL AGE
1700 A.D. to 1960 A.D.
“The PRECURSORS of Photography”
Movie 38/44

INDUSTRIAL AGE
1700 A.D. to 1960 A.D.
Nuclear weapons are developed in

1945 thereby beginning the Cold
War between the East (Soviet Union
and allies) and West (United States
and allies). 39/44

In 1946 the Electronic Computer
(ENIAC) is invented. In 1957 A.D. first
satellite (Sputnik 1) is launched into
Earth Orbit.
4
5
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5
7
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INFORMATION AGE
1960 A.D. to 2007 A.D...
Present Age
International social organization
Information Revolution
Service-oriented and computer-based
occupations. In 1969 AD Earth first
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landed on its moon, Luna. Petroleum
for fuel is in use. Nuclear Fission
power plants are in use.
45/44
INFORMATION AGE
1960 A.D. to 2007 A.D...
Present Age
Mass production becomes more efficient,
giving rise to advances in alloys and
plastics: "High-tech" industries.
Computers become common. Primitive

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space travel via chemical rocket
technology (liquid hydrogen and
oxygen fuel).

LESSON 1&amp;2

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Introduction l Design Investigation & Culture

What you just watch is a representation

DESIGN INVESTIGATION & CULTURE`

Student will understand the technological

DESIGN INVESTIGATION & CULTURE`

The point of looking over these periods

DESIGN INVESTIGATION & CULTURE`

Clan (family) social organization.

DESIGN INVESTIGATION & CULTURE`

Tribal social organization.

DESIGN INVESTIGATION & CULTURE`

DESIGN INVESTIGATION & CULTURE`

Art – which is fueled by the human

DESIGN INVESTIGATION & CULTURE`

Let’s watch a BBC documentary…

“Story of Painting” 12/44

DESIGN INVESTIGATION & CULTURE`

Village social organization.

animals. Advanced tools in use. More

DESIGN INVESTIGATION & CULTURE`

DESIGN INVESTIGATION & CULTURE`

These people were called the Sumerians

DESIGN INVESTIGATION & CULTURE`

Despite inventing the papyrus <<pa-pie-

The style is called frontalism. In reliefs or paintings, frontailsm means

DESIGN INVESTIGATION & CULTURE`

DESIGN INVESTIGATION & CULTURE`

DESIGN INVESTIGATION & CULTURE`

DESIGN INVESTIGATION & CULTURE`

DESIGN INVESTIGATION & CULTURE`

DESIGN INVESTIGATION & CULTURE`

DESIGN INVESTIGATION & CULTURE`

Tifinagh Abjad - Northwestern Africa

City and Regional social organization.

Agrarian Revolution: food gained through

DESIGN INVESTIGATION & CULTURE`

Gunpowder invented. European Dark

DESIGN INVESTIGATION & CULTURE`

DESIGN INVESTIGATION & CULTURE`

DESIGN INVESTIGATION & CULTURE`

National social organization

DESIGN INVESTIGATION & CULTURE`

In 1773, the first Stock Market is

In 1826, Photography is invented by Nie 37/44

DESIGN INVESTIGATION & CULTURE`

“The PRECURSORS of Photography”

DESIGN INVESTIGATION & CULTURE`

Nuclear weapons are developed in

DESIGN INVESTIGATION & CULTURE`

DESIGN INVESTIGATION & CULTURE`

Computers become common. Primitive

DESIGN INVESTIGATION & CULTURE`

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