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Ginger Nolan - Savage Mind to Savage Machine: Racial Science and Twentieth-Century Design

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An examination of how concepts of the savage facilitated technological approaches to modernist design Attempting to derive aesthetic systems from natural structures of human cognition, designers looked toward the savage minda way of thinking they associated with a racialized subaltern. In Savage Mind to Savage Machine, Ginger Nolan uncovers an enduring relationship between the savage and the development of technology and its wide-ranging impact on society, including in the fields of architecture and urbanism, the industrial arts, and digital design. Nolan focuses on the relationship between the applied arts and the structuralist social sciences, proposing that the late-nineteenth-century rise of Freudian psychology, ethnology, and structuralist linguistics offered innovations and new opportunities in studying human cognition. She looks at institutions ranging from the Public Industrial Arts School of Philadelphia and the Weimar Bauhaus to the MIT Media Lab and the Centre Mondial Informatique, revealing a persistent theme of twentieth-century design: to supplant language with more subliminal, aesthetic modes of communication, thereby inculcating a deep intimacy between human habit and new technologies of production, communication, and consumption. This books ultimate critique is of the development of the ergonomics of the spiritthe design of the human cognitive apparatus in relation to new aesthetic technologies. Nolan sees these ergonomics as a means of depoliticizing societies through aesthetic technologies intended to seamlessly integrate humans into the programs of capitalist modernity. Revising key modernist design narratives, Savage Mind to Savage Machine provides a deep historical foundation for understanding our contemporary world.

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Savage Mind to Savage Machine Savage Mind to Savage Machine Racial Science - photo 1

Savage Mind to Savage Machine
Savage Mind to Savage Machine
Racial Science and Twentieth-Century Design

Ginger Nolan

Picture 2

University of Minnesota Press

Minneapolis

London

This book is supported by a grant from the Graham Foundation for Advanced Studies in the Fine Arts.

Publication of this book has been aided by a grant from the Millard Meiss Publication Fund of CAA.

Savage Mind to Savage Machine Racial Science and Twentieth-Century Design - image 3

Picture 4

An earlier version of chapter 1 was previously published as Weltgeist/Wildegeist: The Savage inside World History, Grey Room,no. 64 (Summer 2016): 4063. Portions of chapter 4 were published in a different form in Between Survival and Citizenship: Yona Friedmans Vulgar Media, Perspecta51 (Fall 2018) and in Bricolage, or the Impossibility of Pollution, e-flux(July 26, 2018).

Every effort was made to obtain permission to reproduce material in this book. If any proper acknowledgment has not been included here, we encourage copyright holders to notify the publisher.

Copyright 2021 by the Regents of the University of Minnesota

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

Published by the University of Minnesota Press

111 Third Avenue South, Suite 290

Minneapolis, MN 55401-2520

http://www.upress.umn.edu

ISBN 978-1-4529-6551-2 (ebook)

Library of Congress ebook record available at https://lccn.loc.gov/20200346876

The University of Minnesota is an equal-opportunity educator and employer.

To S YDELL andJ EROME

Contents
Twentieth-Century Design and the Ergonomics of the Spirit
From Primitivism to Structuralism

It has been said that architectures preoccupation with the primitive is so ubiquitous as to make any comprehensive historical analysis of the phenomenon a fruitless endeavor. While certainly it would be mistaken to suggest a unifying explanation for all instances of primitivism throughout the centuries, it is nonetheless possible to offer a theoretical framework to help explain the enduring prevalence of the trope into and through the twentieth century. This book takes its cue from the fact that two significant and recurrent aspects of primitivismits relationship to technological developments and its role in the production of raceremain underemphasized in design theory and historiography. This book shows how a racialized savage served in an abiding modernist project to design objects and technological processes capable of seamlessly integrating human subjects into biopolitical and capitalist programs. Language-based modes of thought could be displaced by more unconscious and affective means of integrating humans into the programs of modernitya process in which a racialized primitive served as an experimental subject and object of evidence. The savages purportedly unconscious and unmediated relationship to labor, society, and nature constituted a model for designed interfacesincluding architecturethat could be smoothly integrated with human brains and human cultures.

To understand this endeavor as racialized entails a particular understanding of race (one applicable to this history, not to all): race was a conceptual category that helped negotiate a distinction between what is often called the posthuman and the human, such that a false boundary could be maintained between, on the one hand, a sovereign predicative humanagent that consciously wielded science and technology and, on the other hand, a nonsovereign subject that was enmeshed inand enthralled bytechnological systems. If this definition of race appears overly abstract and neglectful of histories of racial politics and racial violence, it is the aim of this book to trace some important points of connection between abstract racial formulations and actual histories of racial discrimination and subjugation.

There are several probable reasons why race has been underemphasized in scholarship on art and architectural primitivism. There is, first of all, an issue of chronological framing, with much literature either focusing predominantly on eighteenth- and nineteenth-century instantiations of the primitive hut or else treating the primitive as an essentially ahistorical disciplinary trope dating back to antiquity. In the first case, such literature rightly contextualizes primitivism vis--vis colonialist discourse and practice but generally tends to presume a self-explanatory relationship among the racial, the primitivist, and the colonial, rather than analyzing what specifically was racial about, say, the primitive hut.

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