from the DeepMind of Josh Plough

Bring me back to the Collective DeepMind

28.

We can then propose one and only one prefix to introduce design: Basic. It’s within this adjective that we can restructure. It implies that design has to already do all of these aforementioned things to deserve its title in the first place. We avoid label status with Basic because of its bat squeak of confidence mixed with an association of diffidence. It doesn’t attract the attention of voyeuristic curators and exhibition visitors seeking a spank of transgressive radicality on a visit to the white cube.

So we must ask what the 19th century designer and activist William Morris did when noticing a tendency among his contemporary political actors to attach importance to alluring but vacuous political labels:

“My Radical Friends, which will you keep, the name or the thing?
…shake ourselves clear of mere phrases, especially as many of them will cease to have a meaning when the change comes that we all of us long for.”