Transgression in Contemporary Visual Communication

Fabio Pezzi Parode¹, Paula Visoná^2
(1. Universidade do Vale do Rio dos Sinos, Brazil; 2. Pontifícia Universidade do Rio Grande do Sul, Brazil)

Abstract: Relying on aesthetics, communication and art, this article seeks to make a theoretical and critical analysis of media industry’s commands of transgression as a device of innovation think about new meanings and increase visual communication in the pop market culture. It is used in this article a theoretical framework whose epistemological basis was constructed from studies of social representations and technologies of domination, whose main theories are from Espinoza, Adorno, Marin, Klossowsky and Foucault. The movements of counter culture, especially in art and fashion, such as Dadaism and the punk movement have served as a source for a critical analysis of the operating approach of culture, imagination and industry. This approach operation is defined today as a repetitious layout of a marketing matrix within a transgressive culture particularly identified with the logic of the entertainment. Thus transgression entertainment became a constant in the media that conveys aesthetic in contemporaneity. It is possible to identify this phenomenon within the fashion system, arts and design, all ready to innovate in aesthetic standards in order to cope with an industry image that feeds itself from a planned transgression. Dramatic releases such as the singer Lady Gaga illustrate this thesis.

Key words: visual communication, design, fashion, transgression