INÊS MOURÃO.
ARTIST/DESIGNER, ESCOLA PROFISSIONAL BENTO DE JESUS CARAÇA (2018) NASTY WOMEN PORTUGAL FOUNDER. How does Art Direction/curation engage with the Public (discourse) and what are its Social Responsibilities? The first thing that goes through my mind when I think of Art Direction are the ‘masses’. I think of Art Direction, applied to the visual communication methods developed for the general public. I believe, that since day one, Art Directors have been challenged in several ways - visual language, freedom of speech, continuum of changing visual manifestations . Even though the approach to the masses has to be ‘gentle’, it also has to stir (and start!) the conversation. Some do it subtly, while others get emotional! Do the creative industries cater for intersectional narratives? I also see Art Direction it as a means for inclusion: what happens when an Art Director places symbols of African Heritage into a commercial for example? Or when there are references to the LGBTQ+ community? The diversity of commentary/ references is immense and continually evolving and so it becomes the unique challenge of the Art Director as a creative to challenge and engeder public discusoe using more varied frames of reference
36 // AUTONOMY, ACTIVISM & ART DIRECTION.
Can Art Direction be used as a tool for Activism? Art Direction has the unique ability to introduce new thoughts and perspectives to the mainstream, or change the pre-existing ones. It can plant the seed of self-critic, while embedding contemporary concepts into the viewer. Whilst in one way it might just visually instigate the curiosity of the viewer, it can also be the fuel - or catalyst - for new learning opportunities, research strands, sources of information in a number of ways. Whatever the outcome, that’s becomes one of the great things of Art Direction - It makes you question, and THAT, can later translate into activism!
