Professional Documents
Culture Documents
CurriculumChange forthe21st
Century: VisualCulture
tn Art Education
KerryFreedman
NorthernlllinoisUniversity
Patricia
Stuhr
The OhioStateUniversitv
C U R R I C U L UAM
N DV I S U AC
L ULTURE
815
816 FREEDMANANDsTUHR
B R O A D E N I N GT H E D O M A I N O F A R T E D U C A T I O N
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36. CURRICULLTMCHANGEFORTHE2lSTCENTURY
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the visual arts are interpretedand understood.Art now crossesmany old bordersof culture
and form. For example,advertising photography,body fluids, and Star Wars paraphernaliaare
all exhibitedin art museums.As a result,knowledgeof what hastraditionallybeenconsidered
f,ne art objects and "good" tastecan no longer be seenas the only visual cultural capital to
serveelementary,secondary,or higher educationstudents.Fine art is still of great value in
educationand an imporlant part of historical and contemporaryvisual culture; however,the
broader,creative,and critical explorationof visual culture, and its local, state,national,and
globalmeaningsis a more appropriatefocus if we want studentsto understandthe importance
of visual culture.
In this sectionof the chapter,we discussfour conditionsof the contemporaryworld that
contextualizeart educationand lead to changesin the productionand study of visual culture
by students.First, imporlant characteristicsof personaland communalidentitiesarediscussed
in terms of representations constructedin and through the range of visual culture. Second,
increasingdaily interactionswith newermedia,particularlyvisual technologies,are addressed
as a major part of contemporaryhuman experience.Third, the permeablequality of disci-
plinary boundariesand the significanceof interdisciplinaryknowledgeto the complexity of
visualculturearediscussed.Fourth,the importanceof critical processes of interpretationin un-
derstandingthe complexity of visual culture is presented.Although, we havedelineatedthese
conditionsinto sectionsfor this chapter,the contentsofthesesectionsactuallyblur andinteract.
SociallssuesandCulturalldentities
At one time, sociologiststhoughtpopular forms of visual culture merely reflectedsocial life.
Contemporaryimages and artifacts.however,are a major part of social life. Visual culture
teachespeople (evenwhen we are not consciousof being educated)and, in the process,we
recreateourselvesthrough our encounterswith it. As we learn, we change,constructingand
reconstructingourselves.Global culture functions through visual culture (television,radio,
newspapers, telephones,faxes,World Wide Web, etc.)to producehegemonic,virnral realities,
including our socialconsciousness and identities.
The influenceof visual cultureon identity occurson personalandcommunallevels.Various
aspectsof personalidentity are made up of many cultural bits. Culture is a collage of many
cultural identitiesthat are selectedand translatedon a continuingbasis (Clifford, 1988).Far
from being a unifiedwhole, any particularidentity is a combinationof others,with its resulting
contradictionsand incongruities.These identitiesinclude age, gender,and/or sexuality,so-
cioeconomicclass,exceptionality(giftedness,differently ab1ed,health),geographiclocation,
language,ethnicity,race,religion, and political status.
All we can everunderstandof a cultural group is basedon individual, temporalexperience
aslived or expressed. Fragmentedknowledgeof identity is all that can exist,making it difficult
to understandevenour own culturesand socialgroups.However,the more that is learnedabout
visual culture, ihe better we can grasp the conceptof identity; and the more that is leamed
aboutthe variousmembersof a particulargroup,the morerichly we can understandtheir visual
culture (Stuhr, 1999).A recognitionof our own socioculturalidentitiesand biasesmakesit
easierto understandthe multifacetedidentitiesof others.It alsohelpsus to understandwhy and
how studentsrespondto visual cultureas they do (Ballengee-Morris& Stuhr,2001; Freedman
& Wood. 1999).
Communal identity is constructedby socialgroupsat the international,national,regional,
stateor province,county, and local community levels where institutions,laws, and policies
interact and change.These communal levels are continually being cot,itructed and recon-
structedin accordancewith sociopoliticalpositions.Con.munalidentity is an importantcon-
ceptual site where cultural beliefs and values are formed, sanctioned,and/or penalized as it
mediatesthe uncertaintyand conflict of daily life and change.
818 FREEDMANANDSTUHR
VisualTechnologies
A cntical issue of visual culture is the place of visual forms producedthrough the use of
computerand other advancedtechnologies.Computertechnologyis not only a medium but
also a meansthat hasenabledpeopleto seethingspreviouslyunimaginedand to crossborders
of form from the flne arts to the massmedia to scientific visualization.Visual technologies
allow peopleto create.copy,project,manipulate,erase,and duplicateimageswith an easeand
speedthat challengesdistinctionsof talent,technique,and the conceptuallocationof form. It
could be arguedthat many of the issuesthat are seenas critical to postmodernvisual culture
haveexistedhistoricallyin otherforms; however,the global technologicalpresenceof images
and objects,the easeand speedwith which they can be producedand reproduced,and the
power of their pervasiveness demandseriousattentionin education'
Contemporary visual technologies havepromotedthe collapseof boundariesbetweened-
ucationand entertainment. Advertisements, Web sites,and eventhe news,combineeducation
and entertainment to promote the sale if products and/or ideas. Consumers are approached
as audiencesthroughthe instantaneous transmission of soundand imagery to even the most
remote areas.Goods and ideasare pitched under the guise of enjoyableand addicting enter-
tainment.This edu-tainmenthasfictional qualitiesthat havebecomean importantpart of daily
reality and the sensualqualitiesof the imagery are as seductiveas they are didactic. It is the
wide distributionof this interactionof seduction, information, and representationthat makes
newervisual technologiesso powerful.
Although experienceswith visual technologieswere once consideredan escapeinto a
fictional, virtual world, studentsusing technology today are understoodas engaging with
complex, global communitiesat multiple cognitive levels. We now experiencetechnology
as reality and appropriatevisual culture as life experience,turning it into attitudes,actions,
and evenconsclousness (Rushkoff,1994).While we arebeing shapedby technologicalvisual
culture,we shapeit throughour fashion,toy, music, and other preferences.Corporationsand
advertisingagenciesvideotapestudentsin teen culture focus groups,who act as informants
on the next "hot" or "cool" thing, which are then developedinto products.The productsare
subsequentlyadvertisedand sold inside, as well as outside,of school to their peersthough
global visual technologies.The processillustratesone of the parts visual technologiesplays
in the fusion of educationand entertainmentas well as in the collapseof boundariesbetween
studentculture and corporateinterests.
Visual culture forms are merging. Rarely do contemporaryartists specializein painting
on canvasor sculptingin marblel paintersdo performanceart; actorsdo rock videos; video
artistsrecyclefilm clips; filmmakersuse computergraphics,which are adaptedfor toys and
T-shirt advertising;and advertisersappropriatepaintings. Today's visual arts have moved
beyond painting and sculptureto include computer graphics,fashion design, architecture'
environmentaldesign,television,comics and cartoons,magazineadvertisements, and so on'
FORTHE21STCENTTIRY 819
CHANGE
36. CURzuCULLM
It is becoming more difficuit to distinguish the fine arts from other aspectsof visual cul-
ture becausethe qualitativedifferencesamong theseforms havebecomeless discrete.Visual
culture is a mode of experiencethat connectspeople through many and varied mediators.
The variety and complexity of the experienceare dependenton the possibility of a range
of quaLitl,relatedto form, none of which shouid be inherentlyexcludedfrom the investiga-
tion, analysis,and critique enabledby aft education.Even conceptsand objects previously
consideredfairly stable are in flux. Truth has sh,rftedfrom an epistemologicalto an on-
tological issue:That is, it becomesiess about what we know than who we are. Time has
lost its neat linearity, spaceappearsto expandand contract,and boundariesof various sorts
havebecomeblurred.Perhapsmost important,postmodernvisual culture makesimperativea
connectedness that underminesknowledge as traditionally taught in school. It involves in-
teractions among people,cuitures,forms of representation,and professionaldisciplines.As
suggested earlier, this condition has been particularly promoted through the use of visual
technologies.
In light of thesecontemporaryconditions,it seemslessimportantthan it oncewas to focus
determinationsof either worthinessof studyor quality of objectin educationon distinctionsof
tasteor between"high" and "low" arts.Such distinctionsmay be important to understanding
someaspectsof artisticpractice,suchas privatecollecting,museumexhibition,and the useof
fine art in advertising.Thesedistinctionsofvisual form havelong beenbasedon socioeconomic
differences and are therefore contral)' to the democraticpurposesof schooling' Although such
distinctions might be understandableas boundariesof professionaltraining in a period of
increasingspecialization,we now live in a time that includesimportantchallengesto extreme
specialization.Suchchallengesaremadeby evenhighly specializedprofessionalswho realize
that solving the most seriousand importantproblemsof the world demandinterdisciplinary
and cross-disciplinaryknowledge.
The realm of the visual arts inherently overlapswith other disciplinary domains.Artists
and other culturalproducersdraw on all typesofknowledge and cognitiveprocessesto create.
Recentresearchon cognition, and evenpredictionsby iabor leaders,suggeststhat learningin
the future will havemore to do with developinga rangeof knowledgethat involvesdisciplinary'
interdisciplinary,and interpersonalrelationshipsthan with the boundariesof professionaldis-
ciplines (Solso, 1997).Connectingcontenttypically consideredPart cfother school subjects
irrthe curriculum helps sfudentsto understandthe importanceand power of the visual culture
and their placein the world.
820 FREEDMANAND STUHR
Complexity
of Un,:lerstanding
Processes
As a pafi of the processof conceptformation in education,the arts have often been dichoto-
mously categorized,inhibiting understandingand reducing the complexity of visual culture.
The processof learning new conceptsdoes involve dichotomousdistinctions.For example,
childrenwith petsmay begin to learn that a cow is a cow by learningthat is not a dog or a cat;
they learnto discernone styleof paintingby learningits differencesfrom otherstyles(Gardner,
1972).However,if attemptsto understandvisual culture are successful,the dichotomiesof
early conceptformation are overcome,the complexity of conceptsbecomesincreasinglyap-
parent,categoriesblur, and hard and fast distinctionsbecomeless discrete.At this level of
understanding, oppositionsbecomedualisms("two sidesof the samecoin"), multiple perspec-
tives are valued,and oversimplifications(such as stereotypes)are replacedby more complex
representations.
Contemporaryvisual culture is too complex to be representedin a dichotomousfashion.
The complexitiesare illustratedby practicessuchas imagerecycling,the difficultiesof defin-
ing creativity as originality, and the effectsof maintainingconceptualoppositions(including
distinctionssuchasfine vs. populararls and malevs. femalecapabilities).As discussedearlier,
it is not easy to view culturesor their creationsas totally separatebecausethey interacton
many levels and through many media. Fine artists borrow imagery from popular culture, men
borrow from women, and artistsin one country borrow from thosein other countries.These
intersectionsare revealedand supportedin and throughvisual cultural forms.
An increasingbody of contemporarytheory and artistic practicerepresentsthe seductive
infusionof meaningin aestheticsasthe power of visual culture(e.g.,Ewen, 1988;Shusterman,
1989). The integral relationshipbetween deep meaning and surfacequalities is one of the
reasonsthat visual culture is so complex. It is not the surfacequalities of form that make
art worth teachingin academicinstitutions;rather,it is the profound and complex qualities,
basedon their social and cultural contextsand meanings,that are attachedto forms. In part'
postmodernvisual culture producersof various types reflect and enable this refocusingof
aesthetictheory.They often rejectformalistic usesof the elementsand principlesof designin
favor of symbolic usesthat suggestmultiple and extendedsocial meanings.
Making meaningfrom complexvisual culturalforms occursthrough at leastthreeoverlap-
ping methods:(a) cornmunication,(b) suggestiort,and (c) appropriation (Freedman,2003)'
Communicationinvolves a fairly direct line of thought betweenthe maker and the viewer'
The makerhas a messagethat sheor he intendsfor viewersto understand,and the messageis
conveyedin as directa manneraspossibleto an intendedandunderstoodaudience.Suggestion
involvesa processby which associationis stirnulatedin viewersby a maker (whetherintended
or not), resulting in the extensionof meaning beyond the work. Appropriation involves the
creativeinterpretationby a viewer who encountersa visual culture form in which the maker
has intentionallydiffusedmeaning.In a sense,viewerscornpleteany work of art by drawing
on their prior knowledgeand experiencesas they constructmeaning.However,contemporary
visualcultureis often complexbecausepostmodemartistsdeliberatelyconfoundthe construc-
tion of meaning.These conditionsillustrate the importanceof teaching visual culture as a
processof creativeand critical inquiry.
Modernist
Reconceptualizing Aesthetic
Policy:
Art Education
Training
to Industrial
Responds
An uns.tated aestheticpolicy hasdevelopedthroughthe educationalapplicationof an aesthetic
canonthat underliesall of what we do. As policy, the canonhascalcifiedand reproduceditself,
throughcentury-longpracticesof schooling.Like any educationalpolicy, this aestheticpolicy
implies a socialcontractthat is revealedthroughthe modernist,industrialcuniculum and stan-
dardizedteststakenby studentsand teachers.It is a historicalartifactthat was importantin its
time for the developmentof the visual artsin the United Statesand,in public schoolart educa-
tion, hasbeenbasedon industrialdesignat leastsinceWalterSmith'swork in the 1870s.Times
havechanged,however,andthe contractis being renegotiated. The new perspectiveofart edu-
cation respondsto contemporarychangein what studentsneedto know in and through the arts.
The industrialtraining model of educationcarrieswith it regimented,mechanistictraining
and the reproduction of traditional forms of knowledge through group conformity. As a result,
studentsworking within this model often make arl that looks very much alike. Theseassembly-
line-lookingproducts,suchascolor wheels,areproducedby rote andrepeatedin multiple grade
levels.The emphasison this model hasenabledthe developmentof the schoolart style(Efland,
1916, 1983) and has cramped teacher and student freedom in the exploration of conceptual
complexity in both making and viewing. Of course,sometechnicalexercisesare importantto
art education,but to emphasizethis model of instructionconfoundsthe importanceof art.
Like other school subjects,art educationadoptedindustrialtraining as its basic approach
in the late 19th century.Today,the businesscommunity has changedfrom a focus on modem,
industrial production techniquesto postmodernmarket information and services,in which
home loansand vacationscan be bought on the Web, children learn aboutouter ri)acethrough
role-play computergames,and peopleaccessmapsthroughsatelliteconnectionsin their cars.
As discussedearlier, the history of art educationis replete with examplesof the inclusion
822 F'REEDMANAND STUHR
as Process:
Curriculum Atomistic
Challenging Content
andAssessment
Recently,generalcurriculum theoristshavebeenstrugglingwith the project of reconceptual-
izing curiculum from postmodernperspectives(Giroux, 1992;Pinar, 1988;Pinar,Reynolds,
Slattery,& Taubman,1996).This projectis a responseto the many socialandcultural changes
that are now influencing students'lives. The project of developingappropriateeducational
responsesto suchchangeis increasinglyimportantas societiesand culturesleavethe secure
thinking of modernisticforms of education,where knowledgeand inquiry methodsare rep-
resentedas stableand curriculum is intendedto be reproductive.For example,postmodem
curiculum theoristspoint out that curriculum is not a neutralenterprise;it is a matter of se-
lection. As a result, curriculum containsand reflectsthe interestsof individuals and social
36. CURRICULUX4CHANGEFORTTIE2lSTCENTURY
823
data collection elr- continually being invented and developed.The arts figure prominently in
thesenew methodologicalconfigurations(Barone& Eisner, 1997; Gaines & Renow, 1999:
Prosser,1998;Rose,2001).
ArtisticProduction:
MakingMeaning
ThroughCreative
andCriticalInquiry
In the past,the focus on formal and technicalattributesof production haslimited our conception
of curriculumandhasbeenconstrainedby at leastfour interconnecting,historicalfoundations.
First, there has been a focus on realistic representationas a major criterion for quality in
student art. Teachersoften cite parent and administrative pressure for this focus. A focus
on realism,without conceptualfoundation,addresses only one form of artisticproductionand
ignoresthe importanceof abstractand symbolic representationsof ideasthat arevital to human
experience.Creativeand critical probleminvestigationand productionbasedon variousforms
of abstraction,fantasy,science-fiction,and so on can only be promotedthroughopen-ended,
independentinquiry leadingto connectiveforms of representation.
Second,in conflict with the focus on realism,but coexistingwith it is an emphasison ex-
pressionisticcharacteristics and maintainingchildlike qualitiesin studentart.This hasresulted
in productsthat haveformal and technicalqualitiesthat look somewhatlike young children's
art regardlessof the conceptualsophisticationof the student.The painterly quality of child
art is valuedas evidenceofindividual self-expression (in part,basedon fine art stylessuchas
abstractexpressionism)and is a foundationof the aestheticof late modernism.However,these
expressionisticqualitiesare not necessarilyevidenceof individuality becausethey havebeen
socially constructedand havebecomea criterion for group assessment.
Third, as discussedearlier,the industrialtraining model has led to a focus on formal and
technicalqualities,but theseare also easy to teach and assess.Curriculum contentis often
selectedand configuredto be efficiently handled in the instirutionalizedsettingsof class-
rooms. With the emphasison standardizedcurriculum and testing,the relianceon simplistic,
easily observedproducts or results and proceduresis convenient.Although thesepractices
often trivialize art and are generally irrelevant to students' lives, they are consideredefficient
and effectiveby administrativeand governingbodies,and teachershave beenencouragedto
perpetuatethesepractices.
Fourth, art teachersare forced to compete for funds and advocatefor programsthrough art
exhibitions for parents and administratorswho are not well educatedin the arts. As a result,
teachersare often placedin a positionof defendingtheir placein the schoolcommunitybased
on the successof exhibitions,which dependon a studentart aestheticthat demonstratesa
high degreeof formal and technicalskrll, but is not intellectually demanding.Rather than
acknowledgingthat art involvesa rangeof life issues,abilities,and concepts,art teachershave
beenpressuredto think that their worth is basedon students'technicalproductionskills and
knowledge of a few art historical facts.
The new conceptionof curriculumand studentartisticinquiry opensup the possibilityof
moving away from theseproblems.A curriculum basedon visual culture takesinto consid-
eration students'daily, postmodernexperiencesand their future lives. Most studentswill not
be professionalartists,but all studentsneed to becomeresponsiblecitizensof the world. In
a democracy,an aim of educationis to promotethe developmentof responsiblecitizenswho
think cntically, act constructivelyin an informed manner.and collaboratein the conscious
formation of personal and communal identities. ln order for art curriculum to fulfill this aim
in the contemporarycontext,students'studio experiencemust be thought of as part of visual
culture and as a vital way to come to understandthe visual mrlieu in which thev live. Student
36, CURRICULUMCHANGEFORTHE 21STCENTURY 825
studio experienceis essentialto teachingand learning about visual culture becauseit (a) is
a processof creative/criticalinquiry, (b) helps studentsunderstandthe complexitiesof visual
culture,and (c) connectsand empowerspeople.
Creativeproductionand critical reflectionare not separatein art; they are dualisticand mutu-
ally dependent.Creativeproductionis inherentlycritical, and critical reflectionis inherently
creative.When we look at an imageor artifact,we createit in the sensethat we give it meaning.
It is important to conceptualizetheseprocessesas being interconnectedif art educatorsare
going to teachin ways appropriateto understandingvisual culture.
Many differenttypesof studios(i.e.,commercialarts,fine arts,computergraphics,videoand
film production)and studiopracticesexist.Studiopracticesinclude concepfualizing,viewing,
analyzing,judging, designing,constructing,and marketingvisual forms.An importantparr of
studiopracticeis participationin the discoursesof variouscommunities(professional,student,
ethnic, gender,environmental,etc.) to develop contextsthrough which connectionscan be
made betweenproduction and social life. As discussedearlier, a critical aspectof teaching
visual culture is making connectionsand crossing borders. This is accomplishedthrough
conceptuallygroundedprocessesof creative/criticalinquiry that promote synthesis,extend
knowledge,andenrichrelationships.Thesearethepowersof the artsandvital aspectsof studio
production.Conceptuallygroundedproductionprocessescrossover traditionalboundariesof
form, breaking down old borders of media-driven curriculum, and turning curriculum upside-
down, so thatthe developmentofideas aregiven attentionfirst andthe techniquesandprocesses
emergeas the expressionof thoseideas.In this way, techniqueand media are relatedto and
enhancethe making of meaning in creative/critical inquiry. Visual culture is an expressionof
ideasthroughthe use of technicaland formal processes,but theseprocessesare not the main
purposeof artisticproduction.
Creative/criticalinquiry is not only for secondarylevel students;in fact, it should begin
at the elementarylevel. Young studentsare already adopting postmodernvisual culture as
a framework for understandingreality outside of school. For instance,elementarystudents
analyze,role-play,draw, and constructenvironmentsbasedon the Harry Potterbooks, films,
and toys from interdisciplinaryperspectivesof casting,acting, designing,costumestyling,
narration,and mechanization.
MakingVisualCultureCan HelpStudentsGrasp
Complexitiesof Culture
Traditionally, aft hasbeenrepresentedin educationasinherently good. The term arr hascarried
with it assumptionsof quality,value,andenrichment.However,the visualartsarenot inherentl-v
good. The greatpower of the visual artsis their ability to havea varietyof effectson our lives;
but that power can make them manipulative, colonizing, and disenfranchising.The complexity
of this powerneedsto be consideredaspart of educationalexperience.For example,advertising
images are produced by artists and are thought of as good for the companieswhose products
they are intendedto sell, but, they often representstereotypesand cultural biasesthat damage
viewers' self-concepts.Another example is the astronomical amount of money paid to sports
starsandforhistorical fine art, which seemsinconsistentwith the idealsof moral responsibility.
As a resultof suchcomplexities,investigationsof issuesof emporve:-:nent, representation, and
social consciousness are becomingmore importantin art education.
826 FREEDMANAND STUHR
CONCLUSION
ACKNOWLEDGMENT
The authorswish to thank Ron Neperudfor his careful readingand thoughtful commentson
this chaoter.
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