Posthuman communication design in South Africa

Abstract

This article investigates the evolving landscape of visual communication design within a Posthumanist framework, in the context of South African design. It addresses the dearth in research regarding the interconnectedness of Posthumanism and communication design practice, specifically aiming to bridge the gap between human-centric design solutions and the traditional commercial facets of visual communication. This article builds upon a review of existing literature to engage in a dialogue where the shared attributes discernible in both Posthumanism and design practice are explored. Framed by the research question —"What elements contribute to Posthumanism in South African communication design, and how do these elements intersect?"— this study aims to uncover commonalities between Posthumanist principles and elements evident in contemporary visual communication design practice. Furthermore, the concept of Ubuntu is scrutinised, leveraging it as a contextual lens through which to understand the integration of Posthumanism within visual communication in an African context. This study goes beyond the theoretical foundations of Posthumanism by suggesting six practical dimensions that were identified through the analysis of significant keywords appearing in the literature. These dimensions aim to enable practitioners to incorporate Posthumanism into design practice in South Africa, thereby bridging the gap between philosophical concepts and the practical aspects of the field.