Resumo

MARTINEZ, Jessica. THE POSITIVE DISSOLUTION OF DESIGN IN A LIQUID WORLD. Revista Chakiñan [online]. 2018, n.6, pp.67-84. ISSN 2550-6722.

In this article we discuss the presence of rigid models of society versus the new social interactions fostered by liquid modernity in a diffuse market environment, under the uncertainty of changes that complicate the detection of real needs. It is important to analyze the distortion suffered by the term design over time based on this reality, and how this applied efficiently can achieve incorporating the company in the field of innovation. To carry out this research, we have chosen the qualitative method of content analysis of authors who deal with topics such as: liquid modernity, design in society, design management, the integration of design in the company and design and innovation. Several criteria are analyzed to determine the true actions of the design and how it participates in a business environment, in addition, how should be promoted for better acceptance and success in their functions. The analysis highlights the need for a methodological basis, a focus on the social and productive from design as a key factor that gives a way to strategies and policies that promote their insertion in different social and industrial levels.

Palavras-chave : Development; Design; Evolution; Liquid modernity; Enterprise.

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