Re: multimedia degree at UTS

Iain Sinclair ((no email))
Mon, 19 Feb 1996 10:43:44 +1100 (EST)

> > There is no such principle in the real world. Market forces don't
> > proscribe quality. Most people are content with mediocrity, which is
> > why television and radio makes money. No room for bright sparks there.
> >
> Then why is the X-Files more watched that Paradise Beach???

Who knows? No university will tell you - try Nielsen's or some other
market research agency.

> To me, the substance of this discussion is that no particular skill or
> experience is required to produce good multimedia. This base has seemed to
> have been boradened to "design skills are irrelevant. Anyone with a computer
> can proguse good design". This argument it total bullshit.
>
> If this argument holds true, companies like John Singleton Advertising and
> MOJO design (two of the most successful advertising agencies in Australia)
> wouldn't exist.

I have a copy of Singleton's prospectus here on my desk, and I can tell
you that "design skills" do not play a major role in their success.
and "who you know" have taken them to the top. This is even alluded to
in their financial statements: "Existing client-agency relationships
offer continued growth opportunities for JSA... senior personnel changes
can lead to unforeseen changes in advertising agency relationships"...

Good design is NOT a requirement for making money in the advertising game.
Who do you think came up with the "Just Squeezed" ads? As for mojo,
the original founders cashed their chips long ago, and is a shadow of
its former self.

> [sarcastically]
> Anyone with a PC and a copy of Microsoft Publisher could
> produce media of the quality of VOGUE or WIRED magazines.

These are put together by designers, NOT computer-heads. In fact,
early issues of WIRED were regarded as a joke by net veterans because
the content was so poor. Now it virtually defines net culture.

> Computers are just a tool. No matter how good design software is, it still
> needs a creative mind to drive it. And as most good actors go to acting
> school, most good programmers hold computing degrees and most good business-
> people have been to buisness school, good creative people need their design
> skills fine-tuned by some sort of disciplined course.

Actually, designers (or anyone else) go to university to get the
fundamentals. Fine-tuning occurs in the real world, or in postgrad
for some exceptional cases.

> You wouldn't expect a Com Sci graduate to be employed as head software
> engineer on a large scale project. Thus you wouldn't expect a design grad to
> be employed as art director of a large scale project either.

Why not? People get hired on the basis of their (presented) abilities,
which may or may not include a degree. I know many CS grads who went
straight to manager/director-level positions - but they were still
working on someone else's project.

> Very cynical IMHO

Traditionally, progsoc founders have posted their reports of the
real world here before they move on. It's a sort of a ritual,
it's kind of amusing, but a bit "beating a dumb animal about
the face". I'm one of the last to do so, and I'm just going
through the motions.

--
 Iain Sinclair