Digital Technological Revolution in Graphic Design (1990-2020): Evolution, Reinvention or Creative Automation?

Abstract

Introduction: This article reflects on the technological irruption in the area of Graphic Design and visual culture since 1990. Objective: It analyzes the labor transformations and professional competences derived from the use of digital programs and the Internet. At a problematic level, the argumentation seeks to elucidate the technological impact in three possible variables: the evolutionary as a gradual process derived from the traditional Graphic Design; the professional reinvention from the new technological market; and the creative automation as a consequence of the influence of the capitalist system of rapid consumption, as much as the contemporary teaching of Graphic Design. Methods: It combines bibliographic research with recent statistical data from IBISWorld, in reference specifically to the graphic industry. Results: They reveal a quantitative increase in the sector without necessarily implying qualitative growth. Conclusions: It proposes the modification of the cognitive process and artistic abilities as a result of the technological input and training in the postmodern visual communication.