The impact of the quasi-philosophical movement ‘General Semantics’, founded by Alfred Korzybski, on post-war visual communication theory has yet to be fully explicated. While Korzybski’s influence on the British ‘Independent Group’ of the...
moreThe impact of the quasi-philosophical movement ‘General Semantics’, founded by Alfred Korzybski, on post-war visual communication theory has yet to be fully explicated. While Korzybski’s influence on the British ‘Independent Group’ of the 1950s is recognised (c.f. Massey 1995), and more recently contacts between General Semantics and post-war modernism in the United States have been exposed (Vallye 2009), the philosophical and historical connections between General Semantics and László Moholy-Nagy and György Kepes of the New Bauhaus Chicago remain under explored.
Ideological and methodological homologies between the Dessau Bauhaus and the Vienna Circle Logical Positivists have been elucidated by Peter Galison (1990, 1996). A core aspect of what unites Logical Positivism and modernist design theory is a concern that inherited languages (even ‘visual languages’) interfere in some way with understanding; that languages bring with them conceptual schemes and therefore, potentially, conceptual distortions. Thus, some form of purified language is sought; one that will erase national, cultural and historical peculiarity, and bring forth an age of technological reason.
But of course these ideas recur throughout twentieth-century discourse. We find them not only in the cradle of analytical philosophy, but also in the (less reputable) theory of General Semantics. General Semantics was founded by Korzybski in 1933 with a vanity-published tome, Science and Sanity: An introduction to non-Aristotelian systems and General Semantics. Korzybski was not a philosopher in any typical sense (and in fact, he was rejected as a quack by analytical philosophers including Ernest Nagel, W.V.O. Quine and Alfred Tarksi). Like the Logical Positivists, Korzybski was concerned that natural languages engendered illogical habits of thought. However, Korzybski’s aim was not simply to refute misguided notions, but to invent a psychotherapeutic technique. At the expense of a short course from The Institute of General Semantics, one could break the ‘historico-grammatical’ bonds of language and fulfill one’s intellectual potential. General Semantics was presented as a cure-all snake oil, capable of remedying ‘neuroses and psychoses; various learning, reading or speech difficulties […], general maladjustments in professional and / or personal lives […], heart digestive, respiratory, and ‘sex’ disorders, some chronic joint diseases, arthritis, dental caries, migraines, skin diseases, alcoholism’.
A spate of books followed Science and Sanity in the late-30s and early-40s, popularising Korzybski’s ideas. These included Stuart Chase’s bestseller, The Tyranny of Words (1938) and S.I. Hayakawa’s Language in Action (1939). It was Hayakawa (at one-stage Korzybski’s heir apparent), that did the most to consolidate connections between modernist design theory and General Semantics. In 1940 Hayakawa attended summer sessions taught by Moholy-Nagy and the two became close friends. This led to Moholy-Nagy inviting Hayakawa to give seminars on ‘semantics’ to his students.
More than a personal friendship, Hayakawa found homologies to General Semantics in Moholy-Nagy’s and Korzybski’s writings. The theory of visual communication developed in post-war America by Moholy-Nagy in Vision in Motion (1947) and The New Vision (1947) and by Kepes in Language of Vision (1944) (for which Hayakawa provided the introduction), was derived from the theory of modernist painting of the European and Russian avant-gardes. Central to Moholy-Nagy and Kepes’s account was the claim that the inherited mode of perspectival spatial representation was not based on fidelity to reality, but was rather an inherited ‘visual language’. The arbitrariness of this ‘language’ had been proven by developments in physics and non-Euclidean geometry which described the world in more than three dimensions. The task of modernist visual communication was to develop new non-arbitrary modes of spatial representation, which would be scientific and transcultural, and therefore tethered to a vaguely defined metanarrative of emancipation through science. For Hayakawa, this was a direct analogue of the General Semanticists’ claims regarding the necessity of overcoming ‘insane’ linguistic habits.
As Galison has shown, connections with the Logical Positivists were continued at The New Bauhaus in Chicago; however, in the United States both groups shed their left-wing internationalist associations. It is telling that as links between the Positivists and the Bauhaus came undone on American soil, Moholy-Nagy and Kepes were drawn to General Semantics, a commodified form of linguistic philosophy.
References
Dahms, Hans-Jaochim, ‘Neue Sachlichkeit in the Architecture and Philosophy of the 1920s’, in Carnap Brought Home: The view from Jena, ed. by Steve Awodey and Carsten Klein (Chicago: Open Court, 2004), pp, 357–376
Galison, Peter, ‘Aufbau/Bahuas’, Critical Inquiry 16/4, 1990, pp. 709–752
——, ‘Constructing Modernism: the cultural location of Aufbau’, in Origins of Logical Empiricism, ed. by Ronald N. Giere and Alan W. Richardson (Minneapolis: University of Minnesota, 1996), pp. 17–44
Massey, Anne, The Independent Group: Modernism and mass culture in Britain, 1945–59 (Manchester: Manchester University Press, 1995)
Vallye, Anna, ‘The Strategic Universality of trans/formation, 1950–1952’, Grey Room 35, 2009, pp. 28–57