Archeology of sociovisual counterhegemonic knowledge in contemporary Latin American archigraphy

Abstract

The present research explores the sociovisual counterhegemonic capacity in contemporary archigraphic objects, as an instrument of commercial identification in architecture with archaeological cultural penetration in Latin American countries such as Mexico, Argentina, Colombia and Ecuador. Archigraphy constitutes the capitalist mechanical contradiction of the elements of force accentuated by morphological, colorimetric, typographic means, in the visual ensemble culturally adapted through strategies according to the values ??of each Latin American country. The objective of this study is to analyze the effect of the sense of anti-capitalist struggle with advertising and consumerist identification domination, disputing the power of archigraphically exposed visual impact, which brings graphic ruptures discussed by economic imposition of business corporatism and consumer culturalism. The initial method was oriented towards a flexible design with findings in the qualitative research process through description and interpretation of data with a transdisciplinary approach, from anthropology and communication with graphic design as a reference axis. The units of analysis were constituted with a corpus from primary sources of archigraphy with design and implicit counterhegemonic communication. What resulted critically and reflexively in the categorical and characteristic, contrastive articulation, with interpretation in the frame of reference. Also for a clear understanding of the sociovisual counterhegemonic power contained in archigraphy, such as: roots with traditions, practices, language, symbolisms, colors, and identity. This approach is a trigger for future studies on exposed Latin American archigraphic designs that are the product of inequalities and processes of economic and political polarization, accelerated future and marketing gaps in the global market.