Subversivo: La apropiación comercial de las contraculturas y su visibilidad a través de la gráfica.

Abstract

The project entitled “Subversive: The commercial appropriation of countercultures and their visibility through graphic design” addresses countercultural movements such as punk and graffi ti, which emerged as expressions of resistance and criticism of the system, but have been appropriated by capitalism and turned into commercial products stripped of their essence and original message. This process empties them of their critical content and reduces them to mere passing fads within a globalized market. The overall objective is to make the authentic message of countercultures visible through graphic design in order to raise awareness about this commercial appropriation. The proposal is to investigate the processes of commodifi cation, analyze specifi c movements, and develop critical graphic pieces that promote more conscious cultural consumption, using digital and physical media. The methodology follows the double diamond model (discover, defi ne, develop, and implement) to understand and preserve the visual and political identity of these movements through research, co-creation workshops with members of countercultures, and the dissemination of the graphic pieces created. The project is expected to encourage critical social refl ection, recognition of the historical and political value of countercultures, and promote ethical cultural consumption that resists the commodifi cation of dissent and alternative culture.