What's up guys!? Mystery guitar man here! : design estratégico e comunicação na construção do sistema-produto audiovisual na internet

Abstract

This is a design investigation with strong connection with comunication and the General Systems Theory. This articulation intended to investigate, through theoretical perspectives, how the audiovisual elements, software and interface relate in creating a Product-system. As base to this investigation, it was made a case study of the “Mystery Guitar Man” system, a particularly famous project on the web, established on the YouTube platform. The theoretical interventions allowed the construction of a model based in multiple disciplines and capable of setting clear boundaries of the phenomena starting from Strategic Design, and it’s skill to articulate meaning effects and innovation; from McLuhan’s mediated communication, considering the object as message, medium and mediator; the relationships between communication, complexity and the particular aspects of technology used as support; and of complex systems and their dynamic of choices, as pointed by Luhmann. The method also has the influence of the visual style of design, being supported by Benjamin’s constellation theoretical model – cartographic images that collaborate with system’s interpretation – and in spaces of meaning building, the frames as postulated by Kilpp. This methodological array allowed not only to dissect the system, but to rebuild it in a singular model that represents all it’s movements through time. At end, the proposed model and the investigation’s discoveries turn into insights for design as a study field and also for design professionals that intend to actin creating similar systems.