Orientalist Strategies and Modernist Design: The Design of the 1988 Seoul Olympics

Olympic design needs to express the universal values that the Olympic Movement promotes, and it should be understood easily by a global audience; at the same time, it needs to set the host apart from other nations visually and highlight the uniqueness of its culture. This is a particularly difficult task for non-Western countries, whose national culture and identity can easily fall victim to Orientalism when presented on the world stage. This lecture examines the design style and strategies chosen for the 1988 Summer Olympics and how this design project, which is deemed successful by many, “spectacularly failed” to understand the concepts such as universalism, modernity, modernist design, and Orientalism.

Seungyeon Gabrielle Jung studies politics and aesthetics of modern design with a focus on South Korean and Silicon Valley design. She received her PhD in Modern Culture and Media from Brown University in 2020. Trained in graphic design, Gabrielle also writes on the issues of design and feminism. Her book project, Toward a Utopia Without Revolution: Globalization, Developmentalism, and Design, looks at political and aesthetic problems that modern design projects generated in South Korea, a country that has experienced not only rapid economic development but also immense political progress in less than a century, from the end of the World War II to the beginning of the new millennium. In Fall 2022, she will join the Department of Art History and PhD Program in Visual Studies at the University of California, Irvine as Assistant Professor of Korean Art History.