طراحی به‌مثابه فعالیتی فرهنگی-شناختی: طرحِ رویکردی نو به بررسی تفکر طراحی

از دهه 1920 میلادی تاکنون مطالعات طراحی از دیدگاه‌های متفاوتی بررسی شده‌است. ابتدا با توجه به پارادایم علمی مسلط بر آن دهه، طراحی تنها به‌مثابه علم معرفی می‌شد ولی پس از تحولات بسیار، امروزه با رویکردهای بینارشته‌ای جدید، دچار دگرگونی شده‌است. تغییر در رویکردهای مورد استفاده در مطالعات طراحی سبب به وجودآمدن نگاهی متفاوت به عملکردهای مرتبط با طراحی شده‌است. در نتیجه «طراحی به‌مثابه ...» به راهکاری برای تعریف طراحی تبدیل شده‌است. این مقاله با هدف طرحِ رویکردی مناسب برای مطالعه طراحی به‌مثابه فعالیتی فرهنگی- شناختی به این پرسش پاسخ می‌دهد که چه رویکرد و روشی برای مطالعه تفکر طراحی جمعی در یک فرهنگ خاص مناسب خواهد بود؟ در این پژوهش که با رویکرد کیفی انجام شده‌است، با بهره‌گیری از روش توصیفی تحلیل محتوا به بررسی نظریه مدل‌های فرهنگی به‌عنوان یکی از نظریه‌های مطرح در انسان‌شناسی شناختی پرداخته شده و امکان استفاده از این رویکرد نظری برای مطالعه تفکر طراحی در یک فرهنگ خاص، نشان داده شده‌است. در پایان، مدلی مفهومی برای توصیف تفکر طراحی از منظر شناختی- فرهنگی ارائه شده‌است تا راهنمای پژوهشگران برای برقراری ارتباط بین مقوله‌بندی‌ها، استعاره‌ها و طرحواره‌های فرهنگی برای دست‌یابی به مدل‌های فرهنگی تفکر طراحی باشد. مدل‌های فرهنگی این امکان را به پژوهشگر می‌دهد تا از طریق کشف استعاره‌های مفهومی به کارگرفته‌شده توسط طراح و به دنبال آن شناسایی طرحواره‌های مرتبط با آن، ویژگی‌های بومی فرهنگی در تفکر طراحی را به‌مثابه دانشی جمعی نمایان کند.

design as a cultural-cognitive activity: identifying an approach to study of design thinking

design studies began in the 1920s and have been carried out with different approaches. at first, according to the scientific paradigm that dominated the early decades, researchers’ perception of design was design as science , but it gradually changed with the use of newer interdisciplinary approaches. one of the new interdisciplinary approaches that have helped design studies is the approach related to cognitive sciences. since design is a cognitive activity, studies that emphasize the cognitive aspects of design and study the mental functions related to design are called cognitive design. however, most of the studies that have been conducted in the field of cognitive design have studied the performance of people (designers) either individually or in groups as an individual activity. as a result, the use of protocol analysis methods, black box and methods related to neurological studies and physiological functions have only been aimed at studying the individual characteristics of designers’ design thinking. but if we want to study design activities on the scale of a collective culture, what approach and method would be appropriate for the study? since such an approach was not found in studies related to cognitive design, this research, with the aim of introducing a new approach to cognitive design studies, answers the question that what approach and method can be appropriate in studies of design thinking as a cultural-cognitive activity?this research has studied the sources in detail with a qualitative approach to the descriptive method of content analysis. in the review of sources, first, a systematic report of the historical course of design methodology was presented, and then the shortcomings of cognitive design research methodology for studying design thinking at the scale of a culture were examined. after that, cognitive anthropology was analysed with the aim of investigating the possibility of using it for cognitive design studies and finding a new approach to study design thinking at the scale of a culture. because this approach deals with the cognitive study of the culture of the people of a group or community. since in cognitive design, the mental functions of designers are also studied, the cognitive anthropology approach is a suitable platform for searching in the field of choosing an operational theory and a suitable methodological framework in the desired field.cognitive anthropologists believe that culture consists of logical rules that are based on theories in the mind. and basically, cognitive anthropology pays attention to the rules governing behaviour instead of emphasizing on behaviour. it was also said that the purpose of cognitive anthropology is to study and investigate cultural knowledge, that is, the acquired and shared knowledge that are used in the creation of various aspects of the material culture of a society, such as handicrafts, work tools, literature, and poetry, etc. so, the study of designers’ design methods can be one of the appropriate topics for applying the cognitive anthropology approach. one of the important theories of cognitive anthropology is the theory of cultural models, which is obtained by examining the categorization method, conceptual designs and metaphors used by informants. in fact, through the study of cultural knowledge, which includes cultural knowledge and is formed in the process of interaction between the members of a cultural group, formatively, over time and space, it is possible to achieve the cultural models of that group.