GENESIS OF NARRATIVITY IN PRODUCT DESIGN: CONCEPTS, STAGES, ARTIFACTS

Abstract

The article explores the genesis of the narrativity category in 20th-century product design. The relevance of the topic is driven by the crisis of functionalism and the transition to the "experience economy," where the design object is viewed not merely as a utilitarian tool but as a medium that transmits cultural codes, emotions, and identity. Narrative is defined as a strategy for designing interaction scenarios that transform the user into an active participant in an interactive game with space.
The research methodology is based on a comprehensive approach. The historical-genetic method is applied to identify the logic of design transformation from the "grand narratives" of modernism to the local discourses of postmodernism. Comparative analysis allows for the juxtaposition of the visual and semantic characteristics of iconic artifacts (from M. Breuer’s "Wassily" chair to the works of the Memphis Group). The semantic-stylistic method is used to reveal the meaningful content of form and materials as elements of visual storytelling. Through the method of typologization, the levels of emotional perception of design (according to D. Norman) and the functions of narrative in the product environment are systematized.
It is proved that the genesis of narrativity is marked by a shift in concepts: from the monological language of the "technocratic utopia" of modernism to the polyphonic space of postmodernism. It is substantiated that in contemporary design, the "reflective level" (meaning and associations) dominates the behavioral one. Key tools of narrativity are identified: anthropomorphism, the semantics of materials, and the ritualization of interaction. The analysis of artifacts (Le Corbusier’s "LC4," E. Aarnio’s "Ball Chair," A. Mendini’s "Proust" chair) confirms that the postmodern object functions as an "open text" that adapts to the user’s personal experience. It is concluded that narrativity is the primary "added value" of a modern object, ensuring its emotional resonance within the socio-cultural space.