Myths by design : (de)constructions within commercial sports culture. Towards an (in)dependent culture of knowledge

Gensch, J. (2026) Myths by design : (de)constructions within commercial sports culture. Towards an (in)dependent culture of knowledge. PhD thesis, University of Reading. doi: 10.48683/1926.00129915

Abstract/Summary

Commercial visual culture with its design of highly effective myths, is a key influencer of culture today. Although – as these modes of visibility have been designed – questions of design are at stake here, the apparent attempt to explore these phenomena from a design perspective has so far failed to materialise. Assuming the hereby produced visuals as the interface at which not only their inherent myths can be de-mystified, but rather the entry point is given to explore which hegemonic structures have led to the visible itself, this research is intended to examine and showcase design's potential for doing such. The argument commences by situating design within the domain of knowledge, contributing to the further establishment of the discipline as practical knowledge culture and illuminating a blind spot with a proposal for discipline inclusive research. Consequently, the examination of Barthes' concept of myth from a design perspective not only substantiates design as an autonomous knowledge culture but also underscores the pivotal role of commercial design in perpetuating contemporary myths, along with its potential for demystification. To underline the importance of the question at stake, the investigation then delves into the implications of the visual myth as a political resource, and subsequently directs its focus towards the domain of sports subculture, employing own knowledge from one's own practice as commercial creative director as resource. As a result, a framework is presented, enabling designers for conscious myth production within the domain of commercial sports design. The research contributes to further establishing design as an independent culture of knowledge and to expanding its potential in application, enabling designers to understand commercial myths that influence how we see the world – and each other – today.

Item Type	Thesis (PhD)
URI	https://centaur.reading.ac.uk/id/eprint/129915
Identification Number/DOI	10.48683/1926.00129915
Divisions	Arts, Humanities and Social Science > School of Arts and Communication Design > Art > Fine Art
Date on Title Page	August 2025
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