Printing on the Starship Enterprise: the Future of Graphic Communication Education in the USA
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International Circular of Graphic Education and Research, No. 7, 2014 Printing on the Starship Enterprise: The Future of Graphic Communication Education in the USA Kenneth L. Macro Keywords: graphic communication, education, future As the needs of the many outweigh the needs of the few, the graphic communication industry, and the educa- tional institutions that supply it with an educated workforce, is experiencing a colossal paradigmatic shift. The needs of the industry have changed as graphic communication enterprises chaotically respond to an increasingly lessened demand for traditionally printed media. As a result, printing enterprises expand into multiple auxiliary services that include grand-format printing, web development, app-design, packaging, functional imaging, and 3D printing, to name just a few. The needs of the student also have changed. In a computer-immersed world, the generation of today (Generation Z) place little value in obtaining skills that are manual and/or analog, hence, printing organizations are finding unskilled labor and training them from within in order to keep their mechanical presses in operation. Consequently, the curricula of educational institutions have frantically responded by increas- ing offerings in cross-media technologies that are inclusive of interactive-web design, smart-phone application creation, 3D graphics and animation. Such action is essentially a reaction to meeting the demand of the new gen- eration (Generation Z) for whom every member is fraught with the decision of choosing an educational institu- tion that will provide the largest gamut of successful and growth-oriented career options. Will printing remain at the core of the American educational curriculum? Or will it simply fall to the wayside and be absorbed as medium in transition destined to become a minimalized track or concentration in a program based in computer media? As both the graphic communication industry and educational institutions brace for the change, inevitably, the end result will require everyone to look up into the sky and consider what role will it play on the Starship Enterprise. 1. Educational Enterprises: The Spaceship The year is 2151, and Jonathan Archer, the Captain of Of course, the scenario above is fictitious. The Star- the Starship Enterprise (NX-01) – a starship designed, ship Enterprise NX-01 (or any of the others that have built and funded by The Federation Headquarters been introduced in Gene Roddenberry’s legendary Star located in San Francisco, California – is about to embark Trek series) has yet to be realized. Much of the science on an inaugural launch and mission. He instructs the associated with the series has been the quintessential helmsman to proceed out of the Orbital Drydock Facility “grail” for seasoned physicists and engineers alike. (en.memory-alpha.org) with aft thrusters and then sug- Michio Kaku (2011), a theoretical physicist from the City gests one-quarter impulse power. The helmsman obliges College of New York, has researched the advancements and the ship proceeds towards designated coordinates. in the areas of time travel, Warp Speed, dematerializa- Once the path is considered clear, the ship engages into tion and transportation, as well as, protective shield and Warp Speed eager to reach the final destination in a communication technology. Dr. Kaku’s prognostications precisely calculated period of time. are – although the physics is scientifically grounded – it Reliant on a crew of 85, the Starship Enterprise will be hundreds of years before a real self-sustaining NX-01 is a self-sufficient, closed system of recyclable interstellar space travel vessel will be launching expedi- natural (and unnatural) elements designed to sustain tions that will hop between multiple galaxies contained the life-energy of humans aboard the vessel, as well in the Universe as we know it. as, maintain the resources required to fuel the engines However, with such engaging conversation – and (Robinson & Riley, 2019). Water for the ship and crew imagination – looking into the future of the printing is manufactured through natural processes, the fuel is and graphic communication industry as it applies to the manifested through the use of Dilithium crystals, and air confines of space travel is both thought provoking and is manufactured through a process of water-based elec- pro-active. What will be the role of the printing or – as trolysis (en.memory-alpha.org). A self-sustained system we refer – graphic communication in the future? Will has no room for excess waste or unlimited inventory. such services be required in 300 or 200 or, even, 100 The Starship Enterprise NX-01 is truly a self-contained years? What will be the expectations of the graphic and sustainable living entity designed for interspatial communication service provider of the future? Will it travel enduring extremely long extended periods of time be to mass-produce millions of static fliers for distribu- without the luxury of pulling into port and loading up tive marketing or, perhaps, to manufacture customized on supplies and sundries. products that potentially sustain life? Will the graphic 4 reviews communication services provider of the future even use the mission of the Graphic Communication Educational traditional printing technologies or, will he or she be- Enterprise is…to explore strange new worlds (in forms come a specialty prototyping service bureau responsible of innovative and challenging technologies); to seek for manufacturing parts using 3D printing technologies? out new civilizations (in the form of new markets that Also, consider the possibility that a service provider of develop relationships and create innovative, applicable, the future could evolve to become a printed electronic and useful products); and, to boldly go where no other hub capable of designing and manufacturing printed educational enterprise (the discipline of Graphic Com- batteries for printed electroluminescent signs complete munication) has gone before. with printed and embedded RFID tags programmed to synch with GPS tracking devices or NFS-compatible 2. Charting the Course communication technology. Lastly, the graphic com- munication services provider could exist as a design firm In his column at Whattheythink.com, a daily newsfeed responsible for creating and manufacturing interactive service and website targeted towards C-level executives displays that integrate augmented reality with 3D graph- from graphic communication organization and equip- ics that cast an entertaining message across networked ment manufacturers in the United States, in an article digital signage. addressing the future of education, Professor Frank Romano (2011) wrote: No other industry in the history of humankind has ex- perienced the magnitude of change from such of a co- The printing industry will still need about 20,000 lossal paradigmatic shift than that of the Graphic Com- to 30,000 new employees every year to replace munication industry. The past 30 years have generated retirees. But the skillsets of these new employees will a chaotic effect that has wielded devastating change in be totally different from their predecessors. The new the printing industry. A once analog-based, heavy- skillsets will be IT-based, emphasizing digital printing ironed, mechanical existence known to the traditional and new workflows, especially cross-media work- printer, has easily been bowled over by the abrupt and flows. The skillsets of the old printing industry are strong onshore winds of digital and computer assisted now shrink-wrapped – they are computer programs. design, website development, smartphone application Like estimating and planning. The first rule for all development, printed electronics, and the most recent college degree programs is not to call the program (yet mature) advent of 3D printing. And, like squir- printing. The word printing to a highschooler ranks rels who have weathered out some severe economic somewhere above fast food and just below farming. climates and have watched their supply of food – in the (p.1). form of publishing (i.e. newspapers, magazines, books, and manuals) – fall to the wayside, printers of yesteryear Romano’s observations are blunt, yet provoking. Be- have switched their foci to charging down the Market- cause, in the United States, there have been many high ing Services Provider road only to find even more heavy school, community college (two-year degree programs), investments into un-vetted technologies in need of a and university (four-year degree programs) printing- specialty trained sales force exhausted by a technologi- based programs terminated or absorbed by other cal climate fraught with uncertainty. So then how, the programs. There are many reasons for these programs’ question is begged, do we steer this quintessential ship? demise; 1) faculty retirement and resource limitations; 2) What is the future of the industry and, how do we best reduction in funding for equipment acquisition and up- prepare those entering future workforces to assist the grades; 3) termination by administration due to height- graphic communication enterprises in understanding, ened compliance to more strict environmental protocols; implementing, and promoting these chaotic un-vetted 4) reduction in enrollment due to lack of potential technologies full of uncertainties and unknown out- student interest; and, 5) deteriorating administrative comes? The dilemma is forthright and daunting. Is print interest in an discipline that is thought to be declining