represents a social technique – life and survival depend on
orientation. However, it cannot function without independent
thinking. For example, however clear signage systems may
be in spatial contexts, the active use of such systems is a con-
dition for their success.
In further examining the term “orientation” and its meaning,
we now need to look more closely at the way it is used.
Humans are equipped with qualities,
on both a biological level and a neu-
rological level, which naturally ena-
ble them to orient themselves. In the first instance it is our
senses – vision, smell, touch, hearing, taste – which send us
signals to assist us in making a decision. The function of the
senses is to take in, process and store information. In doing so
they create experiences which can be recalled and so influ-
ence new decisions. The individual senses assume increased
importance for purposes of orientation if one or more of them
is restricted or not available at all. The basis of perception is
shifted. This is of particular importance for accessible build-
ing, when supplementary or additional orientation aids are
used to compensate for deficits.
But what are the processes which enable us to make deci-
sions? According to discoveries in neurology, orientation is
developed when our existing perception of a particular event
collides with our experience of subsequent or peripheral
events and these are then placed in relative perspective. This
collision may possibly initiate corrective processes for think-
ing and action – and thus assist in achieving orientation.
7
Orientation is of importance in
social, political, economic and even
religious contexts, as evidenced by
catchwords such as “value orienta-
tion” or “basic orientation”. However, orientation also plays a
role in the movement of markets, in the information society
and in human interaction. Moreover, when decisions on direc-
tion are made on the basis of the sum total of knowledge
acquired and the results lead into a new dimension, this can
open up new perspectives.
Orientation in geographical-spatial contexts, that is to say
in natural or designed landscapes and urban spaces, both
indoors and outdoors, functions best if these spaces are
self-explanatory, i.e. if the chosen structure already provides
orientation and this aspect was integrated at the design
stage. This is possible if the design is conceived as a holistic
process.
However, interacting with the media available today also
requires orientation. We are permanently surrounded by
both analogue and digital mass-media. It is not we ourselves
who seem to determine our life, but increasingly the influ-
ence the media has on us. As far back as 1964, Herbert Mar-
shall McLuhan, regarded as the founder of 20th century
media theory, summarised his insights in the mantra “the
medium is the message”. He argued that it was not the con-
tent which a medium communicates but the medium itself
and its properties which influence the society in which the
medium exists. In doing so he drew attention to the continu-
ally increasing need for orientation which arises through the
continuous interaction between a medium and society. The
fascination of digital media lies not in their multifunctionality;
rather, the unconscious effect originates from the media itself,
which not only combine a wealth of functions with good
design, but above all can serve as a metaphor for lifestyle and
social status.
So who provides orientation, and
how is it provided? For Heidrun
Kämper the important thing is, “what
orientation means – for those who seek, need or wish to
acquire orientation; and for those who offer, provide or prom-
ise orientation and thus shape social conditions”.
8
If we are
able to perceive and interpret the complex levels and prin-
ciples of today’s pluralism, we can derive principles for orien-
tation from these. In addition to the initial increase in under-
standing, the concept of responsibility plays a crucial role
here. Orientation is only possible if responsibility and inde-
pendent action are permitted by society itself. Ultimately, it is
conceivable that each individual will then be able to provide
their own orientation.
Orientation is a high-precision instrument which we use for
the continuous process of navigating our way through our
environment. Our degree of orientation is a measure of the
existential orientation of the self, our relationship with others
and with the other, of the state of a society. Looking at Greek
society today for example, we can see how the ability of a
society’s structures to function can be seriously disturbed if
overall social orientation is lost.
This shows that providing and visualising orientation is no
longer simply the concern of the creative disciplines, it in-
volves a broad range of services, provided by people to peo-
ple, founded on the basis of different specialist disciplines,
on scientific findings, accumulated experience, acquired
knowledge, and also belief.
To be oriented is positive, because it brings certainty, re -
assures, gives us time to think.
How is orienta-
tion achieved?
Where does
orientation
take place?
Orientation is an
aspect of culture