taste, class, commodity (5)
TRANSCRIPT
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TASTE, CLASS, COMMODITY
MK. Advertising & Consumer Culture
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TASTE
While tasteis often understood as a biologicalconcept, it can also be reasonably studied as asocial or cultural phenomenon.
Taste is about drawing distinctions between
things such as styles, manners, consumergoods and works of art.
Social inquiry of taste is about the humanability to judge what is beautiful, good and
proper.Social and cultural phenomena concerning
taste are closely associated to social relationsand dynamics between people.
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IMMANUEL KANTON TASTE
Critique of Judgment:
In his aesthetic philosophy, Kant denies anystandard of a good taste
Beauty is not a property of any object, but anaesthetic judgment based on a subjectivefeeling
Taste is both personal and beyond reasoning,and therefore disputing over matters of tastenever reaches any universality.
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PIERRE BOURDIEUON TASTE
Distinction: A Social Critique of JudgmentThe legitimate taste of the society is the taste
of the ruling classHe rejects the idea of genuine good taste, as
the legitimate taste is merely a class taste.Distinctions are never simply statements of
equal difference: they entail claims to authority,authenticity, and the presumed inferiority ofothers
Akses thd cultural capital menentukan seleraseseorang
Tdk semua orang memiliki akses thd culturalcapital
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PIERRE BOURDIEUON TASTE2
Cultural capital consists of accumulatedknowledge and competence for makingcultural distinctions.
To possess cultural capital is a potentialadvantage for social action, providing accessto education credentials, occupations andsocial affiliation
The upper-class taste is characterized byrefined and subtle distinctions, and it placesintrinsic value on aesthetic experience
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PIERRE BOURDIEUON TASTE3
This particular kind of taste was appreciatedas the legitimate basis for good taste insociety
Consequently, members of the middleclasses appeared to practice cultural
goodwill in emulating the high-classmanners and lifestyles.
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PIERRE BOURDIEUON TASTE4
The taste of the middle classes is not definedas much by authentic appreciation foraesthetics as by a desire to compete in socialstatus.
In contrast, the popular taste of the workingclasses is defined by an imperative forchoosing the necessary.
Not much importance is placed on aesthetics
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TASTE & CLASS
In expressing and displaying taste throughvarious everyday actions, people reveal muchinformation about their positions in socialhierarchies.
People may strategically employ distinctionsof taste as resources in maintaining andredefining their social status
People desire to distinguish themselves from
those with lower status in the social hierarchyand, secondly, that people will imitate those inhigher positions.
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GEORG SIMMELON FASHION
Members of the upper classes are inclined tosignal their superiority, and they act as theinitiators of new trends.
But upper-class taste is soon imitated by themiddle classes.
As goods, appearances, manners etc.conceived as high-class status markersbecome popular enough, they lose theirfunction to differentiate. So, the upper classeshave to originate yet another stylisticinnovations
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THORSTEIN VEBLENON LEISURE CLASS
He argues that distancing oneself fromhardships of productive labor has alwaysbeen the conclusive sign of high social status.
To demonstrate non-productivity, members of
the so called leisure class wasteconspicuously both time and goods.
The lower social stratum are trying their bestto imitate the non-productive lifestyle of the
upper classes, even though they do not reallyhave means for catching up
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COMMODITY AESTHETICS
The concept of aesthetics has been theinterest of philosophers such as Plato, Hume,& Kant, who understood aesthetics assomething pure and searched the essence ofbeauty, or, the ontology of aesthetics.
Di era masy konsumen, komoditas pundikatakan memiliki estetikanya sendiri
Komoditas jg dianggap sbg produk yg
berestetika (ingat konsep Marx ttg use &exchange value, serta konsep Baudrillard ttgsign value)
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COMMODITY AESTHETICS2
Konsumsi thd barang/ produk lantas dinilai sbgtindakan yg berestetika
Kemampuan utk membedakan produk yg dianggapberestetika dan yg tdk lantas erat dikaitkan dg kelas
sosial Hanya kelas sosial tertentu yg dianggap pny selera yg
baik, krn mampu mengkonsumsi produk2 yg pnyestetika.
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PERTANYAANUNTUKDISKUSI
Apa yang anda pahami tentang konsep antikonsumerisme? Mengapa hal ini muncul padamasyarakat moderen?
Apa saja yang anda ketahui tentang gerakan anti
konsumerisme? Berikan contoh2 kongkrit tentangberbagai gerakan anti konsumerisme & apa sajayang mereka lakukan?
Apa yang anda pahami tentang konsep sub-kultur(sub-culture)? Coba jelaskan dengan contoh
kongkrit kelompok sub-kultur yang ada dimasyarakat.
Adakah keterkaitan antara sub-kultur dan budayakonsumen? Jelaskan pemahaman anda?