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On the hypermodern regime of vision:
Visuality as an experiential feature in processes and practices of consumption
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Consumption behaviors in hypermodernity (LIPOVETSKY)
An establishment of deeper connections
consumers their belongings
According to significant variations:
- on supply and demand modes for goods’ acquisition-of consumption as encompassing processes and practices far beyond acquisition (MILLER)
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Acquisition and usage of goods:
increasingly promoting an expectation towards experience(GUMBRECHT)
2000’s
Consumption seem delineated by an ‘experiential feature’ (regarding aesthetic awareness a seek for sensations)
‘experiential feature’ < strengthened by goodsexperiences mediated by “material culture” (Miller) items
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individuals their materialities
a seek for consumption experiences
engaged by // relies on visual aspects (materialities)
Visualness: potentially affects processes and practices of consumption, since visuality suggests forthcoming experiences
objects “to live” more than to exhibitthem (LIPOVETSKY)
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Consumption of items associated with cooking practices that seem to embody experiences lead by visuality
Instances of visible adjustments:
kitchen appliances < apparatus and utensils’ design
(encompassing colors, shapes and lines of drawing, or materials used to conceive their appearance)
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The approach enables identifying typologies that exemplify how the ‘experiential feature’ is engaged by (and relied on) visuality
- the professional- the retro
- the vintage
hipervalorization ofthe individual(ness)
(LIPOVETSKY)
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Modalities of everyday’s aesthetic experiences (GUMBRECHT)
-the professional
Stainless steel appliances: professional cookingBrands with lines called Gourmand and/or Chef
The sensible invited by it’s kind of usageA playfullness with senses < a chef’s environment
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Modalities of everyday’s aesthetic experiences (GUMBRECHT)
- the retro
An estilization of the present times (BAUDRILLARD)A selected part of the past
Valorization through cultural materialities Conduction to another category of consumption < emocional connections< closer to a cult value (MARX)
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Modalities of everyday’s aesthetic experiences (GUMBRECHT)
- the vintage
A nostalgic consumption (BAUDRILLARD)The visuality of an already lived object(LIPOVETSKY) that is still alive
A potential aesthetic behavior< the subject towards the object< a state of artistic enjoyment
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Thank you!