ABSTRACT

This article synthesizes previous literature on consumption, surrounding matters of aesthetic deliberation to offer a conceptual discussion of consumer-cultural aestheticization processes. Our main argument is twofold. First, we seek to re-orient the discussion of “the aesthetic” (i.e. something that is aesthetic) toward the processes that render something aesthetic (i.e. how something is made aesthetic). Second, on this basis, we conceptualize three groups of interrelated processes that cut across past research on aesthetics and elucidate how aestheticization permeates consumption, brand, and market processes. We discuss theoretical and empirical implications of this conceptualization in terms of (re-) enchantment, mythmaking, and aesthetics for future work on the nexus of consumption, brands, and markets.

摘要

本文综合了以往关于消费的文献，围绕审美思考的问题，对消费者文化审美化过程进行了概念性讨论。我们的主要论点是双重的。首先，我们试图将关于“审美”（即审美的东西）的讨论重新定位到呈现审美的过程（即如何使某物成为审美的）。其次，在此基础上，我们概念化了三组相互关联的过程，这些过程跨越了过去的美学研究，并阐明了审美化如何渗透到消费、品牌和市场过程中。我们讨论了这种概念化在（重新）魅力、神话制造和美学方面的理论和实证意义，以供未来关于消费、品牌和市场关系的工作。