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I critici dell’ estetica consumista…
“… when they aren’t denouncing surfaces as lies and illusion, cultural critics typically have one explanation for why we devote time, attention, and, most of all, money to aesthetics: It’s all about status…
The argument depends on the conviction that we do not want those expensive shoes or large homes because of any intrinsic qualities… we do not value the luxuries themselves—the soft leather of the shoes, the smooth granite countertop, the sculptural lines of the car, the drape and fit of the jacket—but just want to stand out, or at least not look bad, compared to other people.
But…
… What if every product came in a plain black-and-white box—but one company invested in graphics and color? What if everyone wore drab Mao suits—but one person dressed with color, tailoring, and flair? People would, of course, be drawn to the aesthetic deviant, even though that nonconformity might well offend the reigning status hierarchy. This thought experiment suggests something at work besides status and one-upmanship… “
The Substance of Style: How the Rise of Aesthetic Value Is Remaking Commerce, Culture, and Consciousness (P.S.) by Virginia Postrel
