Aestheticising design: Revisiting the concept of commodity aesthetics

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    Abstract

    The paper is a theoretical contribution to the discourse on design aesthetics. Through revisiting Wolfgang Fritz Haug’s seminal work on the critique of commodity aesthetics, Kritik der Warenästhetik, the paper challenges Haug’s notion of aesthetic surfaces of products as means for seducing consumers and confirming capitalism. The paper takes its starting point in Haug’s reevaluation of his original 1971 work in a new 2009 book-length addition on the commodity aesthetics in ‘high-tech capitalism’, updating his analysis regarding changing conditions in globalization and digitization. The paper points out that Haug’s original Marxist analysis has not changed and argues, in opposition to Haug, that the prevailing aestheticization inaugurates a cultural production of new conditions for experiencing aesthetic meaning properties of design objects. Following the analysis of Wolfgang Welsch, aestheticization is not only a matter of sugar-coating the reality but also producing new possibilities of experiencing it. The paper thus discusses two effects of the aestheticization for design, reflectivity and de-ontologization, which create new framings of experience. These framings are, following the proposition of Jacques Rancière, themselves a political matter as they lead to a distribution of the sensible in new ways.
    OriginalsprogEngelsk
    TitelLessons to Learn? Past Design Experiences and Contemporary Design Practices : Proceedings of the ICDHS 12th International Conference on Design History and Design Studies
    RedaktørerFedja Vukić , Iva Kostešić
    UdgivelsesstedZagreb
    ForlagUP12M Books, Zagreb
    Publikationsdato16. okt. 2020
    Sider395-404
    ISBN (Trykt)978-953-7703-67-7
    StatusUdgivet - 16. okt. 2020
    Begivenhed12th Conference of International Committee of Design History and Design Studies: LESSONS TO LEARN? Past Design Experiences and Contemporary Design Practices - School of Design, University of Zagreb, Zagreb, Kroatien
    Varighed: 16. okt. 202018. okt. 2020
    https://icdhs12.org

    Konference

    Konference12th Conference of International Committee of Design History and Design Studies
    LokationSchool of Design, University of Zagreb
    Land/OmrådeKroatien
    ByZagreb
    Periode16/10/202018/10/2020
    Internetadresse

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