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.
|Status||Accepteret/In press - 2020|
|Begivenhed||12th 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. 2020 → 18. okt. 2020
|Konference||12th Conference of International Committee of Design History and Design Studies|
|Lokation||School of Design, University of Zagreb|
|Periode||16/10/2020 → 18/10/2020|
Folkmann, M. N. (Accepteret/In press). Aestheticizing Design: Revisiting the Concept of Commodity Aesthetics. Paper præsenteret på 12th Conference of International Committee of Design History and Design Studies, Zagreb, Kroatien.