Mapping the Death & Rebirth of Indulgence (Semiofest 2015)
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Transcript of Mapping the Death & Rebirth of Indulgence (Semiofest 2015)
scenarioDNA connecting ideas to culture 2
The most exciting phrase to hear in science, the one that heralds new discoveries, is not “Eureka” but “That’s funny…”
-isaac asimov
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when has culture been most indulgent?
that’s funny
that’s funny
that’s funny
that’s funny
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what was the context of indulgence in the 17th century?
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The Supper Party by Gerard Van Honthorst c. 1619
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indulgence in the 17th century was about late suppers
candles cookbooks music
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indulgence in the 18th century was about status
tea white chinatrade
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industrialization & the rise of luxury over indulgence
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Rowntree Chocolate Factory
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technology transforms the structure of meaning(and in turn accelerates the death of indulgence)
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there is a duality to indulgence & luxury
what I know
what I share
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this duality works within a System of meaning
what I know
what I share
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symbol
zeitgeist badge
ritual
we can structure how meaning migrates through culture
“you need to see things this way”
“i’ll have what she’s having”
“look what i have”
“let me show you how to enjoy that”
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symbol
zeitgeist badge
ritual
these patterns reveal how new language is formed
“you need to see things this way”
“i’ll have what she’s having”
“look what i have”
“show me how to do that”
the pattern of aspiration
the pattern of dissent
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so what is the cultural story of chocolate?
WW21post-WW2 commoditization
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the birth of Yuppies
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we can map this system to see where language is going next
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the pattern of aspiration
the pattern of dissent
zeitgeist badge
ritualsymbol
chocolate
collective
progressive
analytic expressivecommodity currency
sensationknowledge
chocolate as a cultural system in 2015
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commoditization today and The control of language
Hershey’s ban of British Chocolate Imports 2015
zeitgeist
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new symbolic language emerges as organic gets diluted
Biodynamic Farming
symbol
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wiring new rituals through the cultivation of technique
Vaportini
ritual
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hipsters & the co-opting of language for social status
Mast Brothers Chocolatebadge
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chocolate continues to find itself as it loses itself
Charlie and the Chocolate Factory (1971)
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the death of indulgence triggers the rebirth of indulgence(the future of brand management requires a cultural literacy for a more sustainable approach)
death
rebirth
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death
rebirth
a good time for semiotics(because we can structure and learn from this cycle of regeneration)
scenarioDNA connecting ideas to culture
thank you.
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Candy doesn't have to have a
point. That's why it's candy.
- Charlie bucket [Charlie & the chocolate factory]