La régulation des goûts
In modern societies, goods include more and more taste characteristics, i.e. characteristics that appeal to senses. Hedonic dimension of attitude is often dominant rather than utilitarian one (Holbrook and Hirschman, 1982; Spangenberg, Voss et Crowley, 1997; Addis et Holbrook, 2001). That implies a...
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| Format: | Article |
| Language: | English |
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Association Recherche & Régulation
2016-06-01
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| Series: | Revue de la Régulation |
| Subjects: | |
| Online Access: | https://journals.openedition.org/regulation/11799 |
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| Summary: | In modern societies, goods include more and more taste characteristics, i.e. characteristics that appeal to senses. Hedonic dimension of attitude is often dominant rather than utilitarian one (Holbrook and Hirschman, 1982; Spangenberg, Voss et Crowley, 1997; Addis et Holbrook, 2001). That implies a growing role of tastes. Then, for firms, matching tastes and supplies in the markets of very diversified and differentiated goods becomes more problematic. May tastes be regulated to determine demands able to buy firms’ supplies?On the basis of the Foucault’s approach, the paper studies the microphysics of the regulations of tastes. Instead of reducing regulation to the result of the working of a specific and unique device, governed by the capitalist power, as Marcuse (1968), Galbraith (1968) and Baudrillard (1970, 1972), it considers a world regulation where firms try to turn tastes towards their goods, in a context of institutions (taste épistémès, cultural and social norms, taste heritages) and apparels (media, commercial networks…) playing on tastes and regulating some sides of them. Firms play on tastes to increase the value of their capital but encounter many other actors (the State, the consumers and their communities) in a world of competing powers and counter-powers. |
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| ISSN: | 1957-7796 |