Culture
Taste Culture: A Personal Or Social Construct?
A close look at how our taste preferences are created and evolved.
“Personality is partly constituted or reinforced though commodities, particularly those which are partly constituted or reinforced through commodities, particularly those which are clearly apparent or easily recognized, including clothing, cars, and property.” (Edwards, Tim p. 118)
We define ourselves through what we buy and what we find tasteful.
What constitutes taste differs for many people and societies, but I also believe it is linked to a person’s wealth.
Why else then do women purchase expensive designer bags? Obviously, to prove they have taste and wealth? A close look at the rise of the mini ‘Mc mansions’ in the outer suburbs.
Contrary to this, money does not always necessarily buy you taste.
Taste: Personal or Individual?
Taste is an individual thing; however, there are many factors that help influence our taste. For some, it is traveling, or it may be getting ideas from magazines and shows.
With age, experience, and exposure to a myriad of different experiences, your taste is constantly evolving and changing.
Taste comes in a variety of different ways.
In different societies, taste often varies from high class to low class.
Different genders will also have different ideas about what they find tasteful. Your partner may not understand why your different taste preferences and the opposite may be true.
Living in Finland for the last ten years has given me exposure to numerous different cultures and tastes about clothing, interiors, music, and food.
The article below may be useful in illustrating the differing tastes in coffee consumption in the Finnish culture.
Shopping & Identity
‘Shopping and consumption are increasingly constitutive of identity that is to say people are increasingly defined according to their consumption patterns’ (Bourdieu 1984).
Why do some people purchase San Pellegrino water while others simply buy plain old 40 cents worth of bottled water?
It is water after all, isn’t it?
Why are some women happy buying their clothes from Target, whilst others spend hundreds of dollars from such labels as Witchery, Country Road, Sass, and Bide?
Shopping: passive or active?
I think we are both active and passive consumers.
We are active consumers because the consumer has the power. For example, if we don’t like your services or products, we simply won’t spend our money in your store when we go shopping.
Why else would David Jones and Myer spend millions of dollars refurbishing their stores?
We are also passive consumers. This is true as with the rise in disposable incomes, we have more money to spend leisurely.
People are often influenced by trends, friends, media influences such as magazines, celebrities, and events.
Even the weather dictates what we wear and buy.
Reference:
- Edwards, Tim (2001), ‘I Shop Therefore I am, in Contradictions of Consumption: Concepts, practices, and politics in consumer society, Buckingham/Philadelphia, Open University Press.
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About The Author
Noor is a second-year business student at Tredu. She is passionate about marketing and content creation. She recently launched her YouTube channel specializing in holistic healing.
