Research On Aesthetic Taste In Visual Consumption Context

Aesthetic taste refers to the synthesis of aesthetic subjects' ability of perception,imagination,judgment and creativity.The cultural background of a society is the necessary soil for the formation and evolution of aesthetic taste.At present,we have entered the age of experience economy.The consumption characteristic of this kind of economy is visual consumption.Visual consumption takes consumption culture as soil,and it is far more complicated than traditional shopping consumption.Today,human beings are in a social reality based on image.Visual image has become the first object of human consumption,and it plays a leading and controlling role in people's consumption behavior.In the age of visual consumption,aesthetic activities are directly stimulated by the eyeball.Coupled with the rapid development of new media technology,the aesthetic taste changes,gradually presenting the characteristics of secularization,entertainment,commercialization and so on.It is the demand of the times to study the aesthetic taste based on the visual consumption context.The body of this paper falls into four parts,discussing the four tendencies of aesthetic taste in the visual consumption age.The first is the secularization of aesthetic taste in the age of visual consumption.The rise of popular culture and the presence of aesthetic taste in daily life are the main catalysts of the secularization of aesthetic taste.The "focus turn to the body" of aesthetic taste and the pursuit of pleasing the masses by visual entertainment are two obvious symbols of the secularization of aesthetic taste,and the petty bourgeois taste is also the product of the visual consumption age.This paper holds that the process of the secularization of aesthetic taste is the expression that the aesthetic consciousness is truly integrated into people's lives.We should look at this trend dialectically.It returns the say from the authority to the masses.However it mixes the bad with the good in mass culture.This is the embodiment of reality.The second tendency is the entertainment of aesthetic taste in the age of visual consumption.Visual consuming society emphasizes fast pleasure.With the continuous impact of visual elements,the public has gradually adapted to this "fast-food" aesthetic experience.People began to enjoy virtual entertainment,such as spending on idols and indulging in images intensively presented by social media regardless of their age.Fragmental entertainment occupies people's free time,and people are used to such style of entrainment of being "divided into pieces".The entertainment process of aesthetic taste is the embodiment of the liberation of the aesthetic consciousness of the masses.But the excessive entertaining of aesthetic taste leads to the decline of the public aesthetic appreciation.It also causes the masses to indulge in illusory and lose themselves,which needs our attention.The third tendency is the commercialization of aesthetic taste in the age of visual consumption.With the visualization of commodity and the prevalence of consumerism,images are interpreted as a symbol,and visual consumption is regarded as a kind of symbol consumption.The widespread "idlers",the world of goods in the city,luxuries and fashion,as well as the production of art which is inseparable from the influence of commerce,and so on,are all the manifestations of commercialization of aesthetic taste.The commercialization of aesthetic taste result in the mass belief in "money first",which leads to the abduction of aesthetic taste by commerce and the loss of its cultural features.The fourth tendency is the distortion of aesthetic taste in the age of visual consumption.The secularization,entertainment and commercialization of aesthetic taste are in fact the true embodiment of the distortion of aesthetic taste.Visual abnormality causes people to pay attention to the superficial only in the aesthetic activities.The aesthetic sensitivity is reduced.Artistic works are kidnapped by the flood of image pleasure,and so the quality is reduced;Meanwhile,consumption presents a series of distorted or abnomal forms including showy consumption,luxurious consumption and distorted consumption.This series of negative phenomena deserve our attention and reflection.Based on the context of visual consumption,combined with the historical changes of aesthetic taste,this paper explores the new features after the transformation of the mass aesthetic taste,analyzes and expounds their causes and characteristics,the target group and the related problems.This It is expected to inject new social connotation into the study relevant to theories of "aesthetic taste",adapt to the development of the times,enrich the aesthetic theories and obtain the realistic significance of the research.