The nature of aesthetic manipulation in consumer culture

Abstract

Manipulation is a vague term used in a wide range of contexts to explain a multitude of interpersonal and cultural phenomena. An in-depth examination of this term’s characteristics reveals its complexity. In the context of consumer culture, the use of manipulative actions is wide-ranging, and takes place above all through messages with clearly defined content and a clearly defined form—i.e. aesthetic messages. The use of aesthetics as a manipulative tool is both complex and compelling, and serves as a veil camouflaging certain aspects of consumerist activities. The manipulative use of aesthetics is so deeply ingrained, that the appearance of consumer products is naturalised and taken for granted, obscuring the difficult questions one could raise concerning the human, social, and environmental consequences of their production. This article will attempt to untie the complex Gordian knot tying together aesthetics, manipulation, and information, and to point to the nature and character of the aesthetic manipulation in consumer culture. Overall, the article supports the neo-Marxist argument that points to a wide-ranging manipulative use of aesthetics in the context of consumer culture. Yet rather than seeking to determine whether this type of manipulation is a necessary aspect of consumer culture or rather a cynical and uninhibited capitalist phenomenon intended to maximise profits at the expense of the consumer’s well-being, the discussion will provide a comprehensive overview of the structure of aesthetic manipulations in consumer culture, and raise a number of ethical questions concerning their nature.