SlideShare ist ein Scribd-Unternehmen logo
Süßwaren sind Medien
Kulturwissenschaftliche Analyse von
Produkten, Marken und Märkten
Was ist "Kultur"? System von Unterschieden. Ohne
Grund und Zweck, beliebig und verbindlich. Codes.
Kontexte. Bedeutungen. Filter der Wahrnehmung.
Praline Riegel
Verpackung der Verpackung. 9 Schichten. Geschenk.
Ornament. Antimodern. Eleganz.
Packaging? Verkaufte Luft? Funktionalität?
Schichten. Innovation? Das "Feine"
Marschall du Plessis-Praslin: "Praline"
Bonbonniere
Zentrum und Peripherie. Ästhetik der Macht.
Demonstrativer Konsum.
Vom Bett aus regiert: demonstrative Faulheit.
Aufschub des Genusses als Steigerungsform.
Distanzierung von Hunger und Gier.
Zurückhaltung als elegantes Benehmen.
"Die leibliche Zurückhaltung ist die Bedingung der
Möglichkeit von ästhetischer Fülle, insofern kein
Lebensausdruck über andere dominiert und so das
Leben vereinseitigt."
Prestige-Zeichen der höfischen Gesellschaft. Medien
zur Kommunikation von "feinem" Unterscheidungs-
vermögen. Aphrodisiakum.
Aufschub Differenzierung Verfeinerung
Der Kunde ist König. Artenreichtum,
Wahlmöglichkeiten, Qualität durch Reduktion von
Quantität. Urteilskraft, Kennerschaft.
Hüllen machen den Kern. Das Zentrum ist unausgedehnt, ein
punktueller Ort für die Projektion eines imaginären Genusses
in den realen. Das Zentrum strahlt seinen Sinn zurück auf die
Schritte der Annäherung .
Die Praline ist ein Zeichen der Besonderung, der
Zurückhaltung, der Vereinzelung, der Unterschie-
denheit, der Innerlichkeit, der Distanzierung und der
Bewahrung des Eigensten: Subjektivität.
19. Jahrhundert: Ende der erotischen Dimension. Das Süße,
davor seit Jahrtausenden Symbol des Paradieses, des Landes,
wo Milch und Honig fließen, wird nun Frauen und Kindern
zugewiesen. Der Bürger verachtet den bunt gekleideten Adel,
denunziert dessen Ästhetik als Äußerlichkeit.
„Das einstige Statusgetränk des Ancien Regime ist abgesun-
ken in die Kinder- und Frauenkultur. Was einstmals Macht und
Glanz repräsentierte, ist jetzt Sache derjenigen, die in der
bürgerlichen Gesellschaft von Macht und Verantwortung
ausgeschlossen sind. Das Bürgertum als Sieger macht sich
damit über die Statussymbole des Adels lustig.“
Rückeroberung der Männer als
Schoko-Konsumenten
Die längste Praline der Welt.
Modernisierung ist Mobilisierung
Fortschritt führt in den Weltraum
Geometrie als Zeichen der Vernünftigkeit
Demoskopie: Soziologische Modelle. Schichten?
Milieus? Komplexität und Geschwindigkeit wachsen.
Die alte Übersichtlichkeit. Neue Tribalisierung.
Gibt es sie noch, die "Zielgruppen"?
Individualismus als Massenphänomen.
Identitätsbildung ohne Identifizierung.
Junge Konsumenten verhalten sich wie DJs
Am POS wird nicht nur wiedererkannt. Alle
Assoziationen und Gedächtnisinhalte wählen mit.
Inflation, Gegentrends: Self-fulfilling-Prophecy.
Aufklärende Selbstreflexion mittels Produkten.
Bedeutungen sind Bausteine aller neuen Trends.
Trend: "Mit Sicherheit" vergeht einem der Appetit.
Megatrend Paranoia: "zu viel wissen", Böses ahnen.
Neue Zurückhaltung. Suchtdiskurs. "Sünde"
Soll die Schokolade moralischer werden?
Kulturelle Bedeutungen sind in Gegensatzpaaren
strukturiert. Kultur besteht aus Differenzen.
Wozu? F+E: Grundlagenforschung. Wissensmanagement.
Produkt verstehen. Identität mit nachvollziehbarer Begrün-
dung stärkt Konsensbildung. Erzählstoffe für Marke und Social
Media. Wissensbasis für Konzepte zu Inszenierungen, Corpo-
rate Architecture, Markenstrategie, Produktentwicklung…
Ergänzung quantitativer Methoden:
Vorwissen und Interpretation. Ist-Zustand /
neue Bedürfnisse erfinden. Bedeutungen
sind Bausteine.
Schokolade ist ein Medium, offen für jede Botschaft,
die gegenwärtig Sinn macht. Kulturelles Wissen
macht Unternehmen demographiefest.

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