Mikael Vetner

Just for fun? The emotional regime of experiential consumption

Experiential consumption emphasizes emotional and hedonic qualities in the marketplace stressing the importance of experiences for ‘the good life’ and positioning consumption as a legitimate way to generate interesting and relevant experiences. The concept of emotional regimes (Reddy, 2001) is used to emphasize the dialectics between structural changes in the modern marketplace and the modern way of perceiving and practising hedonic behaviour. The article considers the main ideas that have furthered modern hedonism and the practices that have transformed the abstract longing for sensitivity into concrete experiential appetites. The development of a regime of experiences is outlined, consisting of a set of techniques to bring about sensual pleasure, a discourse to verbalize the methods of pleasure seeking, and an ideology that turns pleasure into a legitimate existential goal in life for the sake of self-actualization.

Negotiating the Meaning of Artefacts: branding in a semeiotic perspective

Abstract The article investigates the question of how we ascribe meaning to artefacts (understood in its broadest sense, also including brands). The short answer is that meaning is ascribed to brands and artefact through an ongoing negotiating process between an utterer and an interpreter. This means that semeiosis is communication in its broadest sense. The negotiation process between utterer and interpreter aims at creating an interpreting habit — a common consent on which upon the meaning of the artefact rests.