Editor’s Introduction - Structuralist phenomenology: Baudrillard attempted to describe living experience of commodity culture via a kind of analysis afforded by structuralism. Barthes Baudrillard - Concerned with the “ objects themselves ” and the discourses that surround them. - Interested in sophisticated semiotics -Concerned with the “ objects themselves ” and the discourses that surround them. - Reading contemporary world of interior design as registering a historical shift in EDL.
The Traditional Environment In bourgeois arrangement of furniture: - The emphasis is on unifunctionality , immovability , imposing presence and hierarchical labeling . - All the arrangement constitutes an organism whose structure is founded on tradition and authority . - Primary function of furniture objects here is to personify human relationships , to fill the space between them and be inhabited by a soul. - The real dimension they occupy is captive to the moral dimension which is their job to signify.
Objects have emotional value , a presence. Example: Department stores. The stores are arranged in such a way that it embodies the official certainties of the group and reflects the spirit of bourgeoisie. The furniture still sells but this arrangement presents an emotional value to the specific brand, and this creates a considerable effect on the consumer. So the object itself is not the determining factor but the emotional value created in the atmosphere is significant.
The Modern Object Liberated in its Function Function Then Function Now - Obscured by moral theatricality of old furniture - Ritual, ceremonial <ul><li>- Objects emerge clear about the purposes </li></ul><ul><li>they serve. </li></ul><ul><li>Objects have the freedom to function </li></ul><ul><li>Functional environment is more open </li></ul><ul><li>but it is destructed, fragmented into various </li></ul><ul><li>functions </li></ul>
The Model Interior <ul><li>- The functional object is being transcended by a new kind of practical organization. </li></ul><ul><li>Symbolic values and use values are being replaced by organizational values . The substance and the form of the old furniture have been abandoned for good, in favor of an extremely free interplay functions. </li></ul><ul><li>- These objects are no longer supported by a soul nor do they invade us with their symbolic presence : the relationship has become an objective and neutral one, founded disposition and play. </li></ul><ul><li>** The value this relationship takes on is no longer of an instinctive or a psychological but rather of a tactical kind . </li></ul><ul><li>The examples in the text reflects how mechanical the ads are, replacing the objects’ symbolic values but emphasizing the organizational value. </li></ul>
Mirrors and portraits - The mirror is an opulent object which affords the self-indulgent bourgeois individual the opportunity to exercise his privilege to reproduce his own image and revel in his possessions. - Mirror is a symbolic object which not only reflects the characteristics of the individual but also echoes in its expansion the historical expansion of individual consciousness.
Clocks and time <ul><li>The measuring of time produces anxiety when it serves to assign us to social tasks. But it makes us feel safe when it actualizes time and cuts into slices like an object of consumption. </li></ul><ul><li>** EDL is based on a time schedule and we- both individually and as a society- try to catch up with time. </li></ul><ul><li>*** The clock is a mechanical heart that reassures us about our own heart. </li></ul>
Traditional Contemporary Good Taste Good Taste - Poetic discourse - Self-sufficient objects responded one another - Objects communicate - No individual presence - Overall coherence
Man the Interior Designer <ul><li>- Does not consume objects. </li></ul><ul><li>He dominates, controls and orders them. </li></ul><ul><li>Baudrillard describes the modern man: </li></ul><ul><li>Obsessed with perfect circulation of messages. </li></ul><ul><li>Wants everything to intercommunicate , functional and organized. </li></ul>