| Abstract |
The concept of the “self-dramatization of life-style” refers to the falsity of art activities in a special marketing mechanism. The self-dramatization transforms the everyday consuming action with aesthetic appearance into a kind of self-intended aesthetic action. It makes the actor/consumer feel that his consuming action achieve the level of aesthetic value. However, in fact, the actor/consumer loses his own authentic experience of aesthetics. This article will recall Pierre Bourdieu’s the neutralized concept of the “life-style” and criticize G. Schulze’s proposition of the “aestheticization of life-style”. With the help of the framework of the self-dramatization developed by the German sociologist Ulrich Oevermann, this article demonstrates the structural characteristic of the self-dramatization of life-style, which must be considered as the delicate manifestation of the “cultural industry” operation. |
