The merchants of a globalized taste

• Grant number: 16/09183-9
• Support Opportunities: Scholarships abroad - Research
• Start date: October 01, 2016
• End date: November 30, 2016
• Field of knowledge: Humanities - Sociology
• Principal Investigator: Renato José Pinto Ortiz
• Grantee: Renato José Pinto Ortiz
• Host Investigator: Afranio Garcia
• Host Institution: Instituto de Filosofia e Ciências Humanas (IFCH). Universidade Estadual de Campinas (UNICAMP). Campinas , SP, Brazil
• Institution abroad: Fondation Maison des Sciences de l'Homme, France

Abstract

The object of this research is how it is elaborated, in a global scale, the pattern of a dominant taste. It is so a "global object" which is in continuity with my studies about culture and globalization. The pattern I refer to it is not serialization. It means the existence of aesthetic rules considered as legitimated. The world is a hierarchic univers where certain rules are superior than others. So, I am not suggesting the existence of a singular global taste, something that could be shared with "everybody" in any part of the planet, but to the definition of pattern of authority that are validated in the situation of globalization. These pattern are produced by specifics agents, in specific places, and they have a global reach. The process of globalization implies in the existence of world instances different from local or national ones. To understand it is important to situate our analysis at the core of world-modernity. A research of this kind suppose a question: how to elaborate the sociological object? I think that one way to answer it is to choose heuristics elements that allow us to develop it. In this way we will be able to translate a theoretical problem in a a empirical investigation. My empirical depart point is the sphere of luxury. It congregate two dimensions that interest me: split the luxury goods form mass culture and popular culture, and are consume in different parts of the planet. (AU)