The Aestheticization of Past-Themed Consumption

Dagalp et al explores the aestheticization processes in past-themed consumption, specifically focusing on the theoretical context of the past. They argue that aesthetics in consumption have received attention, but the contextual processes underlying the valorization of aesthetics have been overlooked. They propose that aesthetics should be understood as a collective process of valorizing the aesthetic, rather than an essentialist quality inherent to an object. They also examine two empirical contexts: Viking roleplay and retro-themed consumption. They find that the aestheticization of the past involves three processes: differentiation, interrelation, and integration. Differentiation emphasizes the dissimilarity between the prior and aestheticized versions of objects and practices. Interrelation connects the aesthetic reappropriation of the past with contemporary market-level narratives. Integration involves consumers as aesthetic agents, acquiring and manipulating object meanings to facilitate symbolic use.