This is such an insightful essay! "Image alignment is the connective tissue" really says it all. We are looking for connection and society makes it difficult to find organically. Brands are trying to meet that need, but connecting through shared branding rarely ends up being satisfying (especially not when it is purchasing something like cooking oil!). The organizations like the cool chess clubs, etc, can result in connections, but when you are primed to think that image alignment is what you the value element, that makes true community less likely. Feels like it explains a lot about where we are. Off to read the articles you mentioned.
Loved the thoughts here on aesthetics being reduced to these social isolationist tropes. And that brands now make you buy community! Late stage capitalism gets more and more desperate
This Dip feels relevant to some thoughts I was having today while listening to "Cultish." Are brands and all of these hyper niche trends just socially acceptable versions of cultish behavior? Time to go read all of the think pieces that have surely already been written on this subject!
The cult of late-stage commerce!!! Stanley Cup fanaticism doesn't necessarily fit an "aesthetic," but people went wild for them. All for a desire to fit in!
This is obviously right up my alley, as someone who thinks for-profit companies can create real connection (and should be one form of solution for social health!) That being said, what I don't love is the overuse of the words that signal relationships, community, and connection without actually being about it. As you noted, the overuse of "community" instead of "audience" for years, and the Algae Cooking Club. Aka not walking the walk.
Proud to be part of your brand selection Emily :) Thanks, Sandrine from Pilomano
This is such an insightful essay! "Image alignment is the connective tissue" really says it all. We are looking for connection and society makes it difficult to find organically. Brands are trying to meet that need, but connecting through shared branding rarely ends up being satisfying (especially not when it is purchasing something like cooking oil!). The organizations like the cool chess clubs, etc, can result in connections, but when you are primed to think that image alignment is what you the value element, that makes true community less likely. Feels like it explains a lot about where we are. Off to read the articles you mentioned.
Loved the thoughts here on aesthetics being reduced to these social isolationist tropes. And that brands now make you buy community! Late stage capitalism gets more and more desperate
This Dip feels relevant to some thoughts I was having today while listening to "Cultish." Are brands and all of these hyper niche trends just socially acceptable versions of cultish behavior? Time to go read all of the think pieces that have surely already been written on this subject!
The cult of late-stage commerce!!! Stanley Cup fanaticism doesn't necessarily fit an "aesthetic," but people went wild for them. All for a desire to fit in!
This is obviously right up my alley, as someone who thinks for-profit companies can create real connection (and should be one form of solution for social health!) That being said, what I don't love is the overuse of the words that signal relationships, community, and connection without actually being about it. As you noted, the overuse of "community" instead of "audience" for years, and the Algae Cooking Club. Aka not walking the walk.
Did you read the great article in byline about naming things? https://www.bylinebyline.com/articles/naming-obession
(thanks for the h/t!)