TASTELESS LANGUAGE: THAI AESTHETICS IN CONSUMERIST CULTURE

Abstract

This article aims to present the perception and lifestyle of people in urban society towards aesthetic taste and beauty that correspond to consumerist culture, which is now considered the mainstream culture and has become a major factor in the lives of most people in Thai society. The content in this article is divided into 3 parts: 1) The emersion of nostalgic state of mind among people of the present day that are continuously affected by the economic and social changes. 2) Reflection of inequality through representations of objects that have been overlooked and labeled with everyday consumables which become materials for searching Thai identity and for creating designed works of many designers in various fields. This prompts the search for the genuine identity of true Thainess, which is ordinary people’s way of life. The benefit of usability is being considered in design more than the beauty according to international standards. 3) Presenting the issue of "Tasteless Language" which can be compared to the language of the commoners. The language of the commoners often gives a feeling of nostalgia. Also, it is a way to proclaim identity in Thai society that can be presented at any time. Consider from the point of view of those who value these matters, such idea is like inherited wisdom of the commoners that is not disparate or inferior to the wisdom from any craftsman family. Plus, it is a living inherited wisdom that can always be re-applied easily with no formalities required. Thus, Tasteless Language is a language used to communicate feelings which reflects Thai aesthetics that are in line with the economic and social context of consumerist culture.