Theory of Taste and Analysis of Social Role - Report Example

THEORY OF TASTE AND ANALYSIS OF SOCIAL ROLE Theory of Taste and Analysis of Social Role Taste refers to a cultural or personal pattern of preference and choice. It is important to note that manners, styles, works of art and consumer goods distinguish taste. A social assessment of taste focuses on understanding human ability to judge what is proper, good or beautiful. Cultural and social phenomena concerning taste are associated with social dynamics and relations between people. In addition, understanding taste as an expression of actions between people assists during evaluation of social phenomena. Aesthetic attendance and preferences to different goods and cultural events are related to social origin and education that create different social economic groups (Kukla, 2006, p. 13). Different socioeconomic groups are likely to have divergent tastes. In order to analyze the concept of taste, it is necessary to underscore that the mobile phone is an important electronic device that has led to the transformation of the society. The theory of taste will be used to outline the role of the mobile phone in the society. Theory of Taste The notions of aesthetics as postulated by Emmanuel Kant are useful in describing taste. Aesthetics is something that is pure and searched in the essence of beauty. Consequently, it is possible to conclude that taste combines both pure beauty and personal pleasures. According to Kant, beauty that contributes to personal taste should not be considered as a property of an object. Beauty should be an aesthetic judgment that relates taste with subjective feelings. Kant’s theory of taste notes that genuinely good taste exists, but it cannot be identified empirically. Consequently, it is impossible to find good taste in any generalization or standards. Taste is beyond reasoning and personal judgment. Individual preferences over generally liked objects or things do not justify the judgments of people (Guyer, 2000, p. 28). Every judgment concerning taste presumes that there is a consensus of taste. It proposes that a community should share the experiences received from the choices they make. It is vital to note that Kant’s theory of taste excludes fashion because it is understandable based on empirical form. Fashion does not have a connection with the accord of ideal consensus. Bourdieu does not agree with Kant’s theory of taste. According to Bourdieu, the legitimate taste of a society can be considered as a taste of a ruling class. The position taken by Bourdieu rejects the ideas of a genuinely good taste. It appears that legitimate taste is usually acceptable by a class. Simmel, who stated that in most cases, the upper social class abandons fashion, while the lower class adopts fashion, supported Bourdieu’s idea. According to Kant, fashion is a source of pleasure and an aesthetic phenomenon (Guyer, 2000, p. 31). Fashion functions as a means of social distinction, tool of individuation and class distinction. The mobile phone was chosen as an ideal object for understanding social taste because it is associated with social dynamics and relations between people. Factors That Influence Customer Tastes It is vital for mobile phone marketers to discover factors that influence customer preferences and tastes during their purchase of mobile phones. It is vital to note that the preferences of customers for high-end smart phones have led to immense transformations. Intense competition in terms of the number of competing brands and product similarity has made marketers to focus on factors that influence customer tastes and preferences for brand choices. The decision to choose mobile phone as an object is motivated by the fact that mobile phones are mainly used by youths for communication, social interactions and education. The market for mobile phones has become intensely competitive. The competitive nature of the industry means that customers have diverse preferences and choices for the phone brands. Therefore, it is vital for customers and marketers to comprehend their brand preference criteria before deciding to purchase or market the brands (Martins, Yusuf & Swanson, 2012, p. 19). Youths play important roles in mobile brand choices. In order for mobile phones to realize their impact on the society, manufacturers and marketers must target and manipulate the tastes of customers towards their brands. This is achievable by understanding the theories of taste. Over the last 20 years, the telecommunication industry changed with the introduction of smart phones. Smart phones shifted the market from feature phones to phones that could achieve high functionality. Smart phones played a crucial role in the introduction of youths in the telecommunication market and industry (Wadman, 2008, p. 71). The decisions taken by youths when they make decisions to purchase smart phones can be supported by the Kantian theory of change. According to the theory, judgment, reason and understanding make up the three cognitive faculties. Taste and consumption are linked in the mobile phone industry. Taste, as a preference for a type of mobile phone, directly affects consumer choices in the market. The link between consumption and taste is complicated because taste creates demand leading to the creation of supply. Mobile phone customers are influenced by the brand of the mobile phone. Brand in this case refers to a design, name, feature or symbol that differentiates products in the market place. Mobile phone makers and marketers exploit their brand potentials during their marketing exercises. The function of a product brand is to reveal the product’s hidden attributes (Krishna Naik & Reddy, 1999, p. 45). Product brand occupies a strategic position in the mind of a customer, in addition to creating associations with the customer. Customers consider brand as a promise for specific levels of execution of services by the mobile phone. Brand choice is an indication of the customer’s selective choice for a particular phone brand. It indicates the demand or preference for a brand over its competitors. Price influences customer tastes because it plays a crucial role in the purchase decision. It also determines the purchasing behaviors of customers. Youths consider price as the main factor that influences their purchase and decision making process. In addition to price, the quality of a phone also affects brand choice. In addition, the quality of a product determines whether it can perform different functions. Mobile phone features are sets of services, applications and competencies offered to users. The ability of a mobile phone to have numerous features increases the options for customers (Hill & Jones, 2012, p. 25). The usability of the mobile phone plays a crucial role in influencing customer tastes for functional phones. The recommendations from family and friends are crucial factors that influence purchase decisions and choices. Roles of Mobile Phones in the Society The factors that influence customer choices have helped mobile phones, particularly smart phones, to perform crucial roles in the society. One of the most important roles of the mobile phone is facilitating communication and collaboration. Human societies thrive on communication because it helps people to cooperate and interact. The fundamental need for humans to communicate is supported by recent revolutionary developments within the telecommunication and information technology sectors. Mobile phones have enabled people to communicate with each other without the need for fixed telephone lines (Hamill & Lasen, 2005, p. 16). In addition, accessibility to internet services on the mobile phones allows communication and interactions of people regardless of their location. In order to comprehend the impact and role of mobile phones in the society, it is vital to consider life before the mass introduction of the devices. People spent hours browsing through the yellow pages and journals in order to obtain information. Currently, people can access local and global information on their mobile devices (Hartmann, RöSsler & HöFlich, 2008, p. 49). Mobile phones have played a role of relieving people from the restrictions of space. It is important to note that wired telecommunication and internet access through personal computers restricted people. However, mobile phones give people freedom of space during communication. Advancements in technology have led to the introduction of new applications such as social media that have enhanced the ability of people to connect while maintaining their freedoms (Ling, 2004, p. 14). People’s preferences for mobile phones have led to the transformation of the workplace. Currently, people can view or send official documents using their mobile devices. Mobile phones that have internet connectivity have facilitated collaboration. People feel connected as they perform different tasks (HöFlich, 2005, p. 39). Internet enabled mobile phones allow users to access their email, social media accounts and news outlets. It means that people who own these devices have access to content rich information. Global societies are becoming more dynamic. As a result, the time that people spend with their loved ones is more fragmental. Most people rely on mobile phones as a tool for maintaining connectivity. With the expansion of the society and the growth of urbanization, people are forced to seek jobs and education in cities and urban centers. Mobile phones have become the most important gadgets for people moving from their hometowns to urban centers and cities. The phones help them maintain contact and friendships with their family and friends (HöFlich, 2005, p. 28). The importance of mobile phones has made it a mode of expressing o personality. They have become vital features of lifestyle because they indicate the tastes and preferences of the owner. Most people prefer smart phones because they want to be associated with sophistication and modernity. Conclusion An understanding of the theory of taste is possible through the study of the actions of people as they make decisions to purchase mobile phones. The theory of taste is based on the social divisions in a community. It is crucial to highlight variations between different socioeconomic classes based on their mobile phones preference. Class dynamics play crucial roles as the principal mechanisms that structure taste and notions of vulgarity and sophistication. The mobile phone is a device that has immensely influenced the society because it facilitates communication, collaboration and connectivity. However, purchase decision for mobile phones is influenced by the tastes and preferences of customers. For instance, customers in the upper socioeconomic class prefer high-end mobile phones, which are smart phones. They also purchase mobile phones from leading manufacturers such as Apple and Samsung. Reference List Guyer, P., 2000. Kant and the Claims of Taste. Cambridge, Cambridge University Press. Hamill, L., & Lasen, A., 2005. Mobile World Past, Present and Future. London, Springer. Hartmann, M., RöSsler, P., & HöFlich, J. R., 2008. After The Mobile Phone?: Social Changes And The Development Of Mobile Communication. Berlin, Frank & Timme. Hill, C. W. L., & Jones, G. R., 2012. Strategic Management. Cengage Learning. HöFlich, J. R., 2005. Mobile Communication in Everyday Life Ethnographic Views, Observations and Reflections. Berlin, Frank and Timme. Krishna Naik, C. N., & Reddy, L. V., 1999. Consumer Behaviour. New Delhi, Discovery Publ. House. Kukla, R., 2006. Aesthetics and Cognition In Kants Critical Philosophy. Cambridge, Cambridge University Press. Ling, R. S., 2004. The Mobile Connection the Cell Phones Impact On Society. San Francisco, Ca, Morgan Kaufmann. Martins, J. M., Yusuf, F., & Swanson, D. A., 2012. Consumer Demographics And Behaviour Markets Are People. Dordrecht, Springer. http://public.eblib.com/eblpublic/publicview.do?ptiid=885970. Wadman, W. M., 2008. Variable Quality In Consumer Theory: Toward A Dynamic Microeconomic Theory Of The Consumer. Armonk, NY [U.A.], Sharpe. Read More