TASTE - An investigation on taste and class in relation to - kitsch, art and commodified luxury.

Abstract: This thesis takes a closer look at the phenomena of taste in relation to kitsch, art and luxury, analyzing a visual campaign, by the luxury brand Louis Vuitton. The visual campaign is made by Louis Vuitton to promote a collaboration with the postmodern artist Cindy Sherman. In her art Cindy Sherman is stepping away from modern aesthetics turning towards nostalgia and, anti- elitism. In a provocative act she brings in traits of kitsch and other pop cultural references to her art and exposes it to a conflicted art world. Using the well accommodated theoretical framework by sociologist Pierre Bourdieu, I seek to understand the underlying class related aspects of taste occurring in the collaboration between the two. In doing so I investigate the very use of Pierre Bourdieu’s theories it self, and I look to answer how these can help with revelation in a contemporary context. Later the use of Roland Barthes theories on modern myths, will be brought into play, when I shell decode the overall mythical story on taste, that Louis Vuitton, wishes to communicate through the campaign. It shell be concluded that Pierre Bourdieu’s theories, was very helpfull with pointing out the campaigns connection to cultural capital and different classified expressions of taste, that connects it to a growing middelclass, who wants an access to the world of luxury. In the very end I debate the question of taste looking forward, taking into consideration Bourdieu’s critics, to whom the classification of taste is a relic from the past.