By Melanie Swalwell
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Extra resources for Aesthetics and Hyper aesthetics. Rethinking the Senses in Contemporary Media Contexts
I link these to the resurgence at the moment of an older meaning of the term ‘experience’, in experimentation. In the next example, I will also consider some of the features of the hyper subject that seem to be emerging in the context of the intensification of experience (at least as advertising is presenting this), for which my analysis of the Jolt Cola advertisement has laid the groundwork. 200, 208. 70 These themes, of (hyper)mediation and immediacy are treated by Bolter and Grusin in their study, Remediation.
Wet Planet Beverages, the company that produces and distributes Jolt Cola, promises that each of their products delivers ‘sharpness’ of mind, making them more smart drink than soft drink. ’ Jolt describes a culture of stimulation, promising consumers stimulation when they need it, stimulation that will spur them on to action. Drinking Jolt allegedly helps in accomplishing the things that one has to do (consumers are offered references to ‘hard work’ and ‘burning the midnight oil’). html, accessed 9/10/01.
58 The discursive displacement of stress by intensity and stimulation is based, at least in part, on the denial of the effects of pressure and exertion on bodies. Allegedly, Jolt can help one cope – thrive even – under pressure: it functions as an armouring device, it is a beverage to ‘tank up on’, ‘fortifying’ oneself with caffeine. But whilst caffeine may provide an initial boost of energy, this is only ever temporary. A glance at the shaky, jittery font used in the advertisement suggests the flaw in overreliance on stimulants, how untenable operating at a fever pitch of intensity is.
Aesthetics and Hyper aesthetics. Rethinking the Senses in Contemporary Media Contexts by Melanie Swalwell