Consumer Aesthetics: Sofi Xian

Sofi Xian (also known as Sofia Lee) is a Rotterdam-based semiotician, experimental photographer, design archivist, and computational linguist. She is a co-founder of the Consumer Aesthetics Research Institute, where she first presented foundational research on and helped name the Frutiger Aero aesthetic. Her work examines contemporary visual culture and technology-linked design trends, exploring how culture spreads across modalities, particularly around technology and the tech industry. Her views are critically shaped by her background in computational linguistics, for which she holds a Master’s degree from Vrije Universiteit Amsterdam.

The AC•SM research group and the ALGOFOLK project invite Sofi to give a talk and a lead a workshop titled:

Consumer Aesthetics and Interpretation

The internet has lately suddenly been filled with 'aesthetics', complex systems of visual and design styles centered around a theme or 'vibe'.  Two types have emerged to prominence, often confused: 'Consumer Aesthetics' such as 'Y2K Aesthetic' or 'Frutiger Aero' and 'Internet Aesthetics' such as 'weirdcore' and 'traumacore'.  What is the difference between these types of aesthetics?  Can some cross over from one type to another?  This talk will introduce the concept of a 'Consumer Aesthetic' as well as practices in finding, describing and archiving one.  It will cover the history of 'Frutiger Aero' research in particular.  Additionally, it will present novel work on how consumer aesthetics can function as semiological systems and be used as tools of interpretation of cultural products.

The talk will be in English, and will be followed by a Q&A. Lunch will be provided for registered attendees, and a 2-hour workshop will follow in which participants will be guided along in performing their own consumer aesthetic research.

What to bring: A pictorial magazine, catalog, or any collection of visual materials to be analyzed during the workshop.