Using The Right Language-Part Two
The perception and cognition of cultural codes of individuals from different cultures lead to divergences in the evaluation of value and aesthetics of the same work. The perception is subjective, but the judgment of aesthetic value is not. The feeling of an experienced professional wine taster and a person who does not drink alcohol toward the same glass of wine is subjective. It is regardless of subjective preferences, but the unequal experiences and cognition in the field of evaluating wine. Those who know nothing about wine or who do not like wine at all cannot deny that the glass of wine has aesthetic value.
The audiences use their own aesthetic experience, emotional connection with the work to conduct a subjective evaluation, while the critics use academic arguments to analyze the presentation of its structures, techniques and ideas. Given to the contrary of positions and the disparity of aesthetic experiences, the former will be more subjective and more referable than the latter, which does not represent the level of artistic value. Having watched a large number and great variety of film works (both masterpieces and rubbish), film critics will be more rigorous in comparison. A superior work in the eyes of general audience may be ordinary in the eyes of the critics.
From the producers’ point of views
Once it involves commercial, the identity of a work vacillate between a product and a work of art. If the product is positioned as an adventure story with subculture, nostalgic and love element, the producer can only mention the impact of virtual world toward social, economic, and perceptions of reality casually due to the limitation of time, budget, and public acceptance.
Films can be classified into commercial movies and art films, but design does not work that way. Design is not art, but a part of a commercial system that must be profitable. Aiming on niche markets doesn’t mean that products and designs are only available to a small number of people. Designers should still use design vocabularies that are accessible to the public. The design can neither too incomprehensible nor underestimate consumers’ aesthetic. The pursuit of artistic quality in design is to pursue the aesthetic type that will be accepted by most people.
The power of popularity lies in its influence. Instead of arguing whether genre fictions, commercial films and game industry of recreation have artistic merit or not, consumers should make good use of the market mechanism to push the producers to create works with more depth and breadth, using the right "language” to tell stories worthy of telling.
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