If you’ve been on social media, especially Instagram, Pinterest, or TikTok for a while, you’ve probably come across the following – 1) user-generated content (UGC) of photogenic places or stylish objects with brands tagged on instagram, 2) the word ‘aesthetic’ describing a social post in a positive way. It seems that nowadays we all want to be ‘aesthetic’, and the word is thrown all over the social media, so what does ‘aesthetic’ even mean?
Appreciating life as a consumer
Originally meaning being related to the philosophical study of beauty, i.e. aesthetics, ‘aesthetic’ is now used to describe the look and feel of social media presence, be it about a person, object, or a brand. It’s sort of similar to ‘vibe’, but more specifically used in the context of lifestyle-related topics, brands and content creators. From camera dumps that capture ‘small moments’ like holding a cup of coffee, short clips of well-dressed social media users walking down or posing in the street, instagrammable cafes and shops, to carefully placed pretty home decor, jewelry, and clothing, each tagged with brands, they all have the potential to be ‘aesthetic’. The eye candy galore is a product of attempts of appreciating life and consumerism, all fuelled by the desire to be viewed as tasteful and sometimes unique, or belonging to a group with similar tastes.
It’s always about us
The whole ‘consumerist’ thing may sound ‘superficial' to some and while we are more than our materialistic desires, we humans have tried to define who we are by what we own since our existence. It is of human nature to try to stand out or blend in by different means. Also the desire to enjoy beautiful things is age-old, and we don’t only appreciate them on their own terms – we try to associate the objects with the feelings they evoke, or the related events. One can’t live without objects, as they help us make sense of and feel the world, and it’s something visceral and can’t be fully described or comprehended with rationality. Imagine a world without pretty objects, that would be eye sore and boring to the core.
Speaking of the word ‘consumerist’, branded objects can be found in these types of social media posts. These are more than status symbols; they reflect and symbolize who we want to be, and how we express our desire towards beauty, which is not a bad thing at all. Yes, these are all made up by smart business owners and trends are shaped by society at large, but this, similar to what’s mentioned earlier, shows the desire of making sense of the world by making up meanings, stories and symbols, which is like the ‘illusory’ image in the mirror that lets us recognize what we look like. It is a consumerist society we live in, and yes this system is broken and going too far, but these social media posts are a reflection of human nature, and sometimes it’s the art of owning that helps form culture. Enjoy everything to your heart’s content, and remember it’s the make-believe that makes us human.
(First published in mid 2024, this article and related images have been updated for readability.)