Abstract

We live in a new historical age of kitsch that doesn’t limit itself to the consecration of kitsch but stretches out to all the sectors of life following a hyperbolic logic: architecture, urbanism, spectacle, design, stores, brands, and even self-expression. It is no longer kitsch for parvenus according to the classical model of symbolic class struggle but underpinned by a capitalism of seduction that diffuses and legitimizes a fun morality, “easy” entertainment, and enchanted hobbies. A neo-kitsch that responds to the subjective and hedonist singularity of the hyper-individual. In this context, a hyper-kitsch sees a post-conformist, ironic, and ludic day. And, exceeding the traditional taste criteria, it is kitsch freed from the blame of the interference of cultural hierarchies that finds a novel artistic dignification.