By Ole Thyssen
This booklet bargains with the organizational use of aesthetic capability. in response to the concept that companies are platforms of communique, it really is proven that consciously or no longer, agencies have continuously used aesthetic capability to augment their communique.
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Extra info for Aesthetic Communication
In an organization, aesthetic observation is not its own goal but is to promote the organization’s autopoiesis. There are always several games going on at the same time – that is, at least, a dual agenda. com - licensed to ETH Zuerich - PalgraveConnect - 2011-03-08 Organizational Aesthetics 21 22 Aesthetic Communication towards a goal. It is and must be functional. It is a limitation that does not need to close but is able to open up to inventiveness. A work must be sensed. A work opens up an imaginary world beyond what is sensed.
You are ‘seized’ by the work, so the violent metaphors of enjoyment come into their own – being struck, having your legs swept out from under you, being in the grip of the work, and so on. This applies to novels you read for the sake of excitement, pictures that overwhelm with their harmony or disharmony, or music you become wrapped up in. At this level – which, as a rule, people do not abandon – people are attuned by the work as a whole and are just as ignorant of the details as they are ignorant of what is happening in the eye when they see.
This should not worry us here. What is decisive is that a work is a peculiar thing, which is not simply what it is – sensed features scratched into a medium – but also is what it is not – namely, a hinge to an imaginary space on the other side of the sensed feature. 16 It sounds strange to speak of a ‘work’ in a private or a public organization. A picture on the wall and a designer teapot are freely called works, while a letterhead or a radiator grill or a plastic mug resists the word. In order to save repetition, we will use the word ‘work’ about all phenomena that are either created by persons to be observed aesthetically or used as addresses for aesthetic communication.