Memoria gustului. Estezie și practici de comunicare
Memory of the taste. Esthesia and communication practices

Summary/Abstract: Taste is an important part of food physiology (Brillat Savarin). As a natural sensory process, taste is involved in the selection of foods in the sense of an edible / inedible opposition. At the cultural level, taste is invested with aesthetic and social dimensions. Food communication is also a communication of taste. The communicative value of a cultural object lies in its capacity to generate images, meaningful representations for the recipient of this message. From a semiotic and communicative point of view, the sensory is dominated by two dimensions: esthesia and sociability. Taste is part of this structural paradigm (Giorgio Grignalfini). The subject-object semiotic relationship is dominated, in terms of taste communication, by multisensory and syncretism. JeanJacques Boutaud shows that the image of taste invests food objects with cultural and social values. The image of taste arises from the interaction between subject and object, as a social construct. Mass culture and new media offer “mythical” valences (Roland Barthes) to the construction of taste. The communication of taste updates, at the sychronic level of food discourse, its diachronic dimension, which calls on tradition and memory. In our work we aim to analyze the elements of the construction of taste in the communication campaign "Memory of taste" in relation to the rethinking tradition by the new Romanian cuisine.

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