Handbook on the Experience Economy
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Handbook on the Experience Economy

Edited by Jon Sundbo and Flemming Sørensen

This illuminating Handbook presents the state-of-the-art in the scientific field of experience economy studies. It offers a rich and varied collection of contributions that discuss different issues of crucial importance for our understanding of the experience economy. Each chapter reflects diverse scientific viewpoints from disciplines including management, mainstream economics and sociology to provide a comprehensive overview.
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Chapter 23: Experiencing everyday life anew: applied theatrical and performative strategies

Gry Worre Hallberg and Olav Harsløf


In this chapter we examine and discuss the concept of the experience economy as an indicator of the need for spaces (in-between) that allow for an aesthetic, sensuous and poetic mode of being in the midst of everyday life. This approach is rooted in critical theory and a phenomenological understanding of experience. The production of surplus value is viewed as the continuous dominating principle of current Western society. This principle leads, as emphasized by Weber and the early Frankfurt School, to a fundamental de-enchantment of the life-world of modern man and to the dominance of the premises of the economic rationality. However, the French sociologist and phenomenologist Maffesoli supplements this viewpoint when he argues that we are currently witnessing a re-enchantment of the world where the aesthetic mode of being is activated in everyday life (2007). In our opinion the experience spaces amplified by the experience economy can be seen to encourage such re-enchantment, and it is the unfolding of the aesthetic dimension (Baumgarten, 1750–58 [1986]; Guillet de Monthoux, 2004; Kirkeby, 2007) within these spaces that can be understood to contribute to the deep and full quality of the spaces.

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