Good taste: the embodied normativity of the consumer-citizen

In political theory citizens are defined as being willing to serve the 'common good' while consumers are supposed to seek 'pleasure'. The two terms pull in different directions, so that adding a hyphen is not enough to craft a figure capable of acting in ways that are generous as well as gratifying. This, or so I will argue, is linked with the understanding of the body that lurks in the background. The idea is that the body is naturally greedy. It only acts 'properly' if norms are imposed on it from the outside. To interfere with this understanding, I seek help from advertisements for 'good food' as well as from ethnographic research into the way bodily pleasure (rather than being innate) is being shaped in socio-material practices. It might as well be shaped in wise, sensitive and responsive ways. This leads me to suggest that, in theory, we experiment with a 'consumer-citizen' whose normativity is literally incorporated. I propose that, despite the caveats, we might call this normativity good taste.