{"id":8945,"date":"2014-08-04T02:00:00","date_gmt":"2014-08-04T02:00:00","guid":{"rendered":"http:\/\/a-desk.org\/2014\/08\/04\/cupcakes2946\/"},"modified":"2014-08-04T02:00:00","modified_gmt":"2014-08-04T02:00:00","slug":"cupcakes2946","status":"publish","type":"post","link":"https:\/\/a-desk.org\/ca\/magazine\/cupcakes2946\/","title":{"rendered":"Arxiu: Cupcakes"},"content":{"rendered":"<p><em>A A*DESK sempre hem defensat que des de l&#8217;art es pot escriure sobre qualsevol cosa, per banal que pugui semblar, perqu\u00e8 pot aportar detalls per a una lectura en complexitat del m\u00f3n en el qual vivim. Els cupcakes poden ser un bon exemple d&#8217;aix\u00f2. Qu\u00e8 haguessin escrit Adolf Loos o Roland Barthes sobre les cupcakes? Poden aquestes madalenes decorades ser la guinda d&#8217;una contemporane\u00eftat (occidental) caracteritzada per un buit consumista i publicitari? Peio Aguirre escriu sobre tot aix\u00f2 en l&#8217;article, publicat el 26 de gener de 2013, que avui recuperem de l&#8217;arxiu A*DESK.<\/em><\/p>\n<p><img decoding=\"async\" class=\" alignleft size-full wp-image-7245\" src=\"http:\/\/a-desk.org\/wp-content\/uploads\/2013\/01\/tumblr_m8kp89edbX1ra1721o1_500.jpg\" alt=\"tumblr_m8kp89edbX1ra1721o1_500.jpg\" align=\"left\" width=\"670\" height=\"469\" \/>No sabem el que dos estetes de la quotidianitat com Adolf Loos i Roland Barthes, de viure en els nostres &#8220;temps interessants&#8221;, haguessin dit sobre aquesta moda recent del consum obsolescent d\u2019aquestes magdalenes o <em>muffins<\/em> decorades, tamb\u00e9 anomenades <em>cupcakes<\/em>. Segur que tots dos haguessin tingut alguna cosa a dir; el primer podria tranquil\u00b7lament treure el seu arsenal violent anti-ornamental, trasbalsat per la fantasia gratu\u00efta i decorativa de les magdalenes, mentre que el segon podria referir-se al despla\u00e7ament dels usos i costums a Occident. En abs\u00e8ncia d\u2019ambdues reflexions, nom\u00e9s ens queda estudiar el fenomen sense la menor de les culpabilitats. Els <em>cupcakes<\/em> s\u00f3n aquestes magdalenes acolorides i decorades al capdamunt que comencen a apar\u00e8ixer en centres urbans massificats de consum elevat, de manera que la seva simple aroma ja denota una immediata gentrificaci\u00f3 de la zona; tamb\u00e9 se les pot rastrejar en la publicitat, a trav\u00e9s de blocs o en tallers especialitzats. En la seva aparen\u00e7a resulten inofensives; gracioses petites magdalenes embotides en el seu paper de motlle amb sucre glacejat i acolorit i amb un exc\u00e9s de creativitat. El seu origen sembla ser anglosax\u00f3. Sense res en contra del seu sabor (el pa de pessic i la magdalena sempre es mouen en un radi gustatiu m\u00e9s que agradable) el que les fa realment detestables \u00e9s el seu gratu\u00efta iconicitat, que senzillament exal\u00e7a la buidor del consum i la publicitat.<\/p>\n<p>Un <em>Cupcake<\/em> seria com un dol\u00e7 postmodern a la manera antiga, \u00e9s a dir, un objecte dissenyat que significa per a la moda i l&#8217;estil actuals el que en el domini de l&#8217;arquitectura van ser el pastitx (Jencks), el retorn de la decoraci\u00f3 i l&#8217;ornament (Venturi), o fins i tot el kitsch (Graves). Des d&#8217;un punt de vista art\u00edstic i cinematogr\u00e0fic, tamb\u00e9 t\u00e9 referents; sens dubte Warhol els hagu\u00e9s empleat o, \u00bfpotser sigui necessari trobar, en aquest cim de la ironia post-postmoderna com \u00e9s <em>Maria Antonieta: La reina adolescent<\/em> (2006) de Sofia Coppola seva precisa apropiaci\u00f3 contempor\u00e0nia? Recordem l&#8217;escena en la qu\u00e8, a ritme de &#8220;I Want Candy&#8221; de Bow Wow Wow se succeeix una orgia acolorida de sabates i pastissos. Per\u00f2 potser en l&#8217;emerg\u00e8ncia actual del <em>Cupcake<\/em>, en tant que indicador de la moda retro tant en boga, s\u2019escauria assenyalar no un retorn estil\u00edstic sin\u00f3 m\u00e9s aviat un canvi en els h\u00e0bits de consum, que ja no troben en les franqu\u00edcies globals tipus Starbucks o Costa\u2019s un reclam per a la nova classe de joves experts amb aut\u00e8ntics radars per detectar all\u00f2 alternatiu, el nou-vell i les semi\u00f2tiques d&#8217;estil m\u00e9s sofisticades. Aquest consumidor \u00e9s el <em><a href=\"http:\/\/www.a-desk.org\/highlights\/spip.php?article1474\">hipster<\/a><\/em>, i s\u00f3n legi\u00f3. De la mateixa manera que un bigot hipster n\u2019\u00e9s un que es porta ir\u00f2nicament, per motius c\u00f2mics o est\u00e8tics, els <em>cupcakes<\/em> s\u00f3n &#8220;productes&#8221; igualment ir\u00f2nics, l&#8217;exc\u00e9s ornamental del qual \u00fanicament serveix a la gratu\u00eftat d&#8217;una creativitat retro-alimentada i sense cap altra aspiraci\u00f3 que la del perpetu consum.<\/p>\n<p><iframe loading=\"lazy\" width=\"640\" height=\"480\" src=\"http:\/\/www.youtube.com\/embed\/Zn93ABppvXE\" frameborder=\"0\" allowfullscreen><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A A*DESK sempre hem defensat que des de l&#8217;art es pot escriure sobre qualsevol cosa, per banal que pugui semblar, perqu\u00e8 pot aportar detalls per a una lectura en complexitat&#8230;<\/p>\n","protected":false},"author":1241,"featured_media":7245,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[6782],"tags":[],"coauthors":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Arxiu: Cupcakes &#8211; 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