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April 11, 2005

焼酎と物語消費

今日は友人と昼飯を食べながら、どこかにおいしい話はないものかというくだらない話をしていた。すると友人が「地酒ブームに乗っかって、地元の地酒をオークションに出して数倍の価格で売りつける人達がいる」という話を聞いた。
私は日本酒や焼酎は飲まないのでそれほど地酒ブームが今すごいのかどうかさえも正直良くわからない。しかも日本酒や焼酎の銘柄とその値段も全然知らないのでオークションで検索しても状況が良くわからない。

しかし焼酎などに関しては、「クラシックを聞かせて寝かせた」とか書くと売れるらしい。そんなことして本当に意味あるのか、本当にクラシックは聞かせてたのかとか疑問ではある。しかし、クラシックを聞かせたという物語を焼酎に持たせる高値で結構売れるらしい。いわゆる、物語消費という呼ばれるものである。

物語消費は大塚英志が『物語消費論』で言ったのだそうだ。何でも、物語消費とは「個々の商品の背後には大きな物語がある」のでそれを消費するということらしい。例としては、ガンダムやエヴァンゲリオンなどの世界観を堪能するものが挙げられる。しかし、焼酎のクラシックを聞かせたなどは世界観の消費と言うのはあまりに言い過ぎであるとは思う。しかし、焼酎に付随した小さな物語を消費することは受けているようだ。

物語消費とは世界観を消費すると言うのは話によると結構意味が広い。以前人に聞いた話によると、物語消費はその商品の歴史などもまた消費することも指すらしい。例えば、投資をする際などにその会社の沿革などを調べたりするが、それもまた物語り消費なのだそうだ。またテレビを見ていたらライブドアのHPのアクセス数が伸びているらしいが、一番見られているのはライブドアの会社概要である。これもまた物語消費に該当すると思う。さらに、1つの店で何でも出来てしまうワンストップショッピングなども物語消費に該当するかもしれない。そのワンストップショッピングが出来る店まるごと消費しているのだから…。

あまりにも範囲が広すぎて、何かもうわけわからない。もう全部が物語消費なのでないかなどと考えたが、それもどうも違うのだそうだ。利益額だけなど会社の知りたい部分だけを調べることなどは物語り消費には該当しないからだ。つまりその商品全体を消費するのではなくて一部分だけを消費する方法があるのだ。

今日はもう疲れたのでココまでにしよう…。続きは次回に書くことにしよう…。

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