“Meals are extremely significant moments in forming a family’s values.”

Interview with Jean-Jacques Boutaud, semiotician

Since 2008, CADI has investigated the field of knowledge transfer by interviewing experts who agreed to supervize fifth-year students in carrying out their final degree projects. This is an effort to build up a corpus of testimonies to come to a better understanding of the collaborative and representative methods resorted to by innovation and creation players, taking into account economic, cultural and evrironmental trends. In March 2010, we evolved the print issues into an electronic…

Jean-Jacques Boutaud teaches Communications at the University of Burgundy and is an expert in semiology and semiotics. He is particularly interested in the art of dining and has written a series of books exploring the link between semiotics and communication. He is in charge of a research laboratory dedicated to communication within the sensible universe, and his team focuses on documenting topics such as image, mediation and the notion of sensibility in information and communication-oriented initiatives (LIMSIC).

1001 saveurs - final degree project by Morgane Bily, carried out with the help of Jean-Jacques Boutaud, 2008-2009

CADI: What is the difference between “sensory” and “sensitive”?

J.J.B: “Sensory” refers to all things related to the activity of the senses and sensations. The distinction between “sensory” and sensitive” is crucial. While it is possible to analyze how senses are solicited separately (smell, taste and touch), more and more researchers are studying them as combined to one another. This is what we call “synesthesia,” or how senses interact with one another.

“Sensitivity” revolves around the need to bring magic back into our daily life not only through sense – here understood as meaning – but also through our senses, sensations and emotions, thereby making all our activities – our work and our family life – if not pleasurable, at least positive and enriching. Of course, nobody wishes to suffer! However this is slippery ground and venturing on it is like opening Pandora’s Box. Even though today’s society is no easy place to live in, with countless problems, people still feel the need to bring magic back into their everyday life. As communications experts, we have a duty to answer this need.

Our activities also include a third area: the symbolic realm, which reaches beyond that of sensory matters and sensitivity and refers to the ideal construction of one’s self-image through our relationship with others. Symbolism always brings into play a rather problematic key issue: that of identity. The term ‘identity’ encompasses the identity of brands, places, objects and of all types of organizations or associations. Needless to say, these three dimensions are closely linked.

CADI: What core issues underlie the three main themes upon which your research activities are centered?

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