Contrary to popular opinion taste is not subjective. Taste is both natural and reactive. Taste is a way that we express our identity.
It is easy to understand natural taste preferences. Liking chocolate is not a subjective, it is a natural human reaction to chocolate. If taste were subjective it would not be surprising to find an equal number of people who disliked the taste of chocolate. People who profess a dislike for chocolate are reacting to something about chocolate, perhaps they are allergic to chocolate.
Taste is also reactive. It is a reaction to a stimuli, it is a reaction to memories, it is a reaction to the tastes of others. Feedback loops can develop in tastes. Taste can also become a reaction that something is not as good as we remember. We react to our earlier tastes, we might grow tired of aspects of them. Reactive taste choices occur in response to a wide range of factors and account for much of the diversity of taste. It is an interpretation of the reaction, favourable or unfavourable or to other associated aspects.
Perhaps these example of about chocolate are not taste but an aesthetic judgements of chocolate. Perhaps taste is more about fashion and identity.
Wittgenstein wrote: “Take the case of fashions. How does fashion come about? Say, we wear lapels border than last year. Does that mean that the tailor likes them better broader? No, not necessarily. He cuts it like this and this year he makes it broader. Perhaps, this year he finds it too narrow and makes it wider. Perhaps, no expression is used at all.” Lectures on Aesthetics II.8, Wittgenstein, Lectures and Conversations on Aesthetics, Psychology & Religious Belief (Basil Blackwell, 1966,Oxford)
Wittgenstein’s imaginary tailor might be more comfortable with hip-hop expressions like hardcore, old school (traditional) or wild style (eccentric) as these stylistic descriptions do not imply that one likes one trend or taste is better than another. Terms like ‘hardcore,’ ‘old school,’ ‘freestyle’ are useful in understanding that a culture is not a unified and timeless thing, but rather a cluster of emerging and past styles.
For taste is not just matters of aesthetics but about affinity or alienation, for example identifying with people wearing wide or narrow lapels. Taste is about identification, especially in taste in fashion.
Taste is a discourse that an individual is having with the culture that they are part of and with cultures that they are not a member. Janine Burke’s book, The Sphinx on the Table (Walker & Company, 2006, New York) is an examination Sigmund Freud’s art collection as a psychological and biographical analysis of his character. Burke uses Freud’s taste as a demonstration of both his personality as well as the way that he chooses to express it in society at the time.
Taste is the way that individuals define themselves within a culture. If taste were simply subjective then you would not be able to judge a person by their taste in music (see the Date Report “What Your Taste in Music Says About You On a Date”) any more than it you could judge them by a preference for fruit.