After a rockin’ (and seriously informative) series of podcasts from Leonard J. Paul, a Drrty South banger dropped by SO! Regular Regina Bradley, and a screamtastic meditation from Yvon Bonenfant, our summer Sound and Pleasure series serves up some awesomeness on a platter this week with the return of Steph Ceraso, who makes us wish all those food pics on instagram came with recordings. Take a big bite out of this! –-JS, Editor-in-Chief
Lightly I tap the burnt surface with a cold metal spoon until it cracks; it fractures like a fine layer of sugary glass; silent, smooth custard mixes with the sticky sweet crunch of the caramelized shards.
An otherwise bland and unmemorable dessert, crème brûlée is always my go-to treat. The sonic pleasures of this indulgence keep me coming back: the tapping, cracking, crunching.
Though the taste and visual presentation of food usually get most of the hype, it’s no secret that sound can amplify the enjoyment and delight of eating. Indeed, sound has become an increasingly important ingredient in the design, advertising, and experience of food: from “junk” food to gourmet dining. What is especially fascinating and disconcerting about this strategic use of sound is the powerful connection between pleasure and sensory manipulation. To my mind, the myriad ways sound is employed to manipulate perceptions of food underscores the need to pay more attention to when, how, and why sound influences our thoughts, feelings, and sensory experiences.
* * *
Food engineers and marketing teams have been taking advantage of the pleasures of sound for years. Rice Krispies’ “Snap, Crackle, Pop” trademark has been around since the late 1920s. And of course there are Pop Rocks, my favorite sounding retro product. The carbonated sugar crystals were invented in the 1950s, but thanks to commercials that celebrated the candy in all of its sonic glory, Pop Rocks’ popularity reached a fever pitch in the 1970s and it’s still going strong today. The official Pop Rocks website boasts that the product continues to be the “leading popping candy brand worldwide.”
Sound is a crucial part of the pleasurable experience of food’s packaging, too. Consider Pringles’ famous “Once you pop you can’t stop” slogan. A neatly stacked chip cylinder with a pleasant-sounding lid is marketed as a refreshing alternative to crinkly chip bags.
Designing sound for the things that contain food may seem like a silly marketing gimmick, but the sounds of packaging can make or break the product. For instance, in an attempt to make its SunChips brand more environmentally friendly, in 2010 Frito-Lay introduced a compostable chip bag. Consumers found it to be ridiculously noisy and complained. The bag had so many haters, in fact, that a facebook group called “SORRY I CAN’T HEAR YOU OVER THIS SUN CHIPS BAG” attracted nearly 30,000 fans. Sales fell, and the financial loss caused Frito-Lay to go back to the un-environmentally friendly bags. Just this year, the company introduced yet another version of the compostable bag. It’s too early to tell if consumers will deem its sound acceptable.
While many companies strive to hit the right note when it comes to the pleasurable sounds of food and its packaging, recent research on taste and sound has been more focused on how external sounds affect the experience of eating. In a noteworthy study, the food company Unilever and the University of Manchester found that the experience of sweetness and saltiness in food decreased in relation to high levels of background noise (perhaps one of the reasons that airplane food generally sucks). They also identified a correlation between the increased volume of background noise and the eater’s perception of crunchiness and freshness.
Additionally, the Crossmodal Laboratory at Oxford University run by professor Charles Spence got a lot of press for discovering that low-pitched sounds tend to bring out bitter flavors while high-pitched sounds heighten the sweetness of food. Go grab a snack (chocolate or coffee work best) and you can try this experiment for yourself.
Armed with scientific knowledge, many chefs and entrepreneurs have been teaming up to put these ideas into practice. For a limited time London restaurant House of Wolf served what they called a “sonic cake pop.” The treat came with a phone number that presented callers with the choice of pushing 1 for sweet (to hear a high-frequency sound) and 2 for bitter (to hear a low-frequency sound). The experiment was a success. People seemed to want to hear their cake and eat it too. The same Guardian article reports that Ben and Jerry’s plans to put QR codes on its packaging so that customers can use their smartphones to access sounds that compliment the flavor of ice cream they are eating.
For some, making sound a more prominent feature of eating experiences is more than a fun experiment or savvy marketing strategy: it’s a full-blown artistic performance. World-renowned chef Heston Blumenthal uses sound to draw attention to the holistic sensory experience of dining. His dish “Sound of the Sea,” for example, consists of seafood, edible seaweed, tapioca that looks like sand, decorative shells, and an iPod so that diners can listen to the sounds of the ocean.
Blumenthal has also performed sound experiments while eaters spooned up his bacon and egg ice cream (Yep. That’s a thing!). When the sound of bacon frying in a pan was played, people rated the bacon flavor of the ice cream to be more intense than the egg flavor, and vice versa when the sound was clucking chickens.
In a similar vein, Boston chef Jason Bond and composer Ben Houge have paired up to create food operas, or what they call “audio-gustatory events.” They use real-time musical scoring techniques based off of Houge’s work in video games to design eating experiences that explicitly link sound and taste.
Clearly, when it comes to the pleasures (and displeasures) of eating, sound matters. I’ll admit that I’m a fan of the more imaginative, experimental uses of sound in experiences like the food opera or Blumenthal’s edible sonic creations. There is a sense of play and discovery in these designed experiences; and, people know what they are signing up for and willingly choose to participate. Such endeavors have the potential to heighten participants’ sensitivity to how sound figures into eating and other kinds of everyday activities.
Yet, along with the sonic branding and marketing of edible products, these experiments raise some troubling questions about the relationship between pleasure and sensory manipulation: When is it wrong or unethical to use sensory manipulation to create pleasurable experiences? At what point does manipulation become pleasurable? Is all pleasure a form of manipulation?
Perhaps more significantly, the ways that people are applying scientific knowledge about sound and taste opens up another can of worms: What are the implications of trying to standardize pleasurable sounds via commercial products? What kinds of bodies are invited to participate in pleasurable sensory experiences, or not? I’m thinking particularly of individuals who are deaf and hard-of-hearing, or who have different cultural cues when it comes to recognizing a sound as “pleasurable.”
The sounds of food do not necessarily have to be engineered to be pleasurable. However, because new information about the relationship between sound and other senses is being used to explicitly and implicitly manipulate our experiences, it seems that there is a real need for cultivating a keener, more critical sensory awareness. This means questioning when, how, and why sound is being employed to create pleasurable experiences in a range of products and environments; it means paying careful attention to the ways that sound interacts with all of our senses to influence everyday experiences. So, the next time you’re having what seems to be a simple “feel good” eating experience, be sure to open your ears along with your mouth.
Featured image by Flickr user Wizetux, CC BY 2.0
Steph Ceraso received her doctorate in 2013 from the University of Pittsburgh, specializing in rhetoric and composition, pedagogy, sound studies, and digital media. In addition to being a three-peat guest writer for Sounding Out!, her work has been featured in Currents in Electronic Literacy, HASTAC, and Fembot Collective. She is also the coeditor of a special “Sonic Rhetorics” issue of Harlot. Her current book project, Sounding Composition, Composing Sound, examines how expansive, consciously embodied listening and sonic composing practices can deepen our knowledge of multimodal engagement and production. Steph will be joining the faculty in the English department at the University of Maryland, Baltimore County this fall. You can find more about her research, media projects, and teaching at http://www.stephceraso.com.
REWIND! . . .If you liked this post, you may also dig:
On Sound and Pleasure: Meditations on the Human Voice— Yvon Bonenfant
It was a crisp Saturday night in late-October. I was probably seven or eight. My brother and I were sitting on the couch watching “It’s the Great Pumpkin, Charlie Brown” for the zillionth time.
And then we heard it.
To our stunned ears, it seemed as though my parents’ bay window, situated directly behind us, had shattered to pieces. But, mysteriously, it was still there, in tact.
Our tiny nervous systems were not prepared for this sonic assault, especially because it didn’t make sense. We stared in disbelief at the window for a minute, waiting for it to spill its shards. When we got enough courage to get up and peer out the front door, we saw the lanky silhouettes of teenagers running away into the dark of the trees. Piles of dried out corn kernels were scattered all over the porch like empty shells. We had been corned.
“Corn-ing,” a longstanding Halloween tradition in the suburbs of western Pennsylvania, is a popular prank in which kids sneak up to houses after dark and throw pre-hardened corn kernels at their windows, producing a truly startling sound effect. Corn-ing’s treat lies in the sonic trick—corn is able to convincingly sound like something else entirely. Thinking back on my experiences as both a victim of and participant in corn-ing, it occurs to me that this prank is sonic through and through—from listening for farmers in the corn fields before snatching husks from their crops, to locating one’s corn-ing partners in pitch black environments by the sound of the kernels bouncing rhythmically in their backpacks.
When early October rolled around each year, it was like an alarm went off in the heads of the kids that lived in my neighborhood. October meant it was time to procure ears of corn from the farms located on the outskirts of our Wonder-Years-ish suburb. In the days before we had our drivers’ licenses, this was an arduous task. We’d have to ride our bikes on the hilly back roads in mid-day (night time was too scary after we’d seen Children of the Corn), ditch them in the woods near the fields, and listen carefully for any signs of life in the corn—farmers, animals, blood-thirsty fundamentalist Christian children named Malachi, etc.
We couldn’t rely on our sight in these instances because the corn was so tall. We had to stop filling our backpacks every so often and listen for sounds of danger—for the rustles and crunches of stalks.
After our backpacks were filled to the brim, the preparation process began. The corn would sit for weeks in our garage, getting harder and harder. Once it became pebble-like in consistency, we’d shuck it back into our backpacks, listening to the pinging sound as it accumulated. On Friday afternoons, anxiously waiting for the sun to go down, we’d talk strategy. We decided that corning old people was out of the question. Even in our pseudo-delinquent state, we realized that sound had consequences—that spooking someone could give them a heart attack. So we mostly stuck to mean neighbors like old man Haybee, who was notorious for the unsightly cursive green “H” that was bolted to his chimney like a garish fast food sign. He never gave out candy to trick or treaters, so he was basically asking for it. Once a plan of attack was developed, it was time to suit up in all-black clothing and put on our packs. As soon as the streetlights came on, we were off.
My memories of these adolescent adventures are predominately sonic—the crunch of the fallen leaves, pounding hearts and nervous breathing, barely muffled laughter, and of course the sound of corn making contact with glass. Indeed, the success of the prank was measured in sound. The louder the sound the corn produced, the louder the aftermath tended to be. It was a true victory if dogs barked, or if people came out of their houses to yell. “You damn kids better run!” they would scream, sometimes only half seriously. And we did. We ran for our lives, despite the oppressive weight of the corn on our backs.
Click for the sound of sorn-ing: corn-ing
I wanted to capture the sounds of a real corn-ing experience to include here, but I quickly realized what an incredibly stupid idea that would be (what you heard, by the way, was the sound of me and my neighbor corning our own apartment building). As an almost 30-year-old Pittsburgher living in a fairly rough neighborhood, sneaking up to people’s houses at night in order to produce startling noises would most likely result in an encounter with police or violence of some kind. In the suburban environment of my adolescence, the sound of corn-ing was associated with a silly prank. Neighbors came to expect (and even get a kick out of) this Halloween tradition. In an urban environment in which the corn-ers are no longer in their teens, however, the sound of corn-ing would most almost certainly be interpreted as an aggressive or threatening act.
This just goes to show that different configurations of sound, spaces, and bodies (particularly raced and classed bodies) can result in vastly different understandings about what it means to share sound in a community. In Pittsburgh, I find myself constantly bombarded with the sounds of emergency and panic—police and ambulance sirens, firetrucks, helicopters. In my community’s soundscape, loud, startling noises are definitely not associated with fun and folly. Rather, they are a constant reminder of the looming danger that apparently surrounds me, as well as the incessant surveillance and policing of the city. This does not leave much room for sonic play.
This is not to say that there was no danger in corn-ing the burbs. For instance, this recent tragedy, in which a corn-er accidentally was hit by a car, happened in a suburb not far from the one where I grew up. Back when I was pitching corn, my best friend Courtney was once tackled by a man who thought she was slashing the tires of his truck (she was really just hiding behind a tire with a fistful of corn). And my brother Matt and I often found ourselves taking cover in the neighbors’ shrubbery waiting for the town patrolman to finish his watch. But I’d imagine that these war stories would not even come close to the dangers of corn-ing in the city. It is clear that the effectiveness of corn-ing as a prank is contingent upon the specific time, season, location, and culture in which its sounds occur.
Perhaps the real trick of sound, then, is that the context of its sounding can completely transform its effects and affects. But if you can get the sounds in sync with the right context, well, then you’ve got yourself a real treat.
Steph Ceraso is a 4th year Ph.D. student in English (Cultural/ Critical Studies) at the University of Pittsburgh specializing in rhetoric and composition. Her primary research areas include sound and listening, digital media, and affect. Ceraso is currently writing a dissertation that attempts to revise and expand conventional notions of listening, which tend to emphasize the ears while ignoring the rest of the body. She is most interested in understanding how more fully embodied modes of listening might deepen our knowledge of multimodal engagement and production. Ceraso is also a 2011-12 HASTAC [Humanities, Arts, Science, and Technology Advanced Collaboratory] Scholar and a DM@P [Digital Media at Pitt] Fellow. She regularly blogs for HASTAC.