clark smith: #dwcc session on wine and music
Post on 05-Dec-2014
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Harmony & Dissonance
• Why aren’t “peak experiences” consistent?
• Why can’t winemakers make wine by recipe?
Shared attributes of wine and music
• Strong visceral appeal– Revenues from music exceed pharmaceuticals– There are no $1000 beers
• Non-linear preference patterns (sweet spots)
Consumer Preference
X
11 13.5 16
% Alcohol
X X
Alcohol Balance
Figure 1"Sweet Spot" Tasting of 1999 Syrah
reduced from 18.0% ethanol
0
5
10
15.5
15.4
15.3
15.2
15.1
15.0
14.9
14.8
14.7
14.6
14.5
14.4
14.3
14.2
14.1
14.0
13.9
13.8
13.7
13.6
13.5
13.4
13.3
13.2
13.1
13.0
12.9
12.8
12.7
12.6
Syrah % v/v ethanol
Jud
ge
(n=
22)
free
ch
oic
e fr
equ
ency
Shared attributes of wine and music
• Strong visceral appeal– Revenues from music exceed pharmaceuticals– There are no $1000 beers
• Non-linear preference patterns (sweet spots)• Strongly shared sense of harmony• Broad disparity of stylistic preference• Capacity to carry emotion • Contributing influences are all present
simultaneously
Listener’s backgroundexpectation of musical genres
Performer Composer
Instrumental Composition
MUSICAL APPRECIATION
STYLE
Taster’s backgroundexpectation of historical genres
OriginWinemaker
Varietal Composition
WINE APPRECIATION
STYLE
Clinical Tools for Cognitive Musicology
• Behavioral studies of brain injuries• Magnetic Resonance Imaging• Electro Encephalography• Positron Emission Tomography
“Blues” processing PET scan
Males
Females
Emotion
• Melody– anticipation leading to resolution
• Modality– Underlying mood
N.M. Weinberger’s case subject “I.R.”:
• Bilaterial damage to temporal lobes, auditory cortex
• I.Q. and general memory normal• No language difficulties• No melody recognition or recollection• Emotional reactions completely normal!
Melody and intrinsic moodfunction separately!
Different wines
carry different emotions!
Emotion• Melody
– anticipation leading to resolution• Modality
– Underlying mood• Harmony cascade
– Parasympathetic (“relax”)– Frontal lobe rewards– Euphoria
• Dissonance cascade– Sympathetic (alert!)– Limbic system (fight or flight)
Blood and Zatorre, 2001:
• PET scan images while listening to musical intervals
• C / G (perfect fifth)– Reward System– Parasympathetic relaxation
• C / C#– Fight or flight system– Sympathetic alert system
Thalamuscharacterizesstimulus
Stimulus
Thalamuscharacterizesstimulus
DISSONANCE
HARMONY
Limbic System(danger)
FrontalLobes(RewardSystem)
0.1% Alcohol Difference!
Fields of the Phenomenon
Individual
Group
Experiential Analytical
The experience itself
Clinical observations, explanations & theories
Shared experience:
-How are we alike?-How are we different?
Social implications
-Advertising-Use in promoting our image
www.PostmodernWinemaking.com/WineAndMusic
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