FASHION AS SIGN AND SYMBOLIC CONDITIONALITY: PHILOSOPHICAL AND SOCIOLOGICAL ASPECTS
Keywords:fashion, consumer society, social phenomenon, sign, symbolic system, identity, standardized mass behavior
The article is dedicated to revealing the specific features of fashion as a system of cultural and aesthetic values, as well as a contradictory social phenomenon which plays an important role as a symbolic regulator of mass society. The purpose of this article is to study the mechanism of creation of the sign and symbolic world of fashion, new models and patterns of behavior, evident and hidden functions of fashion in the era of globalization. Attention is focused on the fact that fashion, as one of the central phenomenon of the modern world, has become an industry based on the principle of rationality, for the production of original trends, in line with the trends and challenges of modern times. It reflects social reality, and people who actively contribute to changing its fashion patterns set in motion models of social reality. It is the sociological study of fashion that can contribute to its most adequate description and explanation. This is due to the fact that the process of spreading and changing fashion patterns is characterized by the value attitude of people both to things and to other people. The result of such an attitude is the social division of people into groups. A fashionable thing, which is desirable for a person, at the same time becomes for him a desirable image of the social status and interpersonal relations to which a person aspires. The article analyzes modern fashion in terms of symbolic conditionality and symbolic reality characterized by features of sociality, temporality, ambivalence and spectacularity. The main attention of authors of the study is devoted to the analysis of the specific behavior of a human-consumer, for whom the sign and symbolic world of fashion is not only a means of self-expression, but also an opportunity to fill the spiritual vacuum and feel a lost sense of stability. Attention is also focused on the importance of solving the problem of ethics of responsibility of modern fashion, which is the determinants of all relations in the sphere of contemporary consumer society.
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