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FASHION AS SOCIOCULTURAL PHENOMENON: ESSENCE AND SPECIFICS
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Zugura Yaganurovna Rakhmatullina
Bashkir State University
Azaliya Damirovna Maslovskaya
Bashkir State University
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Submitted:
March 31, 2014
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Abstract.
The article is devoted to the investigation of fashion as a sociocultural phenomenon actualizing under the conditions of postmodernism, manifesting itself in various spheres of human activity and cultural space: the appearance, behaviour, communication, environment and creativity of the modern individual. The authors analyze the essence, originality, values of fashion, its interactions with cultural traditions and the specifics of functioning in the changeable world and human life.
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Key words and phrases:
мода
феномен
общество
ценность
социальный престиж
социальная культура
постмодернизм
духовные и культурные новации
fashion
phenomenon
society
value
social prestige
social culture
postmodernism
spiritual and cultural innovations
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