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Napso M.D. [Fashion as a subject of the sociological analysis] World of Science. Series: Sociology, Philology, Cultural Studies, 2021, Vol. 12, No. 2. Available at: https://sfk-mn.ru/PDF/11SCSK221.pdf (in Russian).

Fashion as a subject of the sociological analysis

Napso Mariana Davletovna
North-Caucasus State Academy, Cherkessk, Russia
E-mail: napso.marianna@mail.ru

Abstract. Object of the analysis of article is the fashion in sociological understanding. The fashion is investigated as the major social phenomenon having deep influence on all area of social relations, on consciousness and behaviour of individuals. Inconsistent characteristics of a fashion are considered, character of its consequences for individual and collective life is traced ambiguous. Sights of scientists — G. Simmel, G. Lipovetsky — about essence of a fashion, its demand are investigated by society. The fashion is analyzed from the various points of view: as the adaptation and socialisation mechanism, as the identification and self-identification tool, as the form of demonstration of the social status, success in its wide understanding, as a way of social regulation. It is underlined «imitative» property of a fashion thanks to what there is a process interiorisation the individual of social installations confirmed by a fashion and valuable orientations. The importance of a fashion as social compiler thanks to what the individual acquires sociocultural norms which underline individuality and similarity to others is shown. Ability of a fashion to delimit people with simultaneous underlining of their originality that testifies about дуалистической to the nature of the given phenomenon comes to light. «The effect of infiltration» fashions which acts as the factor erasing social distinctions is traced so-called. Variability of a fashion is investigated, the unity in it of new, historical time corresponding to fashionable imperatives, and traditional is traced. Influence of a fashion on processes of formation of personal space is shown, its role in minimizing the risks arising because of a social dissatisfaction by life is considered. The abstract character of a fashion shown in discrepancy with objective requirements and the leader to occurrence of various forms of social loneliness is underlined.

Keywords: fashion; imitation; fashion trend; brand; «effect of infiltration»; social distinctions; identification; symbol

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