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Philosophical Thought

Fashion as the “collective choice”

Napso Marianna Davletovna

Professor, the department of Philosophy and Humanitarian Disciplines, North Caucasian State Humanitarian Technological Academy

369000 Russia, Cherkessk, Pereulok Odessky 5, unit #88

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Abstract: The object of this article is the phenomenon of fashion; the subject is fashion in Herbert Blumer’s sociological concept, as well as its modern interpretation. The work examines the social aspects of fashion, role of the various actors in its production and functioning, dependence of fashion on the specificity of historical time alongside its changeability and return. This article presents fashion as the consistent and rational phenomenon, as the factor of social prestige and success, as well as demonstrates its presence in all of the segments of society. The author examines the functions of fashion and their stipulation by the social practice. The methodological foundation consists in the principles of objectivity and systematicity, which allow demonstrating fashion as an integral and controversial phenomenon. The scientific novelty lies in substantiation of a thesis about fashion as the crucial social phenomenon. The problematic field of this work allows formulating the following conclusions: 1) fashion is the most important social trend and public demand; 2) the “engine” of fashion is the processes of the “collective choice” as a combination of actions of various actors.

Keywords: elite, class differentiation, actor, collective taste, collective choice, fashion, success, prestige, requirement, mainstream
This article written in Russian. You can find full text of article in Russian here .

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