The novelty of the presentation of the material is to identify patterns of perception of visual information in the modern world, which is carried out through the selection of fashionable samples and cultural standards, which allows us to characterize the individual significance of a person.
The practical significance lies in the application of the analysis of the role of fashion in the translation of cultural values and horticultural transformation, which is important for the implementation of horticultural fashion projects in the Omsk region.
Novelty of material consists in detection of regularities of perception of visual information in the modern world which is carried out through a choice of fashionable samples and cultural standards which allows to characterize the individual importance of the person. Practical value is in application of the analysis of a role of fashion in translation of cultural values and horticultural transformation that is important for implementation of horticultural projects on fashion in the Omsk region.
TEXT OF SCIENTIFIC WORK
CULTURE OF FASHION IN THE CONTEXT OF RUSSIAN IDENTITY
The article discusses the directions of the interaction of fashion and culture, aspects of the formation of Russian identity in modern conditions of society.
The practical significance lies in the application of the analysed of the role of fashion in the translation of cultural values and horticultural transformation, which is important for the implementation of horticultural fashion projects in the Omsk region. Keywords: fashion culture, self-determination, Russian identity, value, self-identification, fashion patterns, cultural standards.
Fashion with its categories of values has become one of the types of communicative language between people of different nationalities, a kind of marker of belonging to modern multi culture. The importance of fashion in horticultural interaction is manifested in the form of the principle of its implementation: fashion, which is a standard accepted by the majority, leads to an increase in mutual understanding between people and helps to increase the social integration of society.
The world is entering an era of individual participation of the masses not only in the perception of visual information, but also in its creation, modeling, transformation into an integral part of work, leisure, everyday communication, everyday operations and demonstrates the connection of the social experience of mankind and personal visual culture. Moreover, the problem of differentiation of personal values, acceptance and alienation of friends and foes in culture, profession, religion, nationality, i.e. in any community is more than relevant.
The ability of a person to identify and manifestation of identity is a significant factor in the movement of society and the development of the individual. Identity is the result of a person’s understanding of himself “as such,” established through the allocation of “significant others” for himself.
1.The basic for a person to form his identity is his determination of his attitude to “strangers” and, accordingly, to “his”. A person’s understanding of himself “as such”, as a person implies the establishment of both his own distinction from other people and his similarity with them in accordance with the signs characterizing his identity, which, in turn, is absolutely necessary for him to remained “himself” in a changing world.
On the one hand, identity can be considered as a certain sum of personal qualities, on the other hand, there is a certain similarity, a kind of label that allows a person to identify with a certain group, structure their cultural values with other people. Today, stereotypical concepts as a “cultural” person and a “fashionable” person allow us to navigate in the social space.
For one century, fashion has become a phenomenon of mass culture, its influence encompassed all spheres of life, and she herself acted as a universal means of transmitting cultural experience. Clear signs of cultural life are associated with vibrant fashion symbols. Fashion culture covers many areas of human life, fashion trends apply to tourism, the economy, health, cooking, design, art, etc. In this regard, fashion acts as an instrument of socialization and personal identification, a cultural regulator that permeates the entire human lifestyle today.
2.The processes taking place in modern fashion – fashion for style, fashion as a way of life, fashion as an example of a new youth aesthetics – show that the value of exclusivity is actualized in fashion. Fashion is not satisfied with the role of the mechanism of translation of samples, but claims to be credible in the translation of cultural values, outlining the field of possible choice of individual style.
The worldview and worldview of modern man is formed with the development of a fashion culture in various areas of society.
Understanding of identity is undergoing a rebirth under the influence of global electronic communication with it, addressed to each requirement of “software rewriting” of understanding one’s place in life. For this reason, the role of fashion is growing as one of the most important mechanisms for changing cultural personality patterns, standards of human behavior, as a kind of identical unit of society. Self-determination of a person occurs in the form of a set of conflicting opportunities for establishing one’s identity.
3.In fact, the outside world offers to choose one or another desired identity, abandoning others.
According to the analytical scheme of P. Berger, who suggests paying attention to the role and dynamics of the four forces of modern cultural globalization – the business elite, the club culture of intellectuals, mass culture and mass social movements.
In this case, it is fashion, both mass and individual, that is the most important tool for choosing people’s self-identification in collective communities. In the transformation of a fashionable suit one can most fully see belonging to a particular community, group, category of people of a certain social or cultural status. Modifications of a fashionable suit from classic to avant-garde clothing are a convenient way to mimic the appearance.
Fashion is a powerful factor in the formation of taste. Social groups are identified by their cultural tastes or abilities. The existing variety of fashionable patterns allows a person to make their own choices. Dialectic ally, the external form is responsible for the internal content, therefore, as a necessary element of culture, an integral part of people’s lifestyle, fashion can significantly represent the changes taking place in society and consistently act as a kind of indicator of sociocultural transformation and form a multicultural identity.
Fashion, being a process of imitation, is included in the understanding of culture and society. According to Y. Kavamur, imitation of representatives of the lower strata of society of the style standing higher on the social ladder forces the latter to demonstrate their superiority with the help of regular innovations in clothing to emphasize their difference from imitators.
The result is a potentially infinite loop of simulations. To this are added endlessly alternating fashion trends, overcoming language barriers, resolving cultural contradictions, assimilating folk traditions and characteristic current accents. Fashion is today a well-known cultural phenomenon, which in the context of the development of society forms new types of personal and social identities.