Scientific journal
Название журнала на английском
ISSN 2500-0802
ПИ №ФС77-61154

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FASHION AS A FACTOR OF FORMATION SOCIO-CULTURAL IDENTITY OF THE PERSON IN CONDITIONS OF SOCIETY SYMBOLIC CONSUMPTION

Grishanin N.V. 1 Koniushenko E.V. 1
1 Saint-Petersburg University of Humanities and Social Sciences
The article is supposed to consider the phenomenon of identity of the person in conditions of a modern society of consumption, which contributes to better understanding the needs of individuals identify their aspirations in selfdetermination and self-realization. If the role of modern man is not in the designated entities and self-realization through the creation itself, and to realize their unique qualities, a man under the influence of fashion can fulfill their potential, to form an identity in society symbolic consumption. Fashion is creating a new type of consumer, for whom quality is more important things, a dream come true and new experience, and not a higher position in society and identification with the higher levels of society. Fashion today - a tool customize the people, not the resumption of social distance