Slovenski etnografski muzej

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Fashion – the social construction of taste

The negotiation relationship between fashion (or the fashion supply) and personal choice (and use) is one of the key elements of the notion personal appearance. The article follows the theoretical reflections, which explain fashion as a social discourse on what is proper and excellent, beautiful or ugly, masculine or feminine, healthy and respected ... in other words, as a social force or coercion that disciplines taste and defines suitable choices. The article illustrates how the fashion products and services, which selected stakeholders (mass media, producers and merchants) of the fashion industry use to create fashion and direct the consumers, are stratified.