Fashion and power: fashionable subject as the subject of submission

The subject of the power traditionally accompanies the Western metaphysics. Articulated theoretically and empirically - as the connection of domination and subordination - it is firmly established in the horizon of political theory and philosophy of social analysis. In the interpretation of the "power" clearly there are two ways to theming: «hard» and «soft» version. The second was the most convincing expression in fukinianskoy model diffuse power relations represented by inequality and coercion. The power organized rhizomatic, suggests a new methodology for the analysis. It is based on studies of microphysics power interests and proceeds from the genealogical skyline views. It is therefore important to define those regions of the specialty for which the presence of asymmetry of power is not clearly negative values, but rather reveals positive effects. Fashion - one of them. On the example of fashion it is easy to trace intentsionalny correlation of her agent and those social dispositions which do the fashionable subject by the associate in the sociological and existential relations. The subject of fashion history - a good example of how social normateca and subjective preferences take the form of voluntary, mutually interested cooperation. Important for understanding the direction of such cooperation is the fact that the communicative horizon of contemporary sociality defined the strategy of consumption. In relation to fashionable history the power in the form of temptation and consumerist installation becomes the generating principle. The main thing for the researcher is the question of what transformed the political energy of the subject within the borders of fashion as a social institution.

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