Fashion: the play of social meanings as the cynical strategy of consumption

The article presents the prospect of a new methodology of philosophical studies of fashion and fashionable subject. Application ideas of modern social theory, psychoanalysis and semiotics perspective on the subject of fashion and fashion statements aims diskursovization and categorization of fashion experiences, speaking independent methodological a priori possible ontology fashion consciousness. Outlined methods theming and methodological basis of the analysis of this type of consciousness through actualization of ideas about the structure of mental cynical, substantiates the horizon of sense and significance in shaping the discourse. In the center of discussion placed the subject of the speech, the desire and consumption. The question of the genesis of the structures subordinated to discussion of the problem of subjectivity of fashion identity. On the example of a phenomenon of fashion it is shown how the order of social codes and communications is articulated in individuals in the form of their own mentality and structure of their vital world.

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