Abstract
Being a powerful social trend glamour culture has significant effect on a high education that results in the phenomenon of glamorous education (glam-education). Prerequisites of this type of education are democratization of high school that introduces stereotypes of glam-culture in educational environment; commercialization of education that uses glamour as marketing instrument. The aim of this article is to reveal specifics of content, communicative, value, existential components of glam-education. In content dimension glam-education is characterized by reduction of fundamental component of education. Communicative practices of glam-education are filled with the spirit of hedonism, they articulate entertainment and recreational components of education as it is revealed in the article. The authors prove that in value dimension glam-education has the character of image benefit: the value of knowledge is replaced by its symbols (diploma, certificate). Glam-education is one of manifestations of existential crisis of personality in modern society because individual tries to compensate for his/(her) alienation from real qualifications and competencies by glam-image of his/(her) education.
Highlights
Being a powerful social trend glamour culture has significant effect on a high education that results in the phenomenon of glamorous education
The authors prove that in value dimension glam-education has the character of image benefit: the value of knowledge is replaced by its symbols
Education in the fields of natural science, mathematics, engineering sciences due to high intellectual capacity is less subjected to glamour affect than social and humanitarian education
Summary
It still includes such original meanings, like magic, enchantment, bewitching power (to cast a glamour over–to charm, bewitch). In modern English a verb “to glamour up”–to embellish, praise–is used. In the mass consciousness the concept of “glamour” is associated mainly with the image of vie belle, delighting person with its brilliance, amazing its luxury, impressive extravagance and shocking incident. It soon became evident that glamour is not just an aesthetic phenomenon or a kind of fashion. It has become a dominant type of culture–glamour culture (glam-culture) that manifests itself as a particular practice, psychology, ideology and lifestyle (Rudneva, 2010)
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