SOCIO-PHILOSOPHICAL “DRAMATURGY” FASHION SHOWS

Abstract

Shows of new collections of clothes have long been not only an integral partof the fashion industry, but also important socio-cultural events - as artistic acts with a specific social orientation. These acts always have signs of performativity and are implemented in a suitably organized space. This allows them to be seen as theatrical performances: with the stage, actors, directing, set design and, of course, with the audience. Communications that arise within these performances often go beyond them, and influence various cultural processes and the formation of specific social relations. Considering the ability of such events to reflect some features of modern society and, at the same time, influence their formation, the studies of this phenomenon within the framework of the subject of social philosophy, which studies the essence and forms of social reality, are relevant.The purpose of this study is a socio-philosophical analysis of theatricality offashion shows in the context of sociocommunicative manifestations of culture and social temporality. The methodological strategy for achieving this purpose is the concept of theatricality of the sociocommunicative manifestations of culture. This concept implies an understanding that theatricality arises only when there is an act of communication between people (that is, when there is an “actor” and a “public”).Conversely, communicative acts acquire the features of theatricality whenever there is a need to improve the effectiveness of communication. This approach (which is the scientific novelty of the research) allowed notonly to establish that theatricality was always inherent in the fashion collections, but also to reveal the tendencies to the emergence of new forms of presentation.The main objectives of such shows are: improving the efficiency of communication between designers and viewers, as potential consumers of the products offered; expansion of the communicative space of the fashion industry, which is caused not only by commercial considerations, but by understanding the role of fashion in socio-cultural processes.Socio-philosophical understanding of the theatricality of fashion shows, asseparate events/performances, show a tendency to implement in them a social theme with the display of current issues that arise before modern society. Comparison of the dynamics of seasonal changes in fashion with the dynamics of changes in society gives reason to talk about the temporality of “dramaturgy” in the “theaters” of fashion and social being.