DECORATIVENESS AND FUNCTIONALITY AS THE ORGANIZING PRINCIPLES OF FEMININE CONSUMER PRACTICES IN THE CLOTHING AND FOOTWEAR MARKET

Authors

  • Лилия Ваитовна Сулейманова St. Petersburg State University, 7–9 Universitetskaya nab., St. Petersburg, 199034, Russian Federation

DOI:

https://doi.org/10.21638/11701/spbu12.2016.105

Abstract

One of the elements of the culture of consumer society is the myth of female beauty. According to this myth, female social self-confidence is achieved through beauty which is not an inborn characteristic but a result of active and skillful consumer behavior in the market of the beauty industry. The strategy of the struggle for beauty manifests itself in different forms, among which an important place is held by the priority of decorative features in relation to functionality. This study is based on the concept of social drama. The presentation of femininity occurs in the context of everyday and festive performances in which appearance is transformed in a costume that provides performance of freely chosen or prescribed roles. This model was tested in the empirical study of students in St. Petersburg. Refs 8. Figs 2.

Keywords:

beauty myth, femininity, consumption, the social drama concept, functionality, decorativeness

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References

Литература

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References

Wolf N. Veauty myth. How Images Of Beauty Are Used Against Women. London, Vintage, 1991, pp. 15–24.

Giddens E. Ustroenie obshchestva: Ocherk teorii strukturatsii [Th e Constitution of Society. Outline of the Theory of Structuration]. Moscow, Academic project Publ., 2005, pp. 174–189. (In Russian)

Levin K. Teoriia polia v sotsial’nykh naukakh [Field theory in social science]. Transl. E. Surpina. St. Petersburg, Rech’ Publ., 2000, 365 p. (In Russian)

Il’in V. Potreblenie kak diskurs [Сonsumption as a discourse]. St. Petersburg, Intersotsis Publ., 2008, pp. 123–151. (In Russian)

Gofman I. Predstavlenie sebia drugim v povsednevnoi zhizni [Th e Presentation of Self in Everyday Life]. Moscow, Kanon-press-ts Publ., 2000, 304 p. (In Russian)

Goffman E. Gender Display. Goffman Reader. Eds C. Lemert, A. Branaman. Oxford: Blackwell Publ., 1997, pp. 208–227.

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Burd’e P. Prakticheskii smysl [Th e Logic of Practice]. St. Petersburg, Aleteiya Publ., 2001, pp. 159–174.

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Published

2016-07-08

How to Cite

Сулейманова, Л. В. (2016). DECORATIVENESS AND FUNCTIONALITY AS THE ORGANIZING PRINCIPLES OF FEMININE CONSUMER PRACTICES IN THE CLOTHING AND FOOTWEAR MARKET. Vestnik of Saint Petersburg University. Sociology, (1), 48–57. https://doi.org/10.21638/11701/spbu12.2016.105

Issue

No. 1 (2016): VESTNIK OF SAINT PETERSBURG UNIVERSITY. Series 12 . SOCIOLOGY

Section

Sociology of culture

License

Articles of "Vestnik of Saint Petersburg University. Sociology" are open access distributed under the terms of the License Agreement with Saint Petersburg State University, which permits to the authors unrestricted distribution and self-archiving free of charge.