Mode, senmodernitet, identitet

• A common discussion in the late modern era is the role that tradition plays concerning individualidentity. This forms a background to our article that focuses on consumer culture andone of its characteristics – fashion. To what extent does consumer culture and fashion contributeto the undermining of traditions, and how does this affect individual identity? Wediscuss two interpretations of consumption in shaping individual identity: the first interpretationmaintains that by consumption individuals obtain an increasing freedom of choicemakingthem free from the power of tradition, and thereby responsible for their lifestylechoices. According to the second interpretation, the free choice is illusory. This choiceisstrongly influenced by factors such as social class and producers’ manipulative skills. Contrastingclassical social theorists with contemporary fashion theory we argue that late modernfashion is characterized by quick changes and pluralism that often stand in contrast totradition. We further discuss the increased importance of taste and new diffusion patternsas signs of a more individualized fashion, and discuss neo-tribalism as a post-traditional kindof community.

Subject headings

SAMHÄLLSVETENSKAP  -- Sociologi (hsv//swe)

SOCIAL SCIENCES  -- Sociology (hsv//eng)

Keyword

fashion

late modernity

identity

taste

neo-tribalism

Sociologi

Sociology

Publication and Content Type

ref (subject category)

art (subject category)