The Communicative Potential of the Fashion: the Identity of Russian Users

Abstract

This paper analyzes the communicative potential of the fashion. Objectives: The aim of this project is the analysis of the communication space of fashion from the perspective of identity formation. Methodology: The main method that was used for the collection and analysis of empirical data, was the interdisciplinary approach. A survey was conducted on the platform UNIPARK. Content analysis of social networks dedicated to fashion, consisted of three blocks: the virtual case of verbal texts, visual media texts on the subject of the study; the communicative behavior of user. Results: Communication space of fashion includes a wide range of attributes, making the appearance (clothes, shoes, accessories, hair, makeup, etc.), behaviors (use of resources and technical capabilities of the web tools, social networking, environmental responsibility, civic engagement, etc.) Discussion and Conclusion. In the modern communication space of fashion individual motivations are inferior to the cultural and social communities, fashion determines the belonging to certain communities, fashion trends reflect the ever-changing cultural and social identity of the actors.