Культурологічний Вісник

ISSN 2413-2292 (Online), ISSN 2413-2284 (Print)

DOI: https://doi.org/10.26661/2413-2284-2019-1-39-15

ПІБ автора(ів)FULL NAME
Семко Яна СергіївнаSemko Yana
аспірантка кафедри філософії, соціології та менеджменту соціокультурної діяльності
ДЗ «Південноукраїнський національній педагогічний університет імені К. Д. Ушинського»
(м. Одеса, Україна)
Ph. D.-student, department of Philosophy, Social Studies and Sociocultural Activity Management,
South Ukrainian National Pedagogical University named after K.D. Ushynsky (Odessa, Ukraine)
Типологічна систематика суб'єктів гламуруTypological systematics of glamor actors
В статті досліджується сутність гламуру, що став для сучасного масового суспільства обумовленою реальністю. Гламур, надаючи «особливий окрас» сучасному капіталізму, поділяє суспільство на нові групи. Логіка гламуру базується на ідеї особистого успіху та спотворює сенси суспільного та особистого буття людини. Сучасна масова людина перебуває у просторі тотальної симуляції. Метою дослідження є спроба типології системних суб'єктів гламуру у сучасному українському суспільстві. Оскільки будь-яка класифікаційна система працює в парадигмі свого часу, то множинність основ таксонів суб'єктів гламуру була проаналізована в контексті об'єктивних трансформацій сучасного соціуму. Темпоральний розрив природи і культури, імперативно заданий викликом техногенної цивілізації, став онтологічною причиною в ґенезі антропологічної складової амбівалентності homo glamuricus.The article explores the essence of glamor, which has become a conditional reality for modern mass society. The aim of the study is to attempt a systemic typology of glamor actors in modern Ukrainian society.
Currently, glamor is already understood in the problem field of modern humanities as a phenomenon that needs to be described and studied. In modern culture, glamor has already acquired a rather clearly defined status and is considered as an independent cultural phenomenon. As part of the implementation of glamor as a strategy of human behavior, we analyze a special sociocultural type represented in modern post-industrial society – «homo glamuricus».
There are a number of differences between the initial stage of glamor functioning and its current state. If earlier the media activity of «glamorous persons» was provided by their professional activities, in modern society the sphere of activity of the «glamor person» moves to the area of leisure and entertainment. The boundaries between the areas of «private» and «public» are blurred even more.
Glamor is understood by us as a holistic lifestyle that exists in different manifestations: this is a special relationship to things, the following of fashion, a certain sphere of professional occupations, the ways of organizing leisure. Glamor is a lifestyle that positions itself as elitist. Therefore, carriers of style emphasize the exclusiveness of the glamorous quality of life, its inaccessibility for all but the elect.
Since any lifestyle is built according to the rules (that is, it includes the recommended behaviors, the way of dressing, the ways of organizing leisure), the presence of manuals describing the recommended practices of everyday behavior seems to be normative and explainable. At present has been published a sufficient body of literature, which covers the functioning of glamor and its representation in human behavior at the end of the 20th and the beginning of the 21st centuries.
The first thing on which the reader’s attention is concentrated on by the analyst of glamor is the «elusiveness» of glamor, its special charm. Glamor is elusive in nature, it has an elusive magnetism that is easy to spot and recognize. Different authors, writing about the phenomenon of glamor, agree that the beginnings of glamor do not lie in the plane of external influences (plastics, cosmetics or costume images), but in the sphere of spirit. Thus, it is not natural affiliation to glamor that is emphasized by virtue of an attractive appearance or a certain financial situation, but the possibility of acquiring it through training. On these grounds, the rules of glamor are formed, which regulate the behavior of the «glamor person».
In the design of the glamor image a significant place is given to external attractiveness. The image of old age is outside the coordinate system defined by glamor, since it does not correspond to the external attractiveness, considered by this style as a standard. However, old age is not only wrinkles, loss of posture and the presence of chronic diseases, but it is also a huge store of life experience, which is thus isolated from this lifestyle.
Comparison of a man with a deity, and his body with a temple in glamor achieves its absolutization. The rules for caring for your own body are clearly defined, and their non-observance entails the loss of external charm, which is unthinkable for glamor. Experts in the field of glamor, however, realize that modern glamor is cruel to their adepts. Modern man must suffer in the name of approaching glamor, and experience the ecstasy of his glamor. Pleasure for him is not a gift from above, but a daily duty, labor service.
гламур, онтологія, реальність, типологія, модель суспільство споживання, бренд.glamor, ontology, reality, typology, consumer society model, brand.
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Для цитування | For citation:
Семко Я.С. Типологічна систематика суб'єктів гламуру / Я.С. Семко // Культурологічний вісник: Науково-теоретичний щорічник Нижньої Наддніпрянщини / Гол. ред. М.А. Лепський; Запорізький національний університет. – Запоріжжя: КСК-Альянс, 2019. Випуск 39. Том 1. C. 112-120.