Izvestiya of Saratov University.

Philosophy. Psychology. Pedagogy

ISSN 1819-7671 (Print)
ISSN 2542-1948 (Online)

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Fashion and Language as Institutional Components of Daily Life

Frolova Svetlana Mikhailovna, Saratov State University

The research into the fashion formation stages in the article has allowed to trace the formation processes of behavioral and property preferences, as well as the development of the social rank hierarchy system. The study of the language practices significance has defined the importance of their role in the regulation and preservation of daily being order. Everyday language, as a clearly structured phenomenon firmly fixing the inherent system of ideas and communication, establishes, depending on social roles, the strict order of application, thus conditioning the institutional significance of its existence. Such phenomenon of modernity as consumption has the status of a language. The possibility of gaining material wealth and one’s appearance not only give the information on a person, which sometimes surpasses speech information, but also guide a layman on consumption rates. Thus, language and fashion are rule-proclaiming components that clearly determine institutional frames of daily being.

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