181 KB85 KB199120252015Žagar, Janjaštevilka:1letnik:25=76ISSN:0354-0316COBISSID:1840006URN:URN:NBN:SI:doc-E0HB9FZLslSlovenski etnografski muzejEtnolog. Nova vrsta (Ljubljana)fashionmodamodna industrijaoblačilna kulturaosebni videzModa - družbena vzgoja okusa|The negotiation relationship between fashion (or the fashion supply) and personal choice (and use) is one of the key elements of the notion personal appearance. The article follows the theoretical reflections, which explain fashion as a social discourse on what is proper and excellent, beautiful or ugly, masculine or feminine, healthy and respected ... in other words, as a social force or coercion that disciplines taste and defines suitable choices. The article illustrates how the fashion products and services, which selected stakeholders (mass media, producers and merchants) of the fashion industry use to create fashion and direct the consumers, are stratifiedPogajalsko razmerje med modo (oz. modno ponudbo in osebno izbiro (in rabo) je eden od ključnih gradnikov pojma osebni videz. Prispevek sledi tistim teoretičnim mislim, ki razlagajo modo kot družbeni diskurz o primernem in imenitnem, o lepem in grdem, o moškem in ženskem, o zdravem in uglednem ..., torej kot družbeno (pri)silo, ki disciplinira okus in primernost izbire. Prispevek ilustrira načine stratificiranja modnih izdelkov in storitev, s katerimi izbrani deležniki (množični mediji, proizvajalci in trgovci) modne industrije soustvarjajo modo in usmerjajo potrošnikaTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaSlovenski etnografski muzej