THE ROLE OF IMAGE IN CONTEMPORARY SOCIAL COMMUNICATION – WRITTEN CLOTHES: THE GRAMMAR OF CLOTHING LANGUAGE
THE ROLE OF IMAGE IN CONTEMPORARY SOCIAL COMMUNICATION – WRITTEN CLOTHES: THE GRAMMAR OF CLOTHING LANGUAGE

Summary/Abstract: Analyzing the contemporary existential context, it is found that individual identity is under the threat of social manipulation mechanisms that determine, in favor of globalization, the uniformity and standardization of individuals at the level of behavior, concerns and clothing image. The concern for the individualization of the person in the contemporary standardized space leads to a more in-depth research of the inner human mechanisms that generate the forms of non-verbal communication, like the visual language. Clothing choices are configured in relation to the concept of self-image and, at the same time, through the image of the person in the opinion of others. Clothing and fashion as a social phenomenon are means of permanent reconfiguration of the images in society, becoming, depending on the intentions, the mask of the wearer or the mirror of the authentic personality. In both ways, at formal level and through meanings of images, individuals use clothing to confirm their identity in social interactions, identifying the most suitable methods to reveal themselves to the world, whether they respect who they really are, whether, out of the need to camouflage a sensitive inner universe, they take on premeditated social roles, depending on the social situation in which they find themselves.

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