Формирането на демонстративността и престижа в българската култура през погледа на Иван Хаджийски
The Formation of Conspicuousness and Prestige in Bulgarian Culture as Seen by I. Hadjiyski

Summary/Abstract: The article discusses the concepts of „conspicuousness“ and „prestige“, which, though widely present in many modern theories, are still not properly defined, which, in turn, leads to a number of theoretical and methodological problems. The notions in question are also present in the work of I. Hadjiyski. The Bulgarian researcher used them in synchronic and diachronic perspectives in order to analyze the changes taking place in Bulgarian society before and after the Liberation. Through the prism of these concepts, it seems possible to identify a number of contrasts and contradictions inherent in the transition from traditional, patriarchal culture to modern bourgeois society. Using the hermeneutic approach, this article aims to reveal the complex multi- layered meaning that Hadjiyski attaches to these notions. Its implementation requires unraveling the network of its connections with other key concepts such as envy, recognition, means of showcasing wealth, mask, etc. Hadjiyski skillfully combines the historical and sociological approaches, taking into account the uneven pace of development of social subsystems and their impact on the formation of various ideal types, such as the parvenu, an aristocrat by induction, a value that has yet to prove itself. Through this prism, the imposition of conspicuousness and prestige is traced; it is achieved, on one hand, by borrowing or copying the cultural patterns of the foreign bourgeoisie and, on the other hand, by applying them on native soil through the monarchy and the emerging society of the royal court.

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