Дендизм як культ візуальної демонстративності та підґрунтя "гламурної філософії"
Dandyism as a cult of visual ostentation and the basis of the "glamorous philosophy”

Summary/Abstract: The purpose of the work is to find the similarity between such phenomena as glamor and dandyism. The article was a continuation of the study of historical continuity of visual ostentation, in particular glamor, which is considered as one of the phenomena that penetrates into all spheres of modern social system. In this context, dandyism is of considerable interest as a socio-cultural phenomenon, based on visual ostentation, as a phenomenon, in which the main components are based on the visual "effects": lifestyle, appearance, demeanor, body art, etc. It hypothesized the existence of relationship between the phenomena of dandyism and glamor. The methodology of the study consists in a combination of the principle of interdisciplinarity, which allowed using the main theoretical achievements not only of philosophy and cultural studies, but also linguistics, semiotics, social psychology, etc., in analyzing the ideology of glamor and dandyism and a systematic approach, according to which it is possible to consider the "ideology" of glamor, as a complex multi-aspect sociocultural phenomenon. Scientific novelty consists in broadening the concept of the origin of modern sociocultural phenomena, in particular glamor. Conclusions. It is proved that glamor and dandyism are related and united by the following: visual ostentation; lack of a stable conceptual reference (the conceptual vagueness of such concepts as "dandyism" and "glamor"); artificiality, theatricality, illusory; symbolism and the presence of certain codes (in dandyism, as in glamor, it does not matter what the inner world of a person is full of, the main thing is skill, "disguise", to conceal true feelings, sensations, emotions, thoughts, etc.).

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