Умение подражать - основной инстинкт, побуждающий моду развиваться

Подражательное поведение — довольно простая концепция. Человек наблюдает за окружающим миром, а затем копирует то, что видит. Мода распространяется во многом благодаря этому свойству человеческой природы. Без данной особенности мода не получила бы импульса к распространению и не стала бы объектом массового признания. Именно массовость — ключевая характеристика моды. Лихорадочное желание подражать вызывают модные тенденции, о которых мы говорим в главе 1, такие как передача информации через Интернет, глобализация вкусов и увеличение плотности населения за счет урбанизации, стремление быть похожими на известных людей.

Теоретики перформанса полагают, что подражание способствует распространению моды и культурной трансформации в более широких массах. Аналогично исследователи коллективного поведения называют подражание причиной, по которой мода стремится вперед. Исследователи кратковременных циклов, объясняя способность моды распространяться, зачастую ссылаются на инстинктивное подражание. Мода, таким образом, проходит путь от ранней инновационной фазы до признания широкими слоями населения.

Связующее звено

В заключение напоминаем, что теоретическим концепциям модных изменений близки многие научные дисциплины, каждая из которых обладает стройной внутренней структурой и идеальной логикой, если ее рассматривать отдельно от других. Специалисты, которых интересует природа модных изменений, будь то профессионалы в области моды или работающие в смежных областях, таких как социология, антропология, психология, найдут в этом многообразии ту теорию моды, которая будет полностью согласовываться с их научной позицией. Однако не менее важно помнить, что общие черты этих теоретических концепций принадлежат различным дисциплинам. Некоторые примеры такого объединения разных концепций мы и рассматриваем в заключительной главе, поскольку именно они — то связующее звено, которое объединяет нас, когда мы приступаем к изучению такого захватывающего предмета, как мода.

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