Hegemonic Theory Of Fashion

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Hegemony is the process by which a ruling group secures the consent of the ruled. Hegemony passes through cycles of emergence, establishment, renewal, and decline, and the hegemonic process will necessarily involve alliances and therefore compromises with groups outside the hegemonic class itself. Fashion hegemonises the society and creates a class of its own. The recently emerging, symbolic interactionist concept of social world offers a means for redressing this omission and for advancing further upon the ground opened by Herbert Blumer 's still exciting breakthrough in the ‘Sociology of Fashion’.
In the work on ‘Fashion from Class Differentiation to Collective Selection’, Blumer pursues two aims:
• to challenge the then prevalent functionalist
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Regardless of which of several deterministic theories of fashion some might want to invoke to explain "what underlies" the process, at the empirical level of the phenomenon itself (i.e., the way a fashion diffuses through a population) any researcher of fashion would have to allow that Blumer 's account of the process is a good deal more felicitous than any extant in sociology. For, time and time again, it has been shown that designers, clothing manufacturers, publicists and retailers, singly or in combination, are incapable of imposing a new fashion, that consensus in Paris often evolves into dissensus in Peoria, that seemingly strong fashion entrants expire on the way to the finishing line-witness the recent debacle of the late 80 's revival of the 60 's miniskirt! (Hall 1988) and, conversely, that weak starters have been known to finish so smartly as to leave their imprint on successive decades of fashion. Clearly, the collective groupings, churnings and uncertainties, the tentative by look, word of mouth and media report-defining, undefinings and redefinings are what the movement of fashion through a society is all about, and what Herbert Blumer captures far better than any other sociological thinker. As he states many times in one connection and another,
‘Any analytical scheme which fails to take into account the profoundly emergent character of this collective process is vague, shallow and
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