Między pięknem a kiczem. O glamour w kulturze masowej w wersji obrazkowej

Abstract

Glamour as aesthetics manifests itself in fashion, architecture and interior design. It is sometimes considered a style. By taking a look at a publication (TRENDY MODEL: Glamour) addressed to minors which propagates the style in the form of images and by describing it in the form of images with the use of substitutes indicated by Barthes (The Fashion System) which decide about the character of clothing, we reveal its characteristics. The alphabet of glamour which is reconstructed in such a way as well as the form of presentation are a testimony of contemporary culture: from dominating forms of perception, through models of beauty, to axiology. It is like a mirror which reflects updates of aesthetic categories (beauty, kitsch), concepts concerning the role of a body and sex and the fact that in our times self-determination is an obligation and a person has to undergo Proteus-like changes. The kitsch which can be observed in this style indicates that redefining identity and glamour are treated seriously in mass culture.