Die Dialektik der Chucks. Individuum und Masse in der Mode
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Studienarbeit aus dem Jahr 2009 im Fachbereich Soziologie - Konsum und Werbung, Note: 1,0, Freie Universität Berlin, Veranstaltung: Hauptseminar Individuum und Masse, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es, den scheinbaren Widersprüchen im Verhältnis von Individuum und Masse in der Mode theoretisch nachzugehen und die Ergebnisse am Beispiel des (ursprünglich) amerikanischen Schuhmodells Converse All Star, oder kurz Chucks, zu veranschaulichen. Zunächst findet dazu im Anschluss an die Einleitung eine Einordnung der Arbeit in die aktuellen wissenschaftlichen bzw. gesellschaftlichen Debatten statt. Anschlie end wird in Kapitel Zwei die Methodik der Arbeit skizziert. Das dritte Kapitel definiert die für diese Arbeit relevanten Begriffe und diskutiert Theorien zum Verhältnis von Masse und Individuum vor dem Hintergrund der Modethematik. In Kapitel Vier wird gezeigt, inwieweit sich generelle Erkenntnisse zum Spannungsverhältnis von Masse und Individuum auf den Bereich der Mode übertragen lassen bzw. welche Schwierigkeiten hierbei entstehen. Inwiefern kann die Mode die im Menschen divergierenden Sehnsüchte nach Individualität und sozialer Zugehörigkeit befriedigen? Im Anschluss werden die theoretischen Befunde empirisch überprüft. Anhand der Kampagne zum 100-jährigen Bestehen der Chucks wird exemplarisch veranschaulicht, auf welche Weise die Mode die Mode das Paradox von Individualität durch Massenware thematisiert bzw. überwindet. Diese Arbeit zeigt, dass eine Erklärung für das Paradox von Individuum und Masse in der Mode im Spannungsverhältnis der antagonistischen Bedürfnisse des Individuums zu finden ist, wie sie unterschiedliche Theorien zu Masse und Individuum aufzeigen.
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