La moda y el consumo como formas de comunicación. Transformaciones en el nuevo milenio

Abstract

Consumer society emerged around the 1920s and it has been consolidated after the Second World War. There fore, the fashion system began to be more democratic –in terms of scope– and inclusive –more national markets. Both facts produced a special form of communication in people’s daily life that it is patterned and coordinated by identifiable social and economic agents. At the very beginning of the new century the rules have evolved because of cultural and technological changes. We are watching a transition to new situations –new social agents, new social relations, new ways of communicating. At the same time, west ill can observe old rigid codes from fashion system and consumption that coexist with new social actors in an individualistic culture that are taking us to a different paradigm, which we will try to explain.