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FASHION IN THE FOCUS OF FRENCH SEMIOTICS OF THE PASSIONS // ΠΡΑΞΗMΑ. Journal of Visual Semiotics. 2015. Issue 1 (3). P. 78-83

This paper presents a prospects of new methodology for social and philosophical research of fashion on the example of the french semiotics of the passions of A.J. Greimas and J. Fontanille. The reception of their ideas shows the ways of future possibilities of investigations in the sphere of fashion and the fashionable consciousness. The thematization of the concept of the passion will make it possible the presentation of subject of fashion as the configuration of different emotional experience, which influences on choice of subject. The position of A.J. Greimas and J. Fontanille is analysed as the methodological base for description the structure of mind and discurse.

Keywords: fashion, semiotics of the passions, A. J. Greimas, J. Fontanille, thymus, subject of fashion