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B12 Rethinking Trends (project completed)

Rethinking Trends - Transcultural Flows in Popular Spheres

Koordination: Laila Abu-Er-Rub, Sebastian Gehrig

Zusammenfassung

Picture: "Spot Coca-Cola" From an advertisement provided by McCann Ericson, Shanghai Department(2005).

Picture: "Spot Coca-Cola" From an advertisement provided by McCann Ericson, Shanghai Department(2005).

Trends, i.e. popular flows of fashionable objects, concepts, and lifestyles, seem to be omnipresent. Popular media debate them, fashion scouts (try to) spot them, and crowds of people adopt and follow them. Conspicuous as trends may seem, they are elusive, contingent, highly temporal, fuzzy, and extremely hard to pin down. Employing existing and newly-devised approaches in a broad range of case studies, this Junior Research Group will focus on trends that have travelled and are currently travelling across cultures and/or national boundaries. Why trends manage or fail to attract a large audience in locations outside of their original "popular sphere" may strongly depend on the influence that producers, manufacturers, gatekeepers, and tastemakers exert. Yet, they all rely on agents, consumers in the most general sense, who take up a trend and may even demand, negotiate and appropriate trendy objects. Our research group will examine processes of transcultural trend making and breaking arguing that these may only be fully understood when analysed against the backdrop of their inherent as well as consciously and unconsciously manipulated asymmetries.

Picture: "Spot Coca-Cola" From an advertisement provided by McCann Ericson, Shanghai Department(2005).

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