Naslov
THE FACE MASK AS A CULTURAL OBJECT AND CREATIVE PRODUCT: MULTIPLE MEANINGS OF LOCKDOWN CREATIVITY AND PANDEMIC CHIC

Autori
Topić, Martina ; Geiger Zeman, Marija ; Zeman, Zdenko

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Creative Future Insights: Book of Abstracts / Holy, Mirela ; Medić, Rino - Zagreb : VERN' Group, 2021, 36-36

ISBN
978-953-8101-07-6

Skup
Creative Future Insights 2021 – Creative Industries and Experience Economy

Mjesto i datum
Zagreb, Hrvatska, 13.09.2021. - 14.09.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Domaća recenzija

Ključne riječi
face mask, coronavirus, culture, everyday interactions, creativity, cultural object, creative product, fashion

Sažetak
Creative industries and fashion are an important sector of the new economy. Since the appearance of the pandemic caused by the coronavirus, it is evident that, 1) the dialogue between culture and fashion never ends ; 2) fashion should be viewed as an “ongoing challenge of negotiating and navigating through multiple ambiguities and contradiction” (Kaiser 2015: 1) ; 3) fashion innovation is (often) associated with utilitarianism (Rabimov 2020). The focus of the cultural analysis is a protective face mask that became a cultural norm during the pandemic period (Kiggins 2020). Just as we cannot speak of coronavirus as an “independent and fully autonomous actor”, so we cannot think of the mask as a cultural object outside the historical and cultural context (Inglis & Almila 2020: 5). Wearing a mask is not a new phenomenon and it should certainly be viewed in a layered intersectional way taking into account the socio-cultural context, cultural codes and meanings, functions and social categories. During the current pandemic situation, the face mask as a cultural object by official medical and public health authorities becomes a marker of public health (Scott 2020). Of course, the mask as a protective object in the recent pandemic conditions has become an object imbued with many ambivalent and often contradictory meanings that call for interdisciplinary analysis (Martinelli et al. 2020 ; Schoepflin 2020). Viewed in the context of the fashion industry, creativity and authorial expression, the non-surgical face mask in a pandemic context has become a “design challenge” (Colorado Face Mask Challenge) transforming from protective equipment into an everyday clothing item and a normative fashion accessory that in the context of creative industries has the status of “a cultural and creative product” (Chen, Chen & Jan 2009).

Izvorni jezik
Engleski

Znanstvena područja
Sociologija

POVEZANOST RADA