The text focuses on the concept of lifestyle and the contemporary techniques for its construction. It traces the transition from Anthony Giddens’ concept of lifestyle (based on the reflective project of the Self) to the new forms of constructing the project for oneself with the help of the Internet and new technologies. The digital individuality is experienced as a fiction – everyone wants to be different, precisely because everyone is the same. At the same time, however, the search for uniqueness is achieved only through familiar, infinitely repeated forms. Today’s lifestyle is inevitably a combination of real and virtual elements, in which novelty is achieved through constant repetition and “improvement“ of what already exists.
LIFESTYLE TECHNIQUES IN A DIGITAL CONTEXT: FROM UNIQUENESS TO REPETITION
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Силвия Петрова
- [email protected]
- Югозападен университет „Неофит Рилски“
- България
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Силвия Петрова, родена през 1979 г., е главен асистент в катедра „Културология“ на Югозападния университет „Неофит Рилски“ и хоноруван преподавател в Софийския университет „Св. Климент Охридски“. Научните ѝ интереси са в областта на медиите, популярната култура и джендър изследванията. Била е гостуващ лектор в Университета в Палермо и в Департамента по политически и социални науки в Университета във Флоренция. През 2011 защитава докторат на тема „Новозаветни модели на женственост в българската лайфстайл преса“ във ФЖМК на СУ. Има редица публикации в полето на културата и медиите, сред които е монографията „Лайфстайл преса и женственост“ (2016).
Abstract:The text focuses on the concept of lifestyle and the contemporary techniques for its construction. It traces the transition from Anthony Giddens’ concept of lifestyle (based on the reflective project of the Self) to the new forms of constructing the project for oneself with the help of the Internet and new technologies. The digital individuality is experienced as a fiction – everyone wants to be different, precisely because everyone is the same. At the same time, however, the search for uniqueness is achieved only through familiar, infinitely repeated forms. Today’s lifestyle is inevitably a combination of real and virtual elements, in which novelty is achieved through constant repetition and “improvement“ of what already exists.
Keywords: медии, лайфстайл, идентичност, социални мрежи, виртуална култура
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