Читать книгу Essentials of Sociology - George Ritzer - Страница 30

The discussion of agency and structure leads to another basic concept in sociology: the social construction of reality (Berger and Luckmann 1967; Knoblauch and Wilke 2016). People at the agency end of the continuum are seen as creating social reality, basically macro-level phenomena, through their thoughts and actions. That reality then comes to have a life of its own. That is, it becomes a structure that is partly or wholly separate from the people who created it and exist in it. Once macro phenomena have lives of their own, they constrain and even control what people do. Of course, people can refuse to accept these constraints and controls and create new social realities. This process of individual creation of structural realities, constraints, and coercion then begins anew, in a continuing loop. It is this continuous loop that is the heart of agency–structure and micro–macro relationships, the social world, and the field of sociology.

For example, in the realm of consumption, it is people—as designers, manufacturers, consumers, and bloggers—who create the world of fashion (Entwhistle 2015; Mair 2018). However, once the fashion world comes into existence, that world has a great deal of influence over the social constructions, especially the tastes, of individuals who purchase the fashions it produces. Famous fashion houses such as Dior and Givenchy dominate the industry and perpetuate their existence through continual fashion changes. These companies—and, more important, the “fast-fashion” companies that copy and mass-produce their products, such as H&M, Forever 21, and Zara—control people’s tastes in fashion and thereby the nature of the clothing they buy and wear. Changing fashions are highly profitable for the companies involved. Consumers are led to be eager to buy the latest fashions, although most often in the form of relatively inexpensive fast-fashion knockoffs.

Of course, many people do not accept such social constructions; they do not go along with the constraints of the fashion industry. They do not wear what the industry wants them to wear, and they do not change the way they dress because of changes in fashion induced by the fashion industry. Many people have their own sense of fashion and create their own way of dressing. Others ignore fashion altogether. Of greatest importance from this perspective is the fact that the idea of what is in fashion often comes not from the fashion industry but rather from the ways of dressing that people put together themselves. These people, in a real sense, construct their own social reality. In fact, in a process known as “cool hunting” (Gloor and Cooper 2007), scouts for the fashion industry seek out new and interesting ways of dressing, often focusing on what young people in the suburbs and the inner cities are wearing. They bring those innovative ideas back to the fashion industry, and some of them are turned into next year’s fashions.