Zivile Sedereviciute

This article focuses on hyperreality as a phenomenon used in fashion communication. The paper elaborates on the philosophical approach of Jean Baudrillard towards hyperreality, and Georg Simmel’s ideas about fashion’s role in society. The continuity of these authors’ ideas in later works highlights their cultural longevity. From a philosophical perspective, both fashion and hyperreality derive from dualism. Jean Baudrillard defines hyperreality as a condition in which what is real and what is simulated are seamlessly blended together. Hence, it becomes complicated to distinguish them. Fashion, according to Georg Simmel, is also firmly based upon dualism – one power pushes us to bind ourselves to others while another pushes us to distinction. In fashion communication, hyperreality is often used to create a sense of desire and excitement around the brands and products. The effect of passion and the edge of reality combine and evoke many philosophical approaches. We discuss hyperreality as a new reality dialectically – looking for the opposing ideas that would contribute to answering the main question – do we unconsciously want to be deluded? This paper reveals the link between hyperreality as a philosophical approach and fashion communication uncovering the delusion as a human desire.

The European Union policy is geared towards fostering the diversity of cultural expression in its member states. Globalisation, cosmopolitanism and increasing mobility of the population have been destroying the fundamental values of nation-based states. The preservation of the ethnicity of the nation is becoming an increasing challenge. In Lithuania, where ethnicity has deep roots, many prominent representatives of the Lithuanian national revival, cultural figures, philosophers and pedagogues have emphasised the importance of national culture and the development of national identity in the educational space in order to preserve the foundations of the state and its future sovereignty. This is, therefore, becoming an important educational challenge. In 2009, the Ministry of Education, Science and Sport of the Republic of Lithuania adopted the “Strategy for the Development of Ethnic Culture in Educational Institutions”, which was specified in the action program in 2012. However, the modelling of civic education, especially the practical implementation process, faces challenges in the area of education, one of which is the lack of proper attention from participants in education and media. The empirical research reveals that the interest of Lithuanian youth in the history of the national and ethnic culture remains low. This shows that when implementing reforms in the country’s education system, it is appropriate to impart fundamental provisions of citizenship and nationality to the young generation in a consistent and attractive manner. The aim of the article is to present the expression of citizenship and nationality in the educational space of Lithuania and to provide guidelines for improvement of civic education based on research.