Volvenko N. The role of the phenomenon of fashion in the process of formation of the political discourse: political and institution dimension

The object - this is the process to form the political discourse. The aim - to determine the role of fashion phenomenon in the processes of formation the political discourse in political-institutional context. Methods - this is the unity of general and special methods of political science; logical-historical, comparative etc. Theoretical and practical results - ecsplisitively theoretical and applicable aspects of fashion influence phenomenon on the processes of institualization of the political discourse. Novelty – it is based on the facts of the fashion phenomenon role in the process of formation; the dominative types of political discourses in the process of building of the Ukrainian state are distinguished; it is proved, that with the help of the means of fashion in transformation of the political discourses usually are the strategies of „simplifying” and „popularization”. Practical application - while preparing of the politological studying programs; while adoption of political decisions, connected with the communicative strategy and managing of the society. Sphere of use - the activity of the power structures, and social-political establishments.