The thesis for Obtaining a Scientific Degree of Doctor in Fine Arts Sciences for the specialty 26.00.01 – Theory and History of Culture (Art Studies). – National Academy of Managerial Staff of Culture and Arts, Ministry of Culture of Ukraine, Kyiv, 2019.
The thesis presents a comprehensive study of the art history of glamor, its historical forms, and modifications in the context of European artistic culture. In the articulated concept of the author, glamor is considered as an artistic phenomenon aimed at unifying the aesthetic ideal and transformation of values and contains certain scenarios of behavior. The ambivalence of glamor as a product of artistic culture is due to its complexity, ephemerality, versatility and a certain aggressiveness, including the ambiguity of its understanding, the use of various methodological guidelines and principles, following the tasks or solved theoretical problems. The scientific problem of the presented dissertation is an interdisciplinary study of glamor as an artistic phenomenon, the definition of its essential specifics and glamor manifestations in the context of understanding the processes, trends, and factors in the development of modern art and modern forms of the aestheticization of being.
Based on the analysis of the theoretical heritage, it is proved that the conceptualization of glamor in scientific discourse involves the development of a conceptual-categorical apparatus, the use of which allows theoretically to substantiate and describe in detail glamor as an ambivalent artistic phenomenon, its values, historical dynamics, and forms.
The conceptual approach of research of glamor presented in the work made it possible to find out that the modern content of the concept “glamor” differs significantly from the etymological meaning in the original language, is used in various discourses (from everyday to scientific), has a wide range of meanings (which will probably increase) from the style in art to the new ideology of society. Since the conceptual “constructs”, which are mainly used by domestic science, were created mostly in modern times, some of them lose their cognitive potential as a result of the fundamental transformation of social being and globalization processes and require clarification of meaningful content.
In this paper, glamor is studied as an ambivalent artistic phenomenon that existed in world culture in the endogenous or exogenous form, in the process of cultural and historical development was modified, acquired new forms, the range of its functions and artistic practices expanded, the number of attribute properties increased. The essential feature of glamor is defined - visual demonstrativeness, which expresses the desire of a person or certain social strata to parade (visually demonstrate) body, clothing, works of art, luxury, wealth, success, position in society and the like.
It is proved that glamor acts as a middle aesthetic category, which is between the ugly and the beautiful, which explains the corresponding ambivalent perception of this phenomenon.
It is argued that glamor substitutes the classical canon of beauty, becoming the aesthetic ideal of modern society. Glamor attributes and techniques make it possible to make a glamorous “piece”, including artistic, successful, in demand in modern art markets.
