ITALY IN TREND: SURMOUNTING OF THE CULTURAL EXCLUSION

Abstract

The results of this study are based on the reflection, which takes as its object the phenomena of exclusion and re-actualization, connected with the historical process of restoration of identification self-respect. «The European and world scenario» has been radically changed after the World War II. The gap in the Italian culture identification code has been eliminated through the adoption of the informational potential of new media discourse. After its identity as a potential political superpower failed, Italy revived in the media discourse as a «fashion»superpower, as an unobtainable object of desire. Notwithstanding apparent heterogeneity of goals, Italy indeed rapidly created a «cultural moment» (Antonio Gramsci), which has allowed Italian patterns to step outside the national borders and to overcome its cultural exclusion. Since then, for more than five decades, these patterns have been developing Italian symbolic capital, constructing new mythology, and influencing collective memory. The authors drive attention to three aspects of this process: the role of fashion for Italy in the processes of identification re-inclusion; the power of corporeality in the philosophy of everyday life; the embodiment or exclusion of tradition in the social and cultural sphere.