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Trends and fads

How do mass media contribute to the development of new trends? Provide examples.

  1. Trend – is a fashion , current style, vogue. It can be general change in social behavior, an idea. Fad - an intense and widely shared enthusiasm for something, especially one that is short-lived; a craze.

  1. Malcolm Gladwell in his book “the tipping point” explores the movement when something becomes common and how products, ideas, messages and forms of behavior spread. He looks at the reasons why trends are similar in the way the develop to outbreaks of desaese, or medical epidemics. Epidemics, like trends, start in a very small way, may be from a single person with a virus, then spread very quickly until it takes over the population and appear to be everywhere. Eventually, they will slow down gradually or die out suddenly.

3. Connectors are people in a community who have wide social circles. They know a lot of people and like to introduce people to each other. The people they know also tend to come from a variety of social, cultural, professional and economic circles.

Mavens are people with a lot of knowledge to others. Mavens collect and gather onformation so are the first to pick up on new trends.

Salesmen are people wit charisma and powerful nefotioation skills. They have a “soft” influence over people rather than actual power. This means they are influential because people wanr to imitate them.

Mass media have a big role in contribution new trends, because they always need in advert. Everybody knows, that trend are sold very well. And wellsold things need in additional advert. If there are trends, there will be adver in mass media.

For example: such glossy magazines, as Vogue, ELLE, Tatler. They always contributed new trends, because they have a profit from it.

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