Abstract: Dress is the basic material cultural component of our daily lives. Through clothing, individuals establish their sense of self as well as their place in society. The connections between dress and both individual and collective identities continue to be of interest to scholars and practitioners in the domain of its interdisciplinary appeal in anthropology of dress and fashion. The present study has been undertaken among the girls of the academic institutions in rural areas of North 24 Parganas, West Bengal. The objectives of the present study are to consider the patterns of dress and allied fashion as found among the girls of academic institutions in rural areas of North 24 Parganas under the study; to throw light on the formation of identities, norms and values around the dress and fashion followed in the present day and finally, to find the impact of urbanization and globalization on the existing pattern of clothing. During investigation it has been observed that besides their traditional dresses, the college going students under study occasionally choose various fashionable dresses through on line shopping, urban markets as well as shopping malls in the present days. There are social, cultural, socio-economic factors in the selection of dresses and fashions. Individuals try to wear dresses with social norms and cultural value. Finally, it is worth mentioning that the impacts of urbanization, modernization as well as globalization along with the influence of mass media play a vital role in this regard.
Keywords: Dress, Fashion, Institution, Girls, Rural, Identity, Tradition, Modernity, Urbanization, Globalization.
Title: Dress: Issues and Impacts under Globalization – An Ethnographic Study in the College Going Girls in Rural Areas of North 24 Parganas, West Bengal
Author: Nabanita Dhar, Dr. Abhijit Das, Jaydeep Mondal
International Journal of Interdisciplinary Research and Innovations
ISSN 2348-1218 (print), ISSN 2348-1226 (online)
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