Motivation for "tattoo" or what justifies the costs of self-expression of an individual
Research Article
How to Cite
Medvedeva E.I., Kroshilin S.V. Motivation for "tattoo" or what justifies the costs of self-expression of an individual. Science. Culture. Society. 2024. Vol. 30. No. 3. P. 78-93. DOI: https://doi.org/10.19181/nko.2024.30.3.5 (in Russ.).
Abstract
The purpose of the article is to identify new trends in the perception of tattoos in modern society with an additional focus on analyzing the motives for making decisions about their application, including the financial aspect of the costs of this type of self-expression of an individual. The object of the study - dominant reasons/factors of tattooing in modern realities. Subject - modern trends in the perception of tattoos by different categories of working Russians with a focus on identifying contradictions between self-actualization through tattooing and emerging obstacles from society. The authors use analytical approaches and statistical methods of comparison in analyzing secondary and obtaining primary data on the studied problems. Data from the authors' 2023 surveys were used as primary data. The method of content analysis of statements during the thematic discussion on the portal of pedagogical community was also used. As the research has shown, the situation within society is ambiguous. A significant number of Russians are interested in self-expression through tattooing, but society still has a traditionally wary attitude towards tattoo wearers, especially those employed in social sectors. For tattoo wearers, regardless of their professional credentials, there are often significant barriers to employment and career advancement. Despite this, the study shows a growing trend in the number of tattoo wearers. Those who have already got them earlier are ready for further financial expenditures for renewal of old and application of new tattoos. The amount of money that respondents plan, want and can spend on tattooing, despite the difficult economic situation, reaches 100 thousand rubles. The results of the study can be practically significant for scientists, specialists, as well as researchers of consumer behavior of Russians from the point of view of economic aspects of decision-making on new types of goods and services and the formation of spending on self-expression.
Keywords:
consumer, consumer behavior, tattoo, tattoo motivation, tattooing, individual positioning, self-expression
References
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2. Atkinson M. F., Young K. Flesh journeys: neo primitives and the rediscovery of radical body modification. Deviant Behavior. 2001;22(2):117–146. DOI: 10.1080/016396201750065018.
3. Laumann A. E., Derick A. J. Tattoos and body piercings in the United States: a national data set. Journal of the American Academy of Dermatology. 2006;55(3):413–421. DOI: 10.1016/j.jaad.2006.03.026.
4. Nekipelova V. A. Tattoo as a popular identification symbol of the 21st century. Sovremennaya shkola Rossii. Voprosy modernizatsii. 2022;(3-2):47–48. (In Russ.).
5. Dickson L., Dukes R., Smith H., Strapko N. To ink or not to ink: the meaning of tattoos among college students. College Student Journal. 2015;49(1):106–120.
6. Makievskaya Yu. Yu. Tattoo culture among the youth of Russia and China. In: Khismatullin D. R. (ed). Science and Innovation — modern concepts: coll. of sci. art. based on the results of the International Scientific Forum (Moscow, April 10, 2020). Moscow: Infiniti; 2020. P. 66–72. (In Russ.).
7. Volkova A. I. Tattooing as a part of the centuries-old history of mankind. In: Introduction of best practices and practical application of the results of innovative research: coll. of art. of the International Scientific and Practical Conf. (Novosibirsk, June 05, 2021). Ufa: Aeterna; 2021. P. 312–324. (In Russ.).
8. Vorobyeva E. S. Tattooing as an object of sociological research. The Journal of Sociology and Social Anthropology. 2016;19(3):148–161. (In Russ.).
9. Sobkin V. S., Lykova T. A. The prevalence of tattoos among students of secondary schools: sociopsychological aspects. Psychological Science and Education. 2021;26(5):101–115. (In Russ.). DOI 10.17759/pse.2021260508.
10. Zozulenko A. A. The influence of copyright principles on the work of tattoo artists taking into account the peculiarities of Russian legislation. Biznes i obshchestvo. 2023;(3). (In Russ.).
11. Kopylova P. E. Tattooing in the history of culture and medicine. In: Youth science and modernity: proc. of the 85th International Scientific Conference of Students and Young Scientists (Kursk, April 23-24, 2020). Part III. Kursk: Kursk State Medical University; 2020. P. 87–90. (In Russ.).
12. Khrenova M. V., Oturgasheva N. V. Tattoo as an element of modern art. In: Intellectual potential of Siberia: 27th Regional Scientific Student Conference: col. of sci. papers (Novosibirsk, September 23-25, 2019). In 2 parts. Part 1. Novosibirsk: Novosibirsk State Technical University; 2019. P. 329–330. (In Russ.).
13. Piccinini P., Pakalin S., Contor L. [et al.]. Safety of tattoos and permanent make-up: final report. Luxembourg: Publications Office of the European Union; 2016. JRC101601. DOI 10.2788/011817.
Article
Received: 04.03.2024
Accepted: 30.09.2024
Citation Formats
Other cite formats:
APA
Medvedeva, E. I., & Kroshilin, S. V. (2024). Motivation for "tattoo" or what justifies the costs of self-expression of an individual. Science. Culture. Society, 30(3), 78-93. https://doi.org/10.19181/nko.2024.30.3.5
Section
Research of socio-cultural processes in civil society
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