* Remember all in this blog is my personal private opinion. All written here do not pretend to be the truth in the last instance and even just the truth.
Originally this article was in Russian. I’ve found one little problem in the process of translation. There is no stable definition of the word “epatage” in English. However, I believe that this term most closely matches the above topic. Therefore, in the introduction I'll try to check some common aspects of the typical definition.
The word “épatage” has French origin. It is formed from the verb épater – to overwhelm, to bring a surprise. Epatage is defiantly scandalous, shocking, outrageous, behavior that violates generally accepted social and cultural norms. Do not confuse epatage and deviant behavior, as epatage is primarily a conscious action, but not the result of mental disorder, it does not carry destructive or self-destructive features and certainly not accompanied by social maladaptation. The sole purpose of epatage is self-advertisement and self-presentation. Consequently the “must” elements of epatge are publicity, watchers and the most important: epatage have to provoke subsequent discussion. Epatage as the way to popularity is the fastest method including for photographers.
