O consumo de moda e as mulheres de Fortaleza : identidade e relações sociais / FASHION CONSUMPTION AND WOMEN FROM FORTALEZA identity and social relationship

AUTOR(ES)

CAROLINA DE CASTRO COSTA

DATA DE PUBLICAÇÃO

2009

RESUMO

This research aims to investigate identities and social regulation by fashion purchase. Theories of mass consumption, globalization, identity, fashion and female shopping behavior are studied here. The methodology is based on the theory of social representations in order to reveals the meaning of fashion purchase, indicated by women from Fortaleza. The actual high level of consumption is an opportunity for this research. Fashion s language gives values, icons and symbols to women, what rises from their speech. The results showed five categories of social representations: wellness, physical image, social status, place and autonomy. As ways of personal identification, the search indicates women as hedonist, beautiful, social recognized, appropriated to the places and selfgovernmted. She is ruled by her feelings, body, society and place. Key words: female purchase, fashion, identity, social regulation

ASSUNTO(S)

vestuÁrio feminino psicologia social moda - dissertaÇÕes

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