“Mais feminista que eu?”: a construção de identidades feministas a partir do consumo cultural

Abstract

The emerging dissemination of feminist values in society, in recent years, has changed the relationship of individuals with the movement. In order to understand the current transformation of the feminist movement into a symbol of consumption, and to consider its possible impacts on the formation of identity, I define as general objective of this study: to analyze the process of building identities among young feminist women, based on their practices of cultural consumption. To achieve this objective, it would be necessary to a) analyze the process of approximation with feminism and the meaning of the movement in their lives; b) investigate the incorporation of the movement according to its engagement practices, perceptions of the concepts of beauty and the consumption of feminist products by young women; c) explore the circulation of feminism in the media; d) understand the symbology of consumption and observe how the appropriation of feminist signs takes on the group. Based on the studies of Nestor García Canclini and his socio-anthropological theory of Consumption (1999), I observed consumer relations through integrative, ritualistic and distinctive logics, and analyzed the identity issue through the bias of Stuart Hall (1991, 2000, 2007), Kathryn Woodward (2007) and Ana Carolina Escosteguy (2001). Methodologically, the data were collected from semi-structured qualitative research with seven women, residents of Santa Maria/RS, whose age range is between 18 and 20 years. As part of the results obtained, it can be observed that the consumption of narratives and feminist ideals, transformed, indeed, the social relations and lifestyle of the studied group. Through their consumption practices, the interviewed women seek alternative ways to deal with the rigid social attributions focused on the female gender. Communicating their positions based on their cultural consumption, ritualizing values through manifestations and distinguishing themselves through clothing and accessories. Finally, developing new perceptions about themselves and about the society where they are inserted.