“Hoje eu quero ver quem gasta mais”: consumo, masculinidade e distinção na cultura hype

Abstract

This Master's thesis aims to analyze the male audience who consume luxury brands and perform this consumption online and offline. In general, the objective is to discuss how masculinity and the relationship with clothing considered “luxury”, the dynamics of identity and distinction construction are articulated. From ethnography, image analysis and participant observation inside and outside digital media (in Facebook groups and at the Sold Out fashion fair), we seek to understand how clothing is an important vehicle that expresses and directs behavior, discussing how this consumption is produced through a pattern of ostentation.