Nas entrelinhas da moda: uma análise da experiência do consumo de moradoras do bairro São José, em João Pessoa - PB

Abstract

To make contemporary western societies centrality, consumption has become the reason of interest as sociological theme and centrality in the scientific field also won, becoming the subject of academic papers in various areas of knowledge in an interdisciplinary exchange. So, Bringing this broader debate about the centrality of the consumption in contemporary Western societies to the specificity of the studies on consumption and practices within the different social segments that examine these practices in different social strata reveal a set of own meanings that extend the studies on this topic, considering that for a long time managed by that logic material individuals of popular classes were disqualified as consumers, was denied to this social segment meanings themselves. In this sense, recognizing that the different social classes have differentiated representations and understanding the importance of knowing the meanings present in consumer practices of individuals, this research seeks to contribute to the debate about the phenomenon of consumption and its unfolding in the daily life of popular classes in the panorama of Brazil. We propose then reviewing the experience of consuming sets of a group of women living in a popular class neighborhood located in the city of João Pessoa, capital Northeast. We will show that this experience of consumption takes place based on the tension between the assertion of an identity as a way of denying the fashion and the search for social recognition that end up influencing the choices and consumption practices of these women.