Discourses of genderless fashion for men: masculine performativities and moral economy of consumption in São Paulo

Detalhes bibliográficos
Autor(a) principal: Bachega Casadei, Eliza
Data de Publicação: 2020
Outros Autores: Rufino, Carina Borges
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista dObra[s]
Texto Completo: https://dobras.emnuvens.com.br/dobras/article/view/1151
Resumo: This paper studies the crossings between discourses that support advertis-ing campaigns of genderless fashion for male public in order to delineate discursive op-erations that circumscribe the term “genderless” as well as the masculinities summoned from this type of production. As a research corpus, we chose the Instagram advertising campaigns from São Paulo brands Synchron and Cë, from January to August 2019. As methodology, we combines French Discourse Analysis with the theoretical assumptions of the moral economy of consumption. It is possible to observe that a series of a series of marks or indications of other discourses articulate these campaigns as the accountabili-ty of brands for social causes articulated to a monological and individual perspective of politics via consumption; and the construction of a genderless fashion that links ideals of subordinate masculinities to the legitimation of hegemonic masculinity.
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spelling Discourses of genderless fashion for men: masculine performativities and moral economy of consumption in São PauloDiscursividades da moda agênero para homens: performatividades do masculino e a economia moral do consumo no cenário agênero paulistanoConsumptionGenderlessMasculinitiesConsumoModa AgêneroMasculinidadesThis paper studies the crossings between discourses that support advertis-ing campaigns of genderless fashion for male public in order to delineate discursive op-erations that circumscribe the term “genderless” as well as the masculinities summoned from this type of production. As a research corpus, we chose the Instagram advertising campaigns from São Paulo brands Synchron and Cë, from January to August 2019. As methodology, we combines French Discourse Analysis with the theoretical assumptions of the moral economy of consumption. It is possible to observe that a series of a series of marks or indications of other discourses articulate these campaigns as the accountabili-ty of brands for social causes articulated to a monological and individual perspective of politics via consumption; and the construction of a genderless fashion that links ideals of subordinate masculinities to the legitimation of hegemonic masculinity.O presente artigo estuda os cruzamentos entre discursos que sustentam cam-panhas publicitárias de moda agênero voltadas para o público masculino com o objetivo de delinear as operações discursivas que circunscrevem o termo “agênero” e as masculini-dades convocadas a partir desse tipo de produção. Como corpus da pesquisa, escolhemos as postagens veiculadas no Instagram, no período entre janeiro e agosto de 2019, das marcas paulistanas Synchron e Cë. A partir de uma metodologia que combina análise do discurso de linha francesa com pressupostos teóricos da economia moral do consumo, é possível observar que uma série de indícios de outros discursos articulam tais anúncios como a responsabilização das grifes por causas sociais ligadas a uma perspectiva mono-lógica e individual de política via consumo; e a construção de uma moda agênero que vin-cula ideais de masculinidades subordinados à legitimação da masculinidade hegemônica.Associação Brasileira de Estudos e Pesquisas em Moda - Abepem2020-08-03info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://dobras.emnuvens.com.br/dobras/article/view/115110.26563/dobras.v14i29.1151dObra[s] – revista da Associação Brasileira de Estudos de Pesquisas em Moda; v. 14 n. 29 (2020); 374-3942358-00031982-0313reponame:Revista dObra[s]instname:Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)instacron:ABEPEMporhttps://dobras.emnuvens.com.br/dobras/article/view/1151/636Copyright (c) 2020 Eliza Bachega Casadeiinfo:eu-repo/semantics/openAccessBachega Casadei, ElizaRufino, Carina Borges2020-08-05T19:07:39Zoai:ojs.dobras.emnuvens.com.br:article/1151Revistahttps://dobras.emnuvens.com.br/dobras/indexONGhttps://dobras.emnuvens.com.br/dobras/oaidobras.abepem@gmail.com2358-00031982-0313opendoar:2023-01-12T16:05:42.736171Revista dObra[s] - Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)true
dc.title.none.fl_str_mv Discourses of genderless fashion for men: masculine performativities and moral economy of consumption in São Paulo
Discursividades da moda agênero para homens: performatividades do masculino e a economia moral do consumo no cenário agênero paulistano
title Discourses of genderless fashion for men: masculine performativities and moral economy of consumption in São Paulo
spellingShingle Discourses of genderless fashion for men: masculine performativities and moral economy of consumption in São Paulo
Bachega Casadei, Eliza
Consumption
Genderless
Masculinities
Consumo
Moda Agênero
Masculinidades
title_short Discourses of genderless fashion for men: masculine performativities and moral economy of consumption in São Paulo
title_full Discourses of genderless fashion for men: masculine performativities and moral economy of consumption in São Paulo
title_fullStr Discourses of genderless fashion for men: masculine performativities and moral economy of consumption in São Paulo
title_full_unstemmed Discourses of genderless fashion for men: masculine performativities and moral economy of consumption in São Paulo
title_sort Discourses of genderless fashion for men: masculine performativities and moral economy of consumption in São Paulo
author Bachega Casadei, Eliza
author_facet Bachega Casadei, Eliza
Rufino, Carina Borges
author_role author
author2 Rufino, Carina Borges
author2_role author
dc.contributor.author.fl_str_mv Bachega Casadei, Eliza
Rufino, Carina Borges
dc.subject.por.fl_str_mv Consumption
Genderless
Masculinities
Consumo
Moda Agênero
Masculinidades
topic Consumption
Genderless
Masculinities
Consumo
Moda Agênero
Masculinidades
description This paper studies the crossings between discourses that support advertis-ing campaigns of genderless fashion for male public in order to delineate discursive op-erations that circumscribe the term “genderless” as well as the masculinities summoned from this type of production. As a research corpus, we chose the Instagram advertising campaigns from São Paulo brands Synchron and Cë, from January to August 2019. As methodology, we combines French Discourse Analysis with the theoretical assumptions of the moral economy of consumption. It is possible to observe that a series of a series of marks or indications of other discourses articulate these campaigns as the accountabili-ty of brands for social causes articulated to a monological and individual perspective of politics via consumption; and the construction of a genderless fashion that links ideals of subordinate masculinities to the legitimation of hegemonic masculinity.
publishDate 2020
dc.date.none.fl_str_mv 2020-08-03
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://dobras.emnuvens.com.br/dobras/article/view/1151
10.26563/dobras.v14i29.1151
url https://dobras.emnuvens.com.br/dobras/article/view/1151
identifier_str_mv 10.26563/dobras.v14i29.1151
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://dobras.emnuvens.com.br/dobras/article/view/1151/636
dc.rights.driver.fl_str_mv Copyright (c) 2020 Eliza Bachega Casadei
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Eliza Bachega Casadei
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Associação Brasileira de Estudos e Pesquisas em Moda - Abepem
publisher.none.fl_str_mv Associação Brasileira de Estudos e Pesquisas em Moda - Abepem
dc.source.none.fl_str_mv dObra[s] – revista da Associação Brasileira de Estudos de Pesquisas em Moda; v. 14 n. 29 (2020); 374-394
2358-0003
1982-0313
reponame:Revista dObra[s]
instname:Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)
instacron:ABEPEM
instname_str Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)
instacron_str ABEPEM
institution ABEPEM
reponame_str Revista dObra[s]
collection Revista dObra[s]
repository.name.fl_str_mv Revista dObra[s] - Associação Brasileira de Estudos e Pesquisas em Moda (Abepem)
repository.mail.fl_str_mv dobras.abepem@gmail.com
_version_ 1797054041535021056

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