Moda imaginada : consumo, representações e atribuições de sentido à carreira fashion

• Autor(a) principal: Konopka , Regiane Machado
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/252
• topic: comunicação; consumo; moda; identidade; communication; consumption; fashion; identity; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

This research aimed to understand the attribution of meanings to the fashion career, from the social representations and the institutional discourses of the Higher Education Institutions (HEIs), and their connection with the constitution of identities professionals of young graduates in fashion. We reflect on the social imaginary about the fashion universe, from the point of view of the idealization of the daily life of professionals area. We carried out this study in the perspective of Communication and Consumption, organizing it in four driving axes of reflection, namely: Communication, Consumption, Identity and Fashion. Our theoretical-conceptual framework is based mainly on in Mary Ap. Baccega, Marcia Tondato, Gilles Lipovetsky, Vander Casaqui, Don Slater and Simone Tuzzo, among several other authors who contributed to the construction of search. As for the empirical material, we have two databases: one documents and images of the IES websites, to institutional discourses, and another one built from the realization of three focus groups composed of fashion students from three São Paulo colleges, which enabled us to understand the universe of beliefs and the aspirations of the students. For the analysis of the speeches of young people and HEIs, we adopted the principles of French Speech Analysis, the from Eni Orlandi, through which we interviewed about the future profession and the articulations with the formation of their identity professional. Synthetically, the result is that the symbolic sphere that fashion represents, and in which it is inserted, builds an ethos of the profession structured around the glamorization and spectacularization, but not without questioning because of its ephemeral nature and historically linked to frivolity. Our findings show us, however, that a change is taking place that manifests itself in a latent desire of the young people to resemantize fashion from a social and political dimension, in the private individual and more in the collective.