De gorda à pluz size: a produção biopolítica do corpo nas culturas do consumo - entre Brasil e EUA. 2019
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da ESPM |
Texto Completo: | http://tede2.espm.br/handle/tede/381 |
Resumo: | Fat women have been excluded from the fashion experience for a long time. However, in recent years, the plus size fashion market has been created and intensified globally, driven by movements of appreciation of diversity that emerge in the sphere of contemporary consumer cultures. Thus, the fat woman gains visibility no longer under the condition of illness, but as a consumer. The theme of this research is the transformation of the fat female body into plus size, considering the engendering of biopolitics and biosociabilities in the media and consumer order, promoted in the context of plus size fashion communication in Brazil and the USA. Research in two countries shows the comparative nature of the research. Understanding the plus size woman as a product of the neoliberal conception that characterizes the current capitalist society, we reflect on the relation between the discourses regarding the fat body and the discourses of plus size fashion. How is the transformation of the fat female body into plus size accomplished? To examine this phenomenon, we cross four axes in the theoretical framework: Fat Studies, Body Studies, Fashion Studies, and Media Studies. They function as theoretical methodological keys and will dialogue with the notions of biopolitics and biosociability, in the context of communication and consumption studies. A documentary survey was conducted to collect advertising pieces from fashion brands, and an observation of plus size fashion stores in Brazil and the USA was undertaken, inspired by ethnographic methods. Through the thesis, we have discovered some biopolitical strategies used to produce the fat female body in plus size fashion: 1. Fat women´s alterity is resignified only as a difference. 2. The advertising campaigns of plus size fashion brands reveal a tension between police and politics (RANCIÈRE, 2006). 3. The plus size woman comes under the logic of the performance society (HAN, 2017) and as a consumer, exists in and through consumption. 4. The formation of the plus size lifestyle, although it seems a counterpoint to the healthy and fit lifestyle, follows its same model as well. Thus, although plus size is only a marketing term to designate "big size" in English, becoming a plus size woman means taking on a new identity because it affects the body, behavior, mind, and way of life. The plus size lifestyle promotes the reordering of the fat woman's life, which enters in the fit consumer circuit, and thus must be healthy and light: it knits, feeds properly and incorporates cosmetic and aesthetic practices. The communicational sphere of plus size fashion operates biopolitical transformations in the production of meanings of the fat and lean body, promoting the conditions for the formation of a new identity of the fat woman. Thus, media and consumer policies promoted by plus size fashion communication in Brazil and the USA are built in two poles: on the one hand, adherence to the consumption practices of the thin women, and on the other hand, reivindicating the rights of the fat woman and the displacement of the senses attributed to this body. |
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Hoff, Tânia Márcia CézarCarrascoza, João Luís AnzanelloCastro , Gisela Grangeiro da SilvaMartinelli, FernandaGreiner, Cristine321201337http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4495500E8&tokenCaptchar=03AGdBq27T1vpKWVSLM4FPtK7DNC6NzXY9R0WmAjFWjK8JFZVjxlVZwExZy8fnc4I_dg368ejsGQa5FkqfuWeThsEHwl_LKpN58vRSazDRffdAeSe0zkWiOd2TOVdLaG1aYvR1I0KPgqB54Sb0hmkZQVvJZUDUgqWhhSV4zv3dcSv_pQWluOTC45QAHfPTn2iT643gRll3-Y2QlqblQx5ikpMOU_kGTxeitaOy7u1GwcEsrwwAia4KNp4EG-B5scFR-Bqrjw4h0iJWoGnUnRJKKU73WrZR-mHV-mT35CvJITT-xZapV1bnvNTSgDJuRMsTrJhabRHUmLjexlg9aZ3PXidDPB6mtj1FwEK0VSOfTiKVrkiFFRbefKAp2xtK0MwuU1_jBUHCLXhBc2d_BykW2EKssEkkkymIDgAires, Aliana Barbosa2020-06-26T17:50:39Z2019-03-26Aires, Aliana Barbosa. De gorda à pluz size: a produção biopolítica do corpo nas culturas do consumo - entre Brasil e EUA. 2019. 2019. [230 f.]. Tese ( Programa de Doutorado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/381Fat women have been excluded from the fashion experience for a long time. However, in recent years, the plus size fashion market has been created and intensified globally, driven by movements of appreciation of diversity that emerge in the sphere of contemporary consumer cultures. Thus, the fat woman gains visibility no longer under the condition of illness, but as a consumer. The theme of this research is the transformation of the fat female body into plus size, considering the engendering of biopolitics and biosociabilities in the media and consumer order, promoted in the context of plus size fashion communication in Brazil and the USA. Research in two countries shows the comparative nature of the research. Understanding the plus size woman as a product of the neoliberal conception that characterizes the current capitalist society, we reflect on the relation between the discourses regarding the fat body and the discourses of plus size fashion. How is the transformation of the fat female body into plus size accomplished? To examine this phenomenon, we cross four axes in the theoretical framework: Fat Studies, Body Studies, Fashion Studies, and Media Studies. They function as theoretical methodological keys and will dialogue with the notions of biopolitics and biosociability, in the context of communication and consumption studies. A documentary survey was conducted to collect advertising pieces from fashion brands, and an observation of plus size fashion stores in Brazil and the USA was undertaken, inspired by ethnographic methods. Through the thesis, we have discovered some biopolitical strategies used to produce the fat female body in plus size fashion: 1. Fat women´s alterity is resignified only as a difference. 2. The advertising campaigns of plus size fashion brands reveal a tension between police and politics (RANCIÈRE, 2006). 3. The plus size woman comes under the logic of the performance society (HAN, 2017) and as a consumer, exists in and through consumption. 4. The formation of the plus size lifestyle, although it seems a counterpoint to the healthy and fit lifestyle, follows its same model as well. Thus, although plus size is only a marketing term to designate "big size" in English, becoming a plus size woman means taking on a new identity because it affects the body, behavior, mind, and way of life. The plus size lifestyle promotes the reordering of the fat woman's life, which enters in the fit consumer circuit, and thus must be healthy and light: it knits, feeds properly and incorporates cosmetic and aesthetic practices. The communicational sphere of plus size fashion operates biopolitical transformations in the production of meanings of the fat and lean body, promoting the conditions for the formation of a new identity of the fat woman. Thus, media and consumer policies promoted by plus size fashion communication in Brazil and the USA are built in two poles: on the one hand, adherence to the consumption practices of the thin women, and on the other hand, reivindicating the rights of the fat woman and the displacement of the senses attributed to this body.As mulheres gordas passaram muito tempo sem saber o que é consumir moda. Entretanto, nos últimos anos, observamos a criação e intensificação do mercado de moda plus size em âmbito global, impulsionado por movimentos de valorização da diversidade que emergem na esfera das contemporâneas culturas do consumo. Assim, a mulher gorda ganha visibilidade não mais sob a condição de doente, e sim sob a condição de consumidora. O tema desta pesquisa é a transformação do corpo feminino gordo em plus size, considerando o engendramento de biopolíticas e biossociabilidades nos ordenamentos midiáticos e de consumo, promovidos no âmbito da comunicação de moda plus size no Brasil e nos EUA. A investigação em dois países evidencia o caráter comparativo da pesquisa. Compreendendo a mulher plus size como um produto resultante da concepção neoliberal que caracteriza a sociedade capitalista atual, refletimos sobre a relação entre os discursos a respeito do corpo gordo e os discursos da moda plus size. Como se dá a transformação do corpo feminino gordo em plus size? Para examinarmos esse fenômeno, cruzamos quatro eixos de estudos específicos no referencial teórico: os Fat studies, os Body studies, os Fashion studies, e os Media studies. Eles funcionam como chaves teórico-metodológicas, e vão dialogar com as noções de biopolítica e biossociabilidade, no contexto dos estudos de comunicação e consumo. Também foi realizada uma pesquisa documental para coleta de peças publicitárias de marcas de moda, e uma observação de inspiração etnográfica em lojas de moda plus size no Brasil e EUA. Mostramos ao longo dessa tese algumas estratégias biopolíticas usadas para produzir o corpo feminino gordo no âmbito da moda plus size: 1. A alteridade da mulher gorda é ressignificada como diferença. 2. As campanhas publicitárias das marcas de moda plus size revelam uma tensão entre polícia e política (RANCIÈRE, 2006). 3. A mulher plus size é apresentada sob a lógica da sociedade da performance (HAN, 2017) e é celebrada como consumidora, ganhando existência no e pelo consumo. 4. A formação do estilo de vida plus size, embora pareça um contraponto ao estilo de vida saudável e magro, segue o mesmo modelo deste. Assim, embora plus size seja somente um termo mercadológico para designar “tamanho grande” em inglês, se tornar uma mulher plus size significa assumir uma nova identidade, pois afeta o corpo, o comportamento, a mente e o modo de viver. O estilo de vida plus size promove a reordenação da vida da mulher gorda, a qual é inserida no circuito de consumo magro, e, desse modo, também deve ser saudável e leve: ela malha, se alimenta corretamente e incorpora práticas cosméticas e estéticas. A esfera comunicacional da moda plus size opera transformações biopolíticas na produção de sentidos conferidos ao corpo gordo e magro, promovendo as condições para a formação de uma nova identidade da mulher gorda. Assim, os ordenamentos midiáticos e de consumo promovidos no âmbito da comunicação de moda plus size no Brasil e nos EUA se constroem em dois polos: de um lado, a adesão às práticas de consumo da mulher magra, e do outro lado, a reivindicação dos direitos da mulher gorda e o deslocamento dos sentidos atribuídos a este corpo.Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2020-06-26T16:48:32Z No. of bitstreams: 1 ALIANA BARBOSA AIRES.pdf: 8669055 bytes, checksum: b11e04e9c9d8f806b8dd18d861fa16a5 (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2020-06-26T16:50:42Z (GMT) No. of bitstreams: 1 ALIANA BARBOSA AIRES.pdf: 8669055 bytes, checksum: b11e04e9c9d8f806b8dd18d861fa16a5 (MD5)Approved for entry into archive by Edson Sousa da Silva (edson.sousa@espm.br) on 2020-06-26T17:50:28Z (GMT) No. of bitstreams: 1 ALIANA BARBOSA AIRES.pdf: 8669055 bytes, checksum: b11e04e9c9d8f806b8dd18d861fa16a5 (MD5)Made available in DSpace on 2020-06-26T17:50:39Z (GMT). No. of bitstreams: 1 ALIANA BARBOSA AIRES.pdf: 8669055 bytes, checksum: b11e04e9c9d8f806b8dd18d861fa16a5 (MD5) Previous issue date: 2019-03-26application/pdfhttp://tede2.espm.br/retrieve/1194/ALIANA%20BARBOSA%20AIRES.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Doutorado em Comunicação e Práticas de ConsumoESPMBrasilESPM::Pós-Graduação Stricto Sensucomunicação e consumo; moda plus size; biopolítica; biossociabilidade, biopotênciacommunication and consumption; plus size fashion; biopolitics; biossociability, biopotencyCIENCIAS SOCIAIS APLICADAS::COMUNICACAODe gorda à pluz size: a produção biopolítica do corpo nas culturas do consumo - entre Brasil e EUA. 2019From fat to pluz size: the biopolitical production of the body in consumer cultures - between Brazil and the USA. 2019info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesis-1937750628528865106500500600-4455193753091852328-4056021055502874573info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTHUMBNAILALIANA BARBOSA AIRES.pdf.jpgALIANA BARBOSA AIRES.pdf.jpgimage/jpeg4142http://tede2.espm.br:8080/tede/bitstream/tede/381/4/ALIANA+BARBOSA+AIRES.pdf.jpgf6d409780b16970d4ff4a331c7fff5c7MD54TEXTALIANA BARBOSA AIRES.pdf.txtALIANA BARBOSA AIRES.pdf.txttext/plain563165http://tede2.espm.br:8080/tede/bitstream/tede/381/3/ALIANA+BARBOSA+AIRES.pdf.txt5606dbdd8d2d8845653abbd406cf85afMD53ORIGINALALIANA BARBOSA AIRES.pdfALIANA BARBOSA AIRES.pdfapplication/pdf8669055http://tede2.espm.br:8080/tede/bitstream/tede/381/2/ALIANA+BARBOSA+AIRES.pdfb11e04e9c9d8f806b8dd18d861fa16a5MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/381/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51tede/3812024-03-12 11:10:23.935oai:tede2.espm.br: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Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2024-03-12T14:10:23Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
De gorda à pluz size: a produção biopolítica do corpo nas culturas do consumo - entre Brasil e EUA. 2019 |
dc.title.alternative.eng.fl_str_mv |
From fat to pluz size: the biopolitical production of the body in consumer cultures - between Brazil and the USA. 2019 |
title |
De gorda à pluz size: a produção biopolítica do corpo nas culturas do consumo - entre Brasil e EUA. 2019 |
spellingShingle |
De gorda à pluz size: a produção biopolítica do corpo nas culturas do consumo - entre Brasil e EUA. 2019 Aires, Aliana Barbosa comunicação e consumo; moda plus size; biopolítica; biossociabilidade, biopotência communication and consumption; plus size fashion; biopolitics; biossociability, biopotency CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
De gorda à pluz size: a produção biopolítica do corpo nas culturas do consumo - entre Brasil e EUA. 2019 |
title_full |
De gorda à pluz size: a produção biopolítica do corpo nas culturas do consumo - entre Brasil e EUA. 2019 |
title_fullStr |
De gorda à pluz size: a produção biopolítica do corpo nas culturas do consumo - entre Brasil e EUA. 2019 |
title_full_unstemmed |
De gorda à pluz size: a produção biopolítica do corpo nas culturas do consumo - entre Brasil e EUA. 2019 |
title_sort |
De gorda à pluz size: a produção biopolítica do corpo nas culturas do consumo - entre Brasil e EUA. 2019 |
author |
Aires, Aliana Barbosa |
author_facet |
Aires, Aliana Barbosa |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Hoff, Tânia Márcia Cézar |
dc.contributor.referee1.fl_str_mv |
Carrascoza, João Luís Anzanello |
dc.contributor.referee2.fl_str_mv |
Castro , Gisela Grangeiro da Silva |
dc.contributor.referee3.fl_str_mv |
Martinelli, Fernanda |
dc.contributor.referee4.fl_str_mv |
Greiner, Cristine |
dc.contributor.authorID.fl_str_mv |
321201337 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4495500E8&tokenCaptchar=03AGdBq27T1vpKWVSLM4FPtK7DNC6NzXY9R0WmAjFWjK8JFZVjxlVZwExZy8fnc4I_dg368ejsGQa5FkqfuWeThsEHwl_LKpN58vRSazDRffdAeSe0zkWiOd2TOVdLaG1aYvR1I0KPgqB54Sb0hmkZQVvJZUDUgqWhhSV4zv3dcSv_pQWluOTC45QAHfPTn2iT643gRll3-Y2QlqblQx5ikpMOU_kGTxeitaOy7u1GwcEsrwwAia4KNp4EG-B5scFR-Bqrjw4h0iJWoGnUnRJKKU73WrZR-mHV-mT35CvJITT-xZapV1bnvNTSgDJuRMsTrJhabRHUmLjexlg9aZ3PXidDPB6mtj1FwEK0VSOfTiKVrkiFFRbefKAp2xtK0MwuU1_jBUHCLXhBc2d_BykW2EKssEkkkymIDg |
dc.contributor.author.fl_str_mv |
Aires, Aliana Barbosa |
contributor_str_mv |
Hoff, Tânia Márcia Cézar Carrascoza, João Luís Anzanello Castro , Gisela Grangeiro da Silva Martinelli, Fernanda Greiner, Cristine |
dc.subject.por.fl_str_mv |
comunicação e consumo; moda plus size; biopolítica; biossociabilidade, biopotência |
topic |
comunicação e consumo; moda plus size; biopolítica; biossociabilidade, biopotência communication and consumption; plus size fashion; biopolitics; biossociability, biopotency CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
communication and consumption; plus size fashion; biopolitics; biossociability, biopotency |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
Fat women have been excluded from the fashion experience for a long time. However, in recent years, the plus size fashion market has been created and intensified globally, driven by movements of appreciation of diversity that emerge in the sphere of contemporary consumer cultures. Thus, the fat woman gains visibility no longer under the condition of illness, but as a consumer. The theme of this research is the transformation of the fat female body into plus size, considering the engendering of biopolitics and biosociabilities in the media and consumer order, promoted in the context of plus size fashion communication in Brazil and the USA. Research in two countries shows the comparative nature of the research. Understanding the plus size woman as a product of the neoliberal conception that characterizes the current capitalist society, we reflect on the relation between the discourses regarding the fat body and the discourses of plus size fashion. How is the transformation of the fat female body into plus size accomplished? To examine this phenomenon, we cross four axes in the theoretical framework: Fat Studies, Body Studies, Fashion Studies, and Media Studies. They function as theoretical methodological keys and will dialogue with the notions of biopolitics and biosociability, in the context of communication and consumption studies. A documentary survey was conducted to collect advertising pieces from fashion brands, and an observation of plus size fashion stores in Brazil and the USA was undertaken, inspired by ethnographic methods. Through the thesis, we have discovered some biopolitical strategies used to produce the fat female body in plus size fashion: 1. Fat women´s alterity is resignified only as a difference. 2. The advertising campaigns of plus size fashion brands reveal a tension between police and politics (RANCIÈRE, 2006). 3. The plus size woman comes under the logic of the performance society (HAN, 2017) and as a consumer, exists in and through consumption. 4. The formation of the plus size lifestyle, although it seems a counterpoint to the healthy and fit lifestyle, follows its same model as well. Thus, although plus size is only a marketing term to designate "big size" in English, becoming a plus size woman means taking on a new identity because it affects the body, behavior, mind, and way of life. The plus size lifestyle promotes the reordering of the fat woman's life, which enters in the fit consumer circuit, and thus must be healthy and light: it knits, feeds properly and incorporates cosmetic and aesthetic practices. The communicational sphere of plus size fashion operates biopolitical transformations in the production of meanings of the fat and lean body, promoting the conditions for the formation of a new identity of the fat woman. Thus, media and consumer policies promoted by plus size fashion communication in Brazil and the USA are built in two poles: on the one hand, adherence to the consumption practices of the thin women, and on the other hand, reivindicating the rights of the fat woman and the displacement of the senses attributed to this body. |
publishDate |
2019 |
dc.date.issued.fl_str_mv |
2019-03-26 |
dc.date.accessioned.fl_str_mv |
2020-06-26T17:50:39Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/doctoralThesis |
format |
doctoralThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Aires, Aliana Barbosa. De gorda à pluz size: a produção biopolítica do corpo nas culturas do consumo - entre Brasil e EUA. 2019. 2019. [230 f.]. Tese ( Programa de Doutorado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/381 |
identifier_str_mv |
Aires, Aliana Barbosa. De gorda à pluz size: a produção biopolítica do corpo nas culturas do consumo - entre Brasil e EUA. 2019. 2019. [230 f.]. Tese ( Programa de Doutorado em Comunicação e Práticas de Consumo) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
url |
http://tede2.espm.br/handle/tede/381 |
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openAccess |
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Escola Superior de Propaganda e Marketing |
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ESPM |
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Escola Superior de Propaganda e Marketing |
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