O enfeite nosso de todo dia: significados atribuídos aos acessórios de moda por tweens
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/11400 |
Resumo: | “Tweens” are children, especially girls, included in an age group that can vary, depending on the author of the study, from seven to fourteen years of age. They are, thus, in a stage between childhood and adolescence. More important than their chronological age is the economic behavior that they have developed. As consumers, they have behavioral quirks and attitudes due to their social and emotional experiences. For example, they have intense concern as to how they are seen by those around them and resort to various devices to recognize and express themselves in their social relations. One of these devices involves the use of material goods to express identity and give significance to their emotions and the word around them. As they participate in society as consumers they have become increasingly eloquent and active in their consumer relations. The result is that this segment is described by some scholars as the richest and most influential generation of the meanings that tweens, aged eight to twelve years, attach to personal accessories. Ethnographic inspiration was chosen as an effective research method during four months of fieldwork with participant observation of ten tweens and interviews with relatives and accessory store owners. Secondary sources of information, magazines and social networks, also provided information for understanding the research problem. The results reveal the use of accessories as important tools for social adjustment, either because they aide tweens in expressing themselves to those around them, or with regard to social expectations regarding an acceptable appearance. Accessories are especially useful as they “play the game” of social life and to establish and strengthen emotional ties. In addition to the theoretical contribution regarding studies of consumer behavior in childhood, this paper also aims to provide information as to marketing decisions and the social nature of peer relations among this segment of the consuming population |
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Machado, Sany KarlaEscolas::EAESPMoriguchi, Stella Naomi2014-01-15T16:13:07Z2014-01-15T16:13:07Z2013-12-16MACHADO, Sany Karla. O enfeite nosso de todo dia: significados atribuídos aos acessórios de moda por tweens. Tese (Doutorado em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2013.http://hdl.handle.net/10438/11400“Tweens” are children, especially girls, included in an age group that can vary, depending on the author of the study, from seven to fourteen years of age. They are, thus, in a stage between childhood and adolescence. More important than their chronological age is the economic behavior that they have developed. As consumers, they have behavioral quirks and attitudes due to their social and emotional experiences. For example, they have intense concern as to how they are seen by those around them and resort to various devices to recognize and express themselves in their social relations. One of these devices involves the use of material goods to express identity and give significance to their emotions and the word around them. As they participate in society as consumers they have become increasingly eloquent and active in their consumer relations. The result is that this segment is described by some scholars as the richest and most influential generation of the meanings that tweens, aged eight to twelve years, attach to personal accessories. Ethnographic inspiration was chosen as an effective research method during four months of fieldwork with participant observation of ten tweens and interviews with relatives and accessory store owners. Secondary sources of information, magazines and social networks, also provided information for understanding the research problem. The results reveal the use of accessories as important tools for social adjustment, either because they aide tweens in expressing themselves to those around them, or with regard to social expectations regarding an acceptable appearance. Accessories are especially useful as they “play the game” of social life and to establish and strengthen emotional ties. In addition to the theoretical contribution regarding studies of consumer behavior in childhood, this paper also aims to provide information as to marketing decisions and the social nature of peer relations among this segment of the consuming populationTweens são consideradas as crianças, especialmente as do sexo feminino, incluídas em uma faixa etária que pode variar, dependendo do autor do estudo, de sete a quatorze anos e, portanto, estão em um estágio entre a infância e a adolescência. Mais importante, contudo, do que os aspectos cronológicos que alocam os tweens entre crianças e adolescentes, os consumidores dessa faixa etária apresentam peculiaridades comportamentais e de atitudes devido à fase de transição social e emocional em que se encontram. Por exemplo, eles apresentam uma preocupação intensa quanto ao modo como são vistos por aqueles com quem convivem e lançam mão de artifícios variados para se reconhecerem e se expressarem nas suas relações sociais encontrando no significado dos bens uma via útil para declarar sua identidade, manifestar suas emoções e ressignificarem o mundo a sua volta. Partícipes cada vez mais eloquentes e ativos das relações de consumo, este segmento é ainda descrito por alguns estudiosos como a geração mais rica e influente da história econômica. Amparado por teorias sobre a participação das crianças no universo do consumo e sobre a atribuição de significado aos bens, sobremodo para a expressão de identidade, o estudo aqui alvitrado apresenta, por meio de análise interpretativista, os significados que tweens com idade entre oito e doze anos atribuem a acessórios pessoais. O método de pesquisa, de inspiração etnográfica, se efetivou em quatro meses de pesquisa de campo com observação participante de dez tweens e com entrevistas com familiares e proprietários de loja de acessórios. Fontes secundárias de informações como revistas e redes sociais também serviram para lançar luz ao entendimento do problema de pesquisa. Os resultados convergem para o uso dos acessórios como instrumentos importantes de ajuste social, seja porque ajudam as participantes a se expressarem e a se posicionarem frente a quem convivem, seja por se prestarem a auxiliar as tweens no que diz respeito às expectativas sociais quanto à boa aparência. Em nível mais particular, os acessórios se prestam igualmente a práticas performáticas lúdicas e de competências e ainda são instrumentos bastante úteis à aproximação e reforço de laços afetivos. Para além da contribuição teórica no que tange ao aprofundamento dos estudos sobre o comportamento do consumidor infantil e, sobretudo, do significado como bojo do processo de decisão de compra, este trabalho pretende, ainda, oferecer subsídios para deliberações de naturezas mercadológica e social ao perscrutar um fenômeno tão subjetivo de um público importante para essas duas esferas.porTweensConsumptionAccessoriesMeaningsConsumoSignificadosAcessóriosAdministração de empresasCrianças consumidorasConsumidores infantisComportamento do consumidorModa - Aspectos sociológicosO enfeite nosso de todo dia: significados atribuídos aos acessórios de moda por tweensinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessLICENSElicense.txtlicense.txttext/plain; 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|
dc.title.por.fl_str_mv |
O enfeite nosso de todo dia: significados atribuídos aos acessórios de moda por tweens |
title |
O enfeite nosso de todo dia: significados atribuídos aos acessórios de moda por tweens |
spellingShingle |
O enfeite nosso de todo dia: significados atribuídos aos acessórios de moda por tweens Machado, Sany Karla Tweens Consumption Accessories Meanings Consumo Significados Acessórios Administração de empresas Crianças consumidoras Consumidores infantis Comportamento do consumidor Moda - Aspectos sociológicos |
title_short |
O enfeite nosso de todo dia: significados atribuídos aos acessórios de moda por tweens |
title_full |
O enfeite nosso de todo dia: significados atribuídos aos acessórios de moda por tweens |
title_fullStr |
O enfeite nosso de todo dia: significados atribuídos aos acessórios de moda por tweens |
title_full_unstemmed |
O enfeite nosso de todo dia: significados atribuídos aos acessórios de moda por tweens |
title_sort |
O enfeite nosso de todo dia: significados atribuídos aos acessórios de moda por tweens |
author |
Machado, Sany Karla |
author_facet |
Machado, Sany Karla |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.author.fl_str_mv |
Machado, Sany Karla |
dc.contributor.advisor1.fl_str_mv |
Moriguchi, Stella Naomi |
contributor_str_mv |
Moriguchi, Stella Naomi |
dc.subject.eng.fl_str_mv |
Tweens Consumption Accessories Meanings |
topic |
Tweens Consumption Accessories Meanings Consumo Significados Acessórios Administração de empresas Crianças consumidoras Consumidores infantis Comportamento do consumidor Moda - Aspectos sociológicos |
dc.subject.por.fl_str_mv |
Consumo Significados Acessórios |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Crianças consumidoras Consumidores infantis Comportamento do consumidor Moda - Aspectos sociológicos |
description |
“Tweens” are children, especially girls, included in an age group that can vary, depending on the author of the study, from seven to fourteen years of age. They are, thus, in a stage between childhood and adolescence. More important than their chronological age is the economic behavior that they have developed. As consumers, they have behavioral quirks and attitudes due to their social and emotional experiences. For example, they have intense concern as to how they are seen by those around them and resort to various devices to recognize and express themselves in their social relations. One of these devices involves the use of material goods to express identity and give significance to their emotions and the word around them. As they participate in society as consumers they have become increasingly eloquent and active in their consumer relations. The result is that this segment is described by some scholars as the richest and most influential generation of the meanings that tweens, aged eight to twelve years, attach to personal accessories. Ethnographic inspiration was chosen as an effective research method during four months of fieldwork with participant observation of ten tweens and interviews with relatives and accessory store owners. Secondary sources of information, magazines and social networks, also provided information for understanding the research problem. The results reveal the use of accessories as important tools for social adjustment, either because they aide tweens in expressing themselves to those around them, or with regard to social expectations regarding an acceptable appearance. Accessories are especially useful as they “play the game” of social life and to establish and strengthen emotional ties. In addition to the theoretical contribution regarding studies of consumer behavior in childhood, this paper also aims to provide information as to marketing decisions and the social nature of peer relations among this segment of the consuming population |
publishDate |
2013 |
dc.date.issued.fl_str_mv |
2013-12-16 |
dc.date.accessioned.fl_str_mv |
2014-01-15T16:13:07Z |
dc.date.available.fl_str_mv |
2014-01-15T16:13:07Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
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MACHADO, Sany Karla. O enfeite nosso de todo dia: significados atribuídos aos acessórios de moda por tweens. Tese (Doutorado em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2013. |
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MACHADO, Sany Karla. O enfeite nosso de todo dia: significados atribuídos aos acessórios de moda por tweens. Tese (Doutorado em Administração de Empresas) - FGV - Fundação Getúlio Vargas, São Paulo, 2013. |
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