The Role of Subjectivity in the Construction of the Metrosexual Identity

• Autor(a) principal: Oliveira, Michele Araujo da Costa
• Data de Publicação: 2011
• Outros Autores: Leão, André Luiz Maranhão de Souza
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12541
• topic: Metrosexual Consumption; Postmodern Identities; Qualitative Research.; Consumo Metrossexual, Identidades Pós-modernas, Pesquisa Qualitativa.

Increasingly, the question of identity has been debated. Former seen as solid and fixed, today, with the "postmodern subject", identities begin to fragment. It is spoken, therefore, of cultural identity, that is, the subject constructed from cultural and environment s/he occupies. The gender issue is one of those buildings. If previously gender identity was thought as something biological, today it is seen as a cultural construct. In this respect, some approaches on gender construction focus on its relation to consumption, as consumption passes to play a central role in the construction of identities. Given this new landscape relative to identity we observe that among these new possibilities of gender identity, there is the metrosexual identity. This study aimed to understand the metrosexual identity construction through consumption. To this, we conducted in-depth interviews with individuals identified by their metrosexual consumption behavior. One of the conclusions was that this identity has on subjectivity one of its constituents. The paper presents and discusses how subjectivity is shown as a constituent element of postmodern identity.