The Role of Subjectivity in the Construction of the Metrosexual Identity
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Data de Publicação: | 2011 |
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Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12541 |
Resumo: | 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. |
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The Role of Subjectivity in the Construction of the Metrosexual IdentityO Papel da Subjetividade na Construção da Identidade MetrossexualMetrosexual 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.Cada vez mais a questo da identidade tem sido debatida. As identidades que eram vistas como slidas e fixas, hoje, com o sujeito ps-moderno, comeam a se fragmentarem. Fala-se, assim, em identidade cultural, ou seja, o sujeito construdo a partir do cultural e do ambiente que ocupa. A questo do gnero uma dessas construes. Se antes se pensava a identidade de gnero como algo biolgico, hoje observado como construo cultural. Neste aspecto, algumas abordagens sobre gnero focam essa construo da identidade e a sua relao com o consumo, assim, o consumo passa a desempenhar papel central na construo das identidades. Tendo em vista esse novo panorama em relao identidade observamos que, dentre dessas novas possibilidades de identidade de gnero, surge a identidade metrossexual. O presente estudo teve por objetivo compreender a construo da identidade metrossexual por meio do consumo. Para tal, realizamos entrevistas em profundidade com sujeitos identificados pelo seu comportamento de consumo metrossexual. Uma das concluses a que chegamos foi a de que esta identidade tem na subjetividade um de seus elementos constituintes. O artigo apresenta e discute como a subjetividade se demonstra como elemento constituinte desta identidade ps-moderna. DOI: 10.5585/remark.v10i1.2210Universidade Nove de Julho - Uninove2011-09-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1254110.5585/remark.v10i1.2210ReMark - Revista Brasileira de Marketing; v. 10, n. 1 (2011): janeiro - abril; 177-2022177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12541/6095Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessOliveira, Michele Araujo da CostaLeão, André Luiz Maranhão de Souza2019-06-21T14:42:32Zoai:https://periodicos.uninove.br:article/12541Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T14:42:32REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
The Role of Subjectivity in the Construction of the Metrosexual Identity O Papel da Subjetividade na Construção da Identidade Metrossexual |
title |
The Role of Subjectivity in the Construction of the Metrosexual Identity |
spellingShingle |
The Role of Subjectivity in the Construction of the Metrosexual Identity Oliveira, Michele Araujo da Costa Metrosexual Consumption; Postmodern Identities; Qualitative Research. Consumo Metrossexual, Identidades Pós-modernas, Pesquisa Qualitativa. |
title_short |
The Role of Subjectivity in the Construction of the Metrosexual Identity |
title_full |
The Role of Subjectivity in the Construction of the Metrosexual Identity |
title_fullStr |
The Role of Subjectivity in the Construction of the Metrosexual Identity |
title_full_unstemmed |
The Role of Subjectivity in the Construction of the Metrosexual Identity |
title_sort |
The Role of Subjectivity in the Construction of the Metrosexual Identity |
author |
Oliveira, Michele Araujo da Costa |
author_facet |
Oliveira, Michele Araujo da Costa Leão, André Luiz Maranhão de Souza |
author_role |
author |
author2 |
Leão, André Luiz Maranhão de Souza |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Oliveira, Michele Araujo da Costa Leão, André Luiz Maranhão de Souza |
dc.subject.por.fl_str_mv |
Metrosexual Consumption; Postmodern Identities; Qualitative Research. Consumo Metrossexual, Identidades Pós-modernas, Pesquisa Qualitativa. |
topic |
Metrosexual Consumption; Postmodern Identities; Qualitative Research. Consumo Metrossexual, Identidades Pós-modernas, Pesquisa Qualitativa. |
description |
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. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011-09-05 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12541 10.5585/remark.v10i1.2210 |
url |
https://periodicos.uninove.br/remark/article/view/12541 |
identifier_str_mv |
10.5585/remark.v10i1.2210 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12541/6095 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 10, n. 1 (2011): janeiro - abril; 177-202 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1799138640490659840 |