The Consumption Of Jewels And The Construction Of Gender Identity: Beyond Simple Consumption.
Name: VICTOR CORRÊA GARCIA
Publication date: 20/04/2018
Advisor:
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ELOÍSIO MOULIN DE SOUZA | Advisor * |
Examining board:
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ELOÍSIO MOULIN DE SOUZA | Advisor * |
PRISCILLA DE OLIVEIRA MARTINS DA SILVA | Internal Examiner * |
Summary: Consumption is part of everyday life for most subjects. Every day not only physical goods are consumed, but also intellectual, social, cultural and other types of goods. The goods are endowed of meaning and are consumed and used to outsource the wills, wishes and adjectives of subjects, what makes up the identity of the same. Through the goods it is possible to construct various identities, including the identity of gender. The main goal of the present dissertation is to analyze through the discourse of female and male subjects, the consumption of jewelry and how it is related with the production the identity of the subject in relation to its gender. Gender identities, by the light of Judith Butler, author heart of this dissertation, are involuntary acts ordered by the heteronormativity, built through the performativity and performance. Through a qualitative research with a total of 12 (twelve) individual interviews, the data were produced and analysed, creating categories posteriori based on the theoretical reference. The interviews showed that there is a relation between jewelry and the construction of the identity of gender, although jewelry is not fundamental, but an extra performance. Keyword: Identity; Gender; Performance; Performativity; Jewels; Consumption.