Pintores da vida modernauma perspectiva crítica sobre o homem contemporâneo e o consumo de moda masculina

Resumo

This dissertation proposes a reflection on symbolic and material aspects of the consumption of masculine fashion in contemporary societies. It investigates a possible conceptual parallelism between the eighteenth-century dandies and the so-called contemporary dandies, based on the relation between the diffusion of aesthetic ideals in the so-called "project of Modernity" in the nineteenth century and the phenomenon of the aesthetization of masculine life in the New Millennium capitalist societies, called "consumer societies". The research presents an ethnography of male consumers of the Hugo Boss brand in a shopping mall in the Village Mall (RJ), investigating the creation of (according to Bourdieu's theory) "codes" for "appropriation" of consumer goods, discursive works of a reprint of dandyism and flânerie contextualized in their campaigns. When we study the relationship between an aesthetic experience permeated by fashion consumption and a prevailing socioeconomic system, we observe that this relationship can not be explained by the simplistic reasoning of an "oppressor / oppressed" logic: it is necessary to relativize the autonomy issues among the agents of consumption privileging a triadic relationship between three intrinsic aspects of this phenomenon: the aesthetic, the material and the discursive.

Ficha do documento

Tipo

Dissertação

Ano

2019

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/27358

Palavras-chave

Masculine fashionAnthropology of consumptionMaterial cultureDandyismModernityAestheticization of lifeModa masculinaAntropologia do consumoCultura materialModernidadeEstetização da vidaHugo BossDandismoCiências sociaisRoupas masculinasModa - Aspectos sociais