Discourses of genderless fashion for men: masculine performativities and moral economy of consumption in São Paulo
This paper studies the crossings between discourses that support advertis-ing campaigns of genderless fashion for male public in order to delineate discursive op-erations that circumscribe the term “genderless” as well as the masculinities summoned from this type of production. As a research corpus,...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2020 |
| País: | Brasil |
| Institución: | Associação Brasileira de Estudos e Pesquisas em Moda (Abepem) |
| Repositorio: | Revista dObra[s] |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.dobras.emnuvens.com.br:article/1151 |
| Acceso en línea: | https://dobras.emnuvens.com.br/dobras/article/view/1151 |
| Access Level: | acceso abierto |
| Palabra clave: | Consumption Genderless Masculinities Consumo Moda Agênero Masculinidades |
| Sumario: | This paper studies the crossings between discourses that support advertis-ing campaigns of genderless fashion for male public in order to delineate discursive op-erations that circumscribe the term “genderless” as well as the masculinities summoned from this type of production. As a research corpus, we chose the Instagram advertising campaigns from São Paulo brands Synchron and Cë, from January to August 2019. As methodology, we combines French Discourse Analysis with the theoretical assumptions of the moral economy of consumption. It is possible to observe that a series of a series of marks or indications of other discourses articulate these campaigns as the accountabili-ty of brands for social causes articulated to a monological and individual perspective of politics via consumption; and the construction of a genderless fashion that links ideals of subordinate masculinities to the legitimation of hegemonic masculinity. |
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