O automóvel e a identidade masculina de gênero

Abstract

This dissertation has as object of study the relationship between the automobile, as an object of desire for consumption, and masculinity. Inspired by theorizing Joan Scott (1989) on gender as a useful category of analysis started with the theoretical assumption that there are fundamental perceptions of constitutive genre of historical social identities of man and woman, male and female, that accrue in certain social consumer goods and culturally perceived as male or female, according to the historical society. If the contemporary consumer’s society. Their goal was to understand the speech of consumers to influence elements of masculinity in the purchase of the car as an object of desire. For this purpose were conducted semi-structured interviews with male users to capture and analyze the discourse of the same in relation to their consumption practices and symbolic of masculinity in cars. Theme that can be considered of great importance for studies of consumption and their overlaps with gender relations particularly involving males, in addition to the marked absence in gender studies in the Brazilian Northeast; Considered a relevant issue in the dynamics of consumer culture in contemporary capitalist society. The analysis suggests a relationship between the consumption / desire for possession / car use and male being mediated by factors such as the livings men in childhood.