Consumption practices in the hair transition process of brazilian women with curly and coily hair
DOI:
https://doi.org/10.5585/remark.v20i4.15828Keywords:
Consumption, Theory of practice, Hair, Stigma, CircuitAbstract
Objective: The study emphasizes the relationship between consumption, stigma and, the development of a particular social practice considering a context of stigmatization - aspects that still present themselves in a fragmented and poorly articulated way in consumption studies. This article aims to analyze the ways of consuming that go through the hair transition process of Brazilian women who start to assume the curly and curly textures of their hair, stop consuming straightening.
Methodology: The phenomenon portrayed is methodologically studied in this research through the practice circuit that relates objects to actions and their meanings (Magaudda, 2011), which is complemented with the circuit concept brought by Braga (2012) where we sought to analyze circuits within the social fields of the market, society, daily life and the intersections of the media in the circuit as a whole.
Originality / Relevance: Expansion of studies between consumer practices and social stigma. Expansion of the study corpus with the integration of women with different skin tones is considered important in a society as mixed as the Brazilian. Methodological innovation with the combination of two methodological contributions.
Results: Through the corpus analysis, the capillary trajectory shared among the interviewees emerges as the main result. Such trajectory represents a macro view of the capillary manipulations undertaken, which, expanded, is composed of four main circuits: (I) virgin hair texture; (II) adoption of straightening; (III) capillary transition - which implies abandoning straightening; (IV) return to virgin hair texture. From the analysis of the circuits, this work brings theoretical innovation to the association of consumption practices with broader contexts of meaning, encompassing social, market and media environments, contributing to the intensification of the debate of the elements involved in consumer behavior. In this sense, the article also contributes theoretically to the insertion of the notion of mediatization in society - emphasizing especially the inventiveness of its uses by the consumer.
Theoretical Contributions: (i) in the expansion of discussions about consumption through the lens of the theory of practice; (ii) demonstration that the articulation among objects, actions, and meanings enhances a deeper understanding of consumption practices; (iii) articulation between the society, the market, the daily lives, and the media aspects to analyze the transformation processes of consumption practices.
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