"COR DE ROSA FICA BEM NUM 'SAPATÃO'"? HOMOSSEXUALIDADE FEMININA, ESTEREÓTIPOS E CONSUMO DE PRODUTOS DE BELEZA
Keywords:
Consumption; Genre; Beauty products; Homosexuals.Abstract
When we buy a product, we do so not only for the utility it has, but also considering symbolic values culturally related to it, which, in turn, become a way of expressing our identity. Identities can have stereotypes as a major reference and the use of specific goods may reinforce or question them. In this study we have observed, in accordance to the French stream of Discourse Analysis, how speeches on the use of beauty products establish social distinctions among homosexual women classifying, organizing and sorting them hierarchically in a spectrum ranging from the masculinized butch to the soft femme. As a result, it could be noted that both stereotypical figures are consciously avoided in a double effort not to abstract themselves from their femininity while also making it possible to be recognized by sexual partners. Some considerations are then made in order to encourage further research on the complex articulation between consumption culture and sexual diversity.
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