O consumo de moda e a formação da identidade: considerações sobre os corinthianos

Abstract

In past decades, the identity was considered something static and, as the globalization phenomenon was being spreading, the subject, once considered cartesian, was being transforming: first into sociological subject and then into post-modern subject. Therefore, this present work aims to show how consumption was becoming a fundamental tool in people’s identity formation, once this happens to satisfy, often, more a symbolic need than a real one. Besides, the diversity of products, services, etc., available to the society, generated a certain identity crisis, in which people consume in order to demonstrate who they are or who they want to be. It is not different in the soccer environment, because people consume the products of their team wanting to show devotion and love for their club and that they are part of that group. The field research confirmed the hypothesis that people consume in order to be part of a group with common interests and to be proud of showing the team that they cheer for.