| Journal: | BAR - Brazilian Administration Review |
| Database: | CLASE |
| System number: | 000415196 |
| ISSN: | 1807-7692 |
| Authors: | Pereira, Severino Joaquim Nunes1 Ayrosa, Eduardo André Teixeira2 |
| Institutions: | 1Universidade Gama Filho, Rio de Janeiro. Brasil 2Fundacao Getulio Vargas, Escola Brasileira de Administracao Publica e de Empresas, Rio de Janeiro. Brasil |
| Year: | 2012 |
| Season: | Abr-Jun |
| Volumen: | 9 |
| Number: | 2 |
| Pages: | 211-228 |
| Country: | Brasil |
| Language: | Inglés |
| Document type: | Revisión bibliográfica |
| Approach: | Analítico |
| English abstract | It is not easy to study socially marginalized group s such as gays, ethnic minorities, and others. This is, however, an extremely relevant topic in the consumer behavio r area since the status of members of a modern cons umer society is largely denied to stigmatized social gro ups (Barbosa, 2006). The objective of this work is to shed light on how gay men in Rio de Janeiro use the discourse associated with their possessions to build and main tain the symbolic and hierarchical boundaries between the ga y and heterosexual worlds, as well as to investigat e the role consumption plays in this boundary setting. An ethn ographic observation of a group of gay men in Rio d e Janeiro was conducted, along with 20 semi-structure d interviews with openly gay men between 2005 and 2 008. The results suggest that: (a) the world culturally built by gays seems to be divided into a gay world and a heterosexual world, where the division between thes e two worlds not only happens in their minds, but a lso in their possessions and purchasing decisions; (b) the meaning of gay mens’ places of consumption range f rom profane to sacred along their lives; and (c) in the gay world, the body is seen both as a cultural con struction and as an asset |
| Disciplines: | Sociología, Administración y contaduría, Psicología |
| Keyword: | Mercadotecnia, Sociología urbana, Psicología social, Etnografía, Comportamiento del consumidor, Homosexualidad, Consumo, Río de Janeiro, Brasil |
| Full text: | Texto completo (Ver PDF) |
