Detalhes bibliográficos
| Ano de defesa: |
2021 |
| Autor(a) principal: |
Rossi, Bianca Nobre
 |
| Orientador(a): |
Strehlau, Suzane |
| Banca de defesa: |
Strehlau, Vivian Iara,
Miranda, Ana Paula |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa de Mestrado Profissional em Comportamento do Consumidor
|
| Departamento: |
ESPM::Pós-Graduação Stricto Sensu
|
| País: |
Brasil
|
| Palavras-chave em Português: |
|
| Palavras-chave em Inglês: |
|
| Área do conhecimento CNPq: |
|
| Link de acesso: |
http://tede2.espm.br/handle/tede/605
|
Resumo: |
The aging of population, as a phenomenon, reflects the economic and sociocultural power relations of new generations of older people who prioritize choice, freedom and well-being. In this context, we see the process of women's struggle for emancipation throughout history and their continued empowerment in society, which resulted in significant contributions to a future with more elderly than young people. If, historically, women have transformed their reproductive role through freedom of choice and empowerment over their own bodies, as well as their sexuality, when they reach the stage of maturity, they are faced with social norms that imply their relationships with the body, clothes, and society. This study started from the problem of the marginalization of age for women, through aesthetics and visibility, which is reflected in their relationship with clothing. Thus, it assumes that this is a systemic problem, requiring the use of the theory of systems so that it was possible to understand the barriers and opportunities of the issue. In addition, a link between the demographic transition theory and feminist theories was made to present a contextualization between both. Finally, the self extended theory supported the focus on clothing, contributing to answer the question: How women relate to clothing through aging? The main objective of the study is to understand the influence of sociocultural systems in the relationship with clothing of consumers in old age, and the specific objectives are: to understand the relationships between the aging process of women related to appearance; to relate how the influence of sociocultural systems contributed to the consumption of fashion by consumers in their old age; to identify the opportunities and barriers of age empowerment through clothing for women. With interviews based on life stories and an ecological approach, ten women over 45 years of age, the object of this study, were listened to. The results identified that the body is the central issue in the process of empowerment through age, being also the main point to be considered in the relationship between women and their clothing. Sensuality, despite not being explicitly mentioned, proved to be linked to the construction of the participants' thoughts since childhood, being indirectly responsible for the way they perceive their values within society. However, the study also pointed out the importance of visibility in the empowerment process regarding the aging of women, since only through the change in symbolic constructions and their "rules" and "standards" will make the consumption of offered clothes, in fact, possible . |
