The consumption of clothing by millennials in the context of convergence between analog, digital and post-digital El consumo de ropa de los millennials en el contexto de convergencia entre lo analógico, lo digital y lo posdigital

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Published: 2024-08-30
DOI: https://doi.org/10.26807/rp.v28i120.2129
Keywords:
analog, digital, post-analog, consumption, millennials

Main Article Content

Mariângela Machado Toaldo
Universidade Federal do Rio Grande do Sul
Jane A. Marques
Universidade de São Paulo
Manuella Reale
Universidad Federal de São Carlos

Abstract

This paper aims to analyze how the analog, digital and post-digital perspectives are manifested in some stages of the purchasing decision process of Brazilian millennials living in the cities of Porto Alegre and São Paulo, in relation to clothing consumption behavior. The data presented reflects the qualitative part of the research "Attitudes to buying and consuming certain goods and services among young people aged between 18 to 35 belonging to Generation Y: the influence of commercial advertising on decision-making", carried out by Red Iberoamericana de Publicidad. This is an exploratory, qualitative investigation, supported by theoretical and empirical research, using the techniques of in-depth interviews and content analysis. The results point to a convergence of analog and digital media according to what is offered to the experience of young people, indicating signs of values corresponding to post-analog.


 

Article Details

Issue

Vol. 28 No. 120 (2024): The post-analogue: metamorphosis of material in the digital age

Section

Monographic
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Author Biographies

Mariângela Machado Toaldo, Universidade Federal do Rio Grande do Sul

Bachelor's degree in Social Communication Advertising and Propaganda from the Lutheran University of Brazil (1995), Master's degree in Social Communication from the Pontifical Catholic University of Rio Grande do Sul (1998), Doctorate in Social Communication from the Pontifical Catholic University of Rio Grande do Sul ( 2002) and postdoctoral studies in Communication from the University of São Paulo and the Federal University of Pará (2016). She is an associate professor at the Faculty of Social Communication at UFRGS (FABICO). She carries out research in the areas of Advertising, Ethics and Consumption. She coordinates the Research Group "Observatory of Advertising and Ethics in Consumption (OPETIC)" and is a researcher in the Group "Ethics (further) of the Consumer Society (ESC)". She is a member of the National Council for Advertising Self-Regulation (CONAR). She is the author of the books "Scenario of Brazilian Advertising: advertising and contemporary morality" (Sulina, 2005) and "Advertisers + Advertisers: the dynamics of a complex relationship" (Entremeios, 2010). Orcid: 0000-0001-7220-1475 E-mail: mariangela.toaldo@ufrgs.br. CV: http://lattes.cnpq.br/0859150657603999

Jane A. Marques, Universidade de São Paulo

Associate Professor in the area of ​​Communication and Marketing at the University of São Paulo. He holds a degree in Portuguese from the University of São Paulo (1994), a specialization in Marketing from the Escola Superior de Propaganda e Marketing, a master's degree (2003) and a PhD (2008) in Communication Sciences from the University of São Paulo. He is currently the coordinator of the Inter-Unitary Postgraduate Degree in Aesthetics and Art History at the University of São Paulo and also works in the Professional Master's Degree in Entrepreneurship, of the Faculty of Economics, Administration and Accounting and in the undergraduate degree in Marketing at the School of Arts, Sciences and Humanities, all of the University of São Paulo. Leader of the Research Group on Communication, Innovation and Creativity. He has experience in the area of ​​Communication, with an emphasis on Marketing, working mainly on the following topics: reception and consumption research, new media, new generations, cultural marketing, art market, innovation, creative cultural industries, creativity, entrepreneurship and social entrepreneurship. CV: http://lattes.cnpq.br/1197835678797660.

Manuella Reale , Universidad Federal de São Carlos

PhD in Communication Sciences from the University of São Paulo. Master's degree in Communication and Semiotics from PUC-SP. Graduate in Journalism of Social Communication from the Federal University of Pará, with a sandwich program at the University of Roehampton, in London. She is a substitute professor of Image and Sound at the Federal University of São Carlos and researcher of the Research Group Book and Publishing in Brazil in the 20th and 21st Centuries. She has produced and scripted videos on science and education. Research focus: reading practices, audiovisual and scientific communication. CV: http://lattes.cnpq.br/3981048583063958

How to Cite

The consumption of clothing by millennials in the context of convergence between analog, digital and post-digital: El consumo de ropa de los millennials en el contexto de convergencia entre lo analógico, lo digital y lo posdigital. (2024). Razón Y Palabra, 28(120), 72-85. https://doi.org/10.26807/rp.v28i120.2129

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