Consumption of images of brand names and its impact on the construction of subjectivity among young people

Abstract

This study investigates the forms of adherence to the ideals of consumption represented by the images of brand names among young people of different social classes. It evaluates the implications of this for the construction of contemporary subjectivities and establishes a comparison between them. Eight group discussions were held, in which marketing images of products of different brands were presented to young people between the ages of 14 and 16 and from 17 to 21. Four variables were taken into consideration: age, social class, level of narcissist traits and sex, according to the levels of identification which were subjective identification, identification with the group, and cultural and corporal identification. These discussions resulted in the discovery that brands were associated with feelings of security, personal satisfaction and a supposed strengthening of oneself (I), while facing situations of group instability outlining forms of social inclusion / exclusion and life styles, from which the young people construct their identifying references. The social class factor proved to be the most relevant indicator of fascinated adherence, being more prominent in the younger groups.