“BE DIFFERENT, BE YOURSELF?”: a critical review of Capricho Magazine consumption among adolescents
DOI:
https://doi.org/10.46906/caos.n35.72904.p143-167Keywords:
feminism, marketing, intersectionality, consumption.Abstract
As the objective of the study, we aim seek to understand the interactions between the social markers of difference present on the covers of the Capricho magazine, as experienced by former magazine consumers, and to analyze the background of the relationships evidenced in the debate. To achieve the proposed objective, we conducted documental research and two focus groups with subjects aged between 25 and 30 years, who were readers of this magazine during their adolescence. The participants noted the absence of themes related to issues of race, class, and gender. Furthermore, they highlighted in the debate the background of these relationships based on capitalism, racism, elitism, colonialism, and sexism. This study extends beyond the generic use of the term “gender”. Beyond this, we explore intersubjective understandings of intersectional feminism, exposing the social markers of difference and the means by which they are made visible or invisible. We utilize intersectional feminism to examine intersectional forms of marginalization, a theory that is gaining prominence in research agendas in marketing and consumer behavior. Among the implications of the study, we can highlight that, through dialogue, we recognize restrictions and conditions stimulated through consumption of the magazine.Furthermore, we reinforce positions that seek to align marketing studies with feminist agendas, avoiding silencing this field.
References
ACKER, J. Inequality regimes: gender, class, and race in organizations. Gender & Society, [Thousand Oaks], v. 20, n. 4, p. 441‑464, 2006. Disponível em: https://doi.org/10.1177/0891243206289499. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1177/0891243206289499
ASKEGAARD, S. Consumer culture theory–neo-liberalism’s ‘useful idiots’? Marketing Theory, [London], v. 14, n. 4, p. 507-511, 2014. Disponível em: https://doi.org/10.1177/1470593114545424. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1177/1470593114545424
BAINES, D. Gender mainstreaming in a development project: intersectionality in a post-colonial un-doing? Gender, Work & Organization, United Kingdom, v. 17, n. 2, p. 119-149, 2010. Disponível em: https://doi.org/10.1111/J.1468-0432.2009.00454.X. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1111/j.1468-0432.2009.00454.x
BAUER, M. W.; GASKELL, G. Pesquisa qualitativa com texto, imagem e som: um manual prático. Petrópolis: Editora Vozes, 2015.
BELK, R. W. Qualitative versus quantitative research in marketing. Revista de Negócios, Blumenau, SC, v. 18, n. 1, p. 5-9, 2013. Disponível em: https://ojsrevista.furb.br/ojs/index.php/rn/article/view/3612. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.7867/1980-4431.2013v18n1p5-9
BETTANY, S. et al. Moving beyond binary opposition: exploring the tapestry of gender in consumer research and marketing. Marketing Theory, United Kingdom, v. 10, n. 1, p. 3-28, 2010. Disponível em: https://doi.org/10.1177/1470593109355244. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1177/1470593109355244
BRAH, A.; PHOENIX, A. Ain’t I a woman? Revisiting intersectionality. Journal of International Women’s Studies, Bridgewater, MA, v. 5, n. 3, p. 75 86, 2004. Disponível em: https://vc.bridgew.edu/jiws/vol5/iss3/8. Acesso em: 23 nov. 2025.
BUTLER, J. Gender trouble: feminism and the subversion of identity. New York: Routledge, 2002. DOI: https://doi.org/10.4324/9780203902752
CHATZIDAKIS, A.; MACLARAN, P. Gendering consumer ethics. International Journal of Consumer Studies, United Kingdom, v. 44, n. 4, p. 316-327, 2020. Disponível em: https://doi.org/10.1111/ijcs.12567. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1111/ijcs.12567
CLARKE, V.; BRAUN, V.; HAYFIELD, N. Thematic analysis. In: SMITH, J. A. (org.). Qualitative psychology: a practical guide to research methods. 3. ed. London: SAGE, 2015. p. 222 248.
COLLINS, P. H. Pensamento feminista negro: conhecimento, consciência e política do empoderamento. São Paulo: Boitempo, 2019.
COLLINS, P. H. It’s all in the family: intersections of gender, race, and nation. Hypatia, [S. l.], v. 13, n. 3, p. 62 82, 1998. DOI: https://doi.org/10.1111/j.1527-2001.1998.tb01370.x
CURRIE, D.; KELLY, D. M.; POMERANTZ, S. Girl power: girls reinventing girlhood. New York: Peter Lang, 2009.
DAVIS, A. Mulheres, raça e classe. São Paulo: Boitempo, 2016.
FEDERICI, S. Calibã e a bruxa: mulheres, corpos e acumulação primitiva. São Paulo: Elefante, 2019.
FIRAT, A. F.; TADAJEWSKI, M. Critical marketing – marketing in critical condition. In: MACLARAN, P.; SAREN, M.; STEARNS, J.; TADAJEWSKI, M. (org.). The Sage handbook of marketing theory. London: Sage, 2010. p. 127 150. DOI: https://doi.org/10.4135/9781446222454.n8
FITCHETT, J. A.; PATSIOURAS, G.; DAVIES, A. Myth and ideology in consumer culture theory. Marketing Theory, United Kingdom, v. 14, n. 4, p. 495-506, 2014. Disponível em: https://doi.org/10.1177/1470593114545423. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1177/1470593114545423
GILL, R. Post-postfeminism?: new feminist visibilities in postfeminist times. Feminist Media Studies, London, v. 16, n. 4, p. 610‑630, 2016. Disponível em: https://doi.org/10.1080/14680777.2016.1193293. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1080/14680777.2016.1193293
GODOI, Christiane Kleinübing; BANDEIRA-DE-MELLO, Rodrigo; SILVA, Anielson Barbosa da. Pesquisa qualitativa em estudos organizacionais. São Paulo: Saraiva, 2007. v. 1.
GONICK, M. Between “girl power” and “reviving Ophelia”: constituting the neoliberal girl subject. NWSA Journal, Baltimore, v. 18, n. 2, p. 1 23, 2006. DOI: https://doi.org/10.1353/nwsa.2006.0031
GONZALEZ, L. Racismo e sexismo na cultura brasileira. In: ANPOCS (org.). Ciências sociais hoje. São Paulo: ANPOCS, 1983. p. 223 244.
GOPALDAS, A.; SIEBERT, A. Women over 40, foreigners of color, and other missing persons in globalizing mediascapes: understanding marketing images as mirrors of intersectionality. Consumption Markets & Culture, London, v. 21, n. 4, p. 323 346, 2018. DOI: https://doi.org/10.1080/10253866.2018.1462170
GRUSZYNSKI, A. C.; CHASSOT, S. S. O projeto gráfico de revistas: uma análise dos dez anos da revista Capricho. Conexão – Comunicação e Cultura, Caxias do Sul, v. 5, n. 10, p. 36–59, 2006.
GUIMARÃES, N. A.; ACCIARI, L. Interview with Patricia Hill Collins. Tempo Social, São Paulo, v. 33, n. 1, p. 287 322, 2021. Disponível em: https://doi.org/10.11606/0103-2070.ts.2021.174340. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.11606/0103-2070.ts.2021.174340
HEARN, J.; HEIN, W. Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities. Journal of Marketing Management, United Kingdom, v. 31, n. 15 16, p. 1626 1651, 2015. Disponível em: https://doi.org/10.1080/0267257X.2015.1068835. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1080/0267257X.2015.1068835
HIETANEN, J.; MURRAY, J. B.; SIHVONEN, A.; TIKKANEN, H. Seduced by “fakes”: producing the excessive interplay of authentic/counterfeit from a Bbudrillardian perspective. Marketing Theory, [London], v. 20, n. 1, p. 23–43, 2020. Disponível em: https://journals.sagepub.com/doi/10.1177/1470593119870214. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1177/1470593119870214
HOLVINO, Evangelina. Intersections: the simultaneity of race, gender and class in organization studies. Gender, Work & Organization, United Kingdom, v. 17, n. 3, p. 248–277, 2010. Disponível em: http://doi.wiley.com/10.1111/j.1468-0432.2008.00400.x. Acesso em: 25 nov. 2025. DOI: https://doi.org/10.1111/j.1468-0432.2008.00400.x
HOOKS, bell. Talking back: thinking feminist, thinking black. 2. ed. New York: Routledge, 2014. DOI: https://doi.org/10.4324/9781315743134
KOFFMAN, Ofra; ORGAD, Shani; GILL, Rosalind. Girl power and “selfie humanitarianism”. Continuum, Austrália, v. 29, n. 2, p. 157–168, 2015. Disponível em: https://doi.org/10.1080/10304312.2015.1022948. Acesso em: 25 nov. 2025. DOI: https://doi.org/10.1080/10304312.2015.1022948
LAMBERT, A. Psychotic, acritical and precarious? A Lacanian exploration of the neoliberal consumer subject. Marketing Theory, [London], v. 19, n. 3, p. 329 346, 2019. Disponível em: https://doi.org/10.1177/1470593118796704. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1177/1470593118796704
LERNER, G. A criação do patriarcado: história da opressão das mulheres pelos homens. São Paulo: Editora Cultrix, 2020.
LORDE, Audre. Idade, raça, classe e gênero: mulheres redefinindo a diferença. In: HOLLANDA, H. B. (org.). Pensamento feminista: conceitos fundamentais. Rio de Janeiro: Bazar do Tempo, 2019. p. 238 249.
MACLARAN, P. Feminism’s fourth wave: a research agenda for marketing and consumer research. Journal of Marketing Management, United Kingdom, v. 31, n. 15–16, p. 1732–1738, 2015. DOI: https://doi.org/10.1080/0267257X.2015.1076497
MACLARAN, Pauline et al. Praxis or performance: does critical marketing have a gender blind-spot?. Journal of Marketing Management, United Kingdom, v. 25, n. 7–8, p. 713–728, 2009. Disponível em: https://doi.org/10.1362/026725709X471587. Acesso em: 25 nov. 2025. DOI: https://doi.org/10.1362/026725709X471587
MACLARAN, P.; KRAVETS, O. Feminist perspectives in marketing: past, present, and future. In: TADAJEWSKI, M.; BROWNLI, S.; VAREY, R. J.; SHEPHERD, D. (org.). The Routledge Companion to Critical Marketing. London: Routledge, 2018. p. 64 82. DOI: https://doi.org/10.4324/9781315630526-4
MAISON, D. Qualitative marketing research: understanding consumer behaviour. London: Routledge, 2018. DOI: https://doi.org/10.4324/9780429467028
MATHIEU, Nicole-Claude. Sexo e gênero. In: HIRATA, HELENA et al. (org.). Dicionário crítico do feminismo. São Paulo, SP: Editora da Unesp, 2009. p. 222–230.
MURRAY, J. B.; OZANNE, J. L. The critical imagination: emancipatory interests in consumer research. Journal of Consumer Research, Chicago, v. 18, n. 2, p. 129 144, 1991. Disponível em: https://doi.org/10.1086/209247. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1086/209247
OKSALA, J. Feminism, capitalism, and ecology. Hypatia, [S. l.], 33, n. 2, p. 216–234, 2018. Disponível em: https://doi.org/10.1111/hypa.12395. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1111/hypa.12395
PARSONS, E., MACLARAN, P.; CHATZIDAKIS, A. Contemporary issues in marketing and consumer behaviour. Oxford, UK: Routledge, 2017. DOI: https://doi.org/10.4324/9780203526040
PELÚCIO, L. Marcadores sociais da diferença nas experiências travestis de enfrentamento à aids. Saúde e Sociedade, São Paulo, v. 20, n. 1, p. 76–85, 2011. Disponível em: https://www.scielo.br/j/sausoc/a/7DLHvcVH93dQpHGkMKbykhC/?format=html&lang=pt. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1590/S0104-12902011000100010
PERROT, M. Minha história das mulheres. São Paulo, SP: Editora Contexto, 2007.
RUIZ CASTRO, M.,; HOLVINO, E. Applying intersectionality in organizations: Inequality markers, cultural scripts and advancement practices in a professional service firm. Gender, Work & Organization, United Kingdom, v. 23, n. 3, p. 328–347, 2016. Disponível em: https://onlinelibrary.wiley.com/doi/abs/10.1111/gwao.12129. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1111/gwao.12129
SAREN, M. Marketing is everything: the view from the street. Marketing Intelligence & Planning, United Kingdom, v. 25, n. 1, p. 11-16, 2007. Disponível em: https://doi.org/10.1108/02634500710722362. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1108/02634500710722362
SCALZO, M. Jornalismo de revista. São Paulo: Contexto, 2004.
STEWART, David W.; SHAMDASANI, Prem. Online focus groups. Journal of Advertising, [S. l.], v. 46, n. 1, p. 48-60, 2017. Disponível em: https://www.jstor.org/stable/26157260. Acesso em: 25 nov. 2025. DOI: https://doi.org/10.1080/00913367.2016.1252288
TADAJEWSKI, Mark. History and critical marketing studies. Journal of Historical Research in Marketing, [S. l.], v. 4, n. 3, p. 440–452, 2012. Disponível em: https://doi.org/10.1108/17557501211252970. Acessoe m: 25 nov. 2025. DOI: https://doi.org/10.1108/17557501211252970
TADAJEWSKI, M. Towards a history of critical marketing studies. Journal of Marketing Management, United Kingdom, v. 26, n. 9 10, p. 773 824, 2010. Disponível em: https://doi.org/10.1080/02672571003668954. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1080/02672571003668954
VALENTINE, G. Theorizing and researching intersectionality: a challenge for feminist geography. The Professional Geographer, [S. l.], v. 59, n. 1, p. 10 21, 2007. Disponível em: https://doi.org/10.1111/j.1467-9272.2007.00587.x. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1111/j.1467-9272.2007.00587.x
WINKER, G.; DEGELE, N. Intersectionality as multi-level analysis: dealing with social inequality. European Journal of Women’s Studies, United Kingdom, v. 18, n. 1, p. 51 66, 2011. Disponível em: https://doi.org/10.1177/1350506810386084. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1177/1350506810386084
YUVAL-DAVIS, N. Intersectionality and feminist politics. European Journal of Women’s Studies, United Kingdom, v. 13, n. 3, p. 193 209, 2006. Disponível em: https://doi.org/10.1177/1350506806065752. Acesso em: 23 nov. 2025. DOI: https://doi.org/10.1177/1350506806065752
Published
Issue
Section
License
Copyright (c) 2025 Fernanda de Aguiar Zanola , Raphael de Morais, Fernanda Cavalheiro Ruffino Rauber
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
A Caos é regida por uma Licença da Creative Commons (CC): CC BY-NC 4.0, aplicada a revistas eletrônicas, com a qual os autores declaram concordar ao fazer a submissão. Os autores retêm os direitos autorais e os de publicação completos.
Segundo essa licença, os autores são os detentores dos direitos autorais (copyright) de seus textos, e concedem direitos de uso para outros, podendo qualquer usuário copiar e redistribuir o material em qualquer suporte ou formato, remixar, transformar e criar a partir do material, ou usá-lo de qualquer outro propósito lícito, observando os seguintes termos: (a) atribuição – o usuário deve atribuir o devido crédito, fornecer um link para a licença, e indicar se foram feitas alterações. Os usos podem ocorrer de qualquer forma razoável, mas não de uma forma que sugira haver o apoio ou aprovação do licenciante; (b) NãoComercial – o material não pode ser usado para fins comerciais; (c) sem restrições adicionais – os usuários não podem aplicar termos jurídicos ou medidas de caráter tecnológico que restrinjam legalmente outros de fazerem algo que a licença permita.
Recomendamos aos autores que, antes de submeterem os manuscritos, acessem os termos completos da licença (clique aqui).
