“BE DIFFERENT, BE YOURSELF?”: a critical review of Capricho Magazine consumption among adolescents

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.