O hiperconsumo de moda como fenômeno hedonista

Abstract

The purpose of this dissertation is to investigate through theory the fashion and consumption field based on a cultural, sociological, psychological and philosophical historical analysis of consumption in the late 19th century (post-industrial revolution) until today. The emphasis focuses on how the act of purchase has gradually detached from the material, functional and socially distinctive needs, thereby assuming a level of hedonist hyper-consumption, as well as its consequences. The development of this paper was based on qualitative research of a specific bibliographic revision, principally on three authors who focused on consumption, namely: Gilles Lipovetsky, Zygmunt Bauman, and Colin Campbell. The investigation brought into focus that the history of consumption, especially of fashion, highly influenced the development of the hyper-consumption currently perceived, whether by industrial evolution including Fordism and mass production or through the development of mass consumption markets, through department stores or publicity and advertisement strategies, which have linked characteristics of seduction in the pursuit of pleasure. This paper also shows that the current hyper-consumption overview is highly influenced by the contemporary consumer that seeks for pleasure and happiness through consumption, but somehow it is mostly tied to the imagination and divagations of individuals than to the actual purchase; therefore, the hedonist perspective of the consumer good quickly comes to an end, right after its acquisition or disposal, which may cause frustration and feed a cycle developed on the basis of desire, acquisition, disillusion and back to desire. Additionally, the research evidences that consumers have sought for pleasure through purchase, in addition to create or recreate identity, considering that society and its superabundance of products, services and entertainment allows such transience and fluidity.

Sustentabilidade industrial: manual de apoio à transição e adequação de pequenas empresas do setor têxtil

“…Desde a industrialização e do estabelecimento do modelo linear de produção, foi observado o aumento da capacidade produtiva (AZEVEDO, 2015), possibilitando o desenvolvimento de tecnologias inovadoras. Como consequência, no final do século XIX com o avanço do capitalismo, surge o consumo em massa sendo o precursor do consumismo atual, deixando de lado a relação de necessidade para satisfação pessoal (LIPOVETSKY, 1989;BAUMAN, 2008;ROSA, 2019), pautada pela ideia de recursos naturais ilimitados assumida pelo modelo de produção após a Segunda Guerra Mundial (LEITÃO, 2015).…”

“…The Industrial Revolution was supported by massive exploitation of materials, natural resources and the uncontrolled emission of polluting gases and established a linear production model, strongly increasing production range (AZEVEDO, 2015), leading to the current environmental crisis. Starting at the end of the 19th century, mass consumption emerged as the basis of current consumerism (LIPOVETSKY, 1989;BAUMAN, 2008;ROSA, 2019), guided by the idea of unlimited natural resources. This process endorsed consumer capitalism, mainly after the Second World War (LEITÃO, 2015).…”