Abstract
ABSTRACT Purpose: Analyze the makeup of contemporary femininities through in-depth research into how a group of assiduous readers of high fashion blogs produces meanings about themselves and the social relationships in which they are involved. Originality/gap/relevance/implications: The study advances in the understanding of how social relationships are complex complexions and blogs, tools of virtual publication of the content of daily activities of their idealizers, in new spaces influencing the construction of the subjectivity of individuals or even understanding them as contemporary forms of organization. Key methodological aspects: Qualitative study with data collected from virtual observation techniques and semi-structured interviews. Summary of key results: The high-fashion blog as a business organization with a profile of readers presenting common interests and characteristics, in addition to the emergence of femininity as a multifaceted complex of characteristics both near as distant from the old public roles played by women. Key considerations/conclusions: The conception of the blog conjectures as a digital locus where social interactions and market relations are possible. The study also allowed bringing the debate of postmodern feminist approaches to the field of organizational studies, reaffirming the intermittent character of the subjective constitution of the feminine gender in the contemporary emancipatory perspective.
Highlights
Femininity is the gender’s constitution and may be expressed regardless a biological sex
Originality/gap/relevance/implications: The study advances in the understanding of how social relationships are complex complexions and blogs, tools of virtual publication of the content of daily activities of their idealizers, in new spaces influencing the construction of the subjectivity of individuals or even understanding them as contemporary forms of organization
The feminine identity, in this sense, is a social construct (Goldenberg, 2005; Medeiros & Valadão, 2011) and the feminine gender can be registered as a subjective production that opens possibilities to escape dichotomies or sexual dualisms (Ferreira & Nogueira, 2013)
Summary
Femininity is the gender’s constitution and may be expressed regardless a biological sex. Fashion can be a symbolic representation of status, belonging, social hierarchy, class, gender, race, ethnicity, community, culture, or any other type of individual or social identification In this context, high fashion blogs appear as contemporary tools that help in the spread of information regarding consumer’s trends and the supply of artifacts configured as “fashionable” (Tavernari & Murakami, 2012). For González Rey (2012), identity is defined by subjective senses and, lies within a larger complex system, subjectivity, which is constituted by subjects and is, at the same time, part of the same subjects, in an inextricable relationship of social processes Inspired in this context, high fashion blogs are commercial spaces on the internet, kept and fed daily by bloggers, aiming at the dissemination of content of their publications among readers with common interests The complementation of phrases, a technique pointed out by González Rey (2012) and employed by Ferreira and Nogueira (2013), is used to uncover how blogs, for this constitution, influences their assiduous readers and how it interferes in contemporary femininity
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