In the face of the dominance of neoliberalism in Western societies the possibilities of consumption are overwhelming. This type of societies are associated with a consumerist culture and lifestyle, where the capacity of consumption is the fundamental criterion of inclusion/exclusion of the subjects. Consumption intervenes significantly in the construction of people's personal and social identity. The desires and longings generated by the consumer society are related to the acquisition of lifestyles. In this sense, subjects give meaning to objects and experiences. The interest of this research is in young people. Young people represent a segment of interest for the economic market; therefore, they constitute a group that is financially in risk. The high levels of indebtedness of the youth population in Chile must be considered. Specifically, men handle money from a young age and carry out certain paid activities, especially in popular sectors. Men are projected as active consumers in the economic market, an area where the traditional gender division has diminished, directing men to production and women to consumption. On the other hand, empirical evidence shows the association between masculinities and material possessions, money and orientation to success. It is also possible to mention a relative scarcity of studies linking men and consumption in Latin America. In this context, the present article explores the meaning of consumption as constructed by university men in three areas of professional training, who are pursuing undergraduate careers, in the Araucanía Region. A qualitative methodology is used to achieve the research objective, applying the technique of natural semantic networks. A case study is carried out. The sample was conformed by students of Social Sciences (18 subjects), Health Sciences (15 subjects) and Engineering Sciences (18 subjects), aged between 18 and 24 years old, with a total of 51 subjects. All students are from a private university in the Araucanía Region, Chile. From the study carried out, it is possible to point out the usefulness of the technique of natural semantic networks as a tool for a first exploration of the field of study. The results indicate an abundant general semantic network, formed by 129 words. The core of the semantic network is represented by the word “feed”, followed by meanings associated with money, buying (shopping) and need, giving an account of the material dimension of consumption. The definitions associated with drugs and alcohol are also relevant. For Social Science students, the SAM net for consumption is defined by money, expenses and need. The SAM net for young men in Health Sciences is defined by food, money and drugs. For engineering students, consumption is defined by expenses, food and money. In summary, the results of the overall SAM net indicate three major categories of exploration of meanings relevant to undergraduate college youth consumption in this study: food and eating; appropriation of material possessions in relation to acquisition and exchange for money from purchase, and consumption associated with drugs and alcohol. The findings suggest primarily exploring food and the relationship with the male body, as well as material possessions and orientations to success in young men and the relationship with the construction of youthful masculinities. https://doi.org/10.16888/interd.2022.39.1.10
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