Abstract

GIL, Gastón Julián. Runners and consumers. Identity and aesthetics in running in contemporary Argentina. Cultura representaciones soc [online]. 2019, vol.14, n.27, pp.411-439.  Epub Jan 20, 2021. ISSN 2007-8110.  https://doi.org/10.28965/2019-27-13.

The dimensions linked to aesthetics, and particularly to clothing, constitute salient edges of the phenomenon of running in Argentina. Indeed, runners display patterns of consumption related to clothing that define them partially as part of a collective with a high visibility in our contemporary world. This article accounts for such patterns of consumption and proposes a comprehensive approach that overcomes the easy stigmatization of running as a phenomenon characterized by superficiality, impostures and also determined by fashion caprices.

Keywords : ethnography, sport, consumption; lifestyles; identity.