Resumo

CAROSIO, Alba. El género del consumo en la sociedad de consumo. La ventana [online]. 2008, vol.3, n.27, pp.130-169. ISSN 1405-9436.

This contribution presents an analysis of the rise of Western Consumer Society, showing how as a social disciplinary mechanism and a driving force behind production it has made capitalism viable. To insert itself in everyday life, consumerism as a civilizatory model has created a new kind of woman: the consumer. Being responsible for 80% of the purchasing decisions at home, women-consumers are the most manipulated and coveted target for corporative marketing managers, and the key addressees and protagonists of the discourse of advertising. Women-consumers are torn between the happiness promised by the consumer culture to those with a purchasing power and the flip side of invisible poverty that sustains it.

Palavras-chave : consumption; gender; publicity; consumerism; consumption society.