O consumo de animê no streetwear pelo Millenial

Abstract

This research project aims to examine the values identified in the consumption of streetwear fashion products that carry anime licensing, by the Millenial generation. In their childhood, these people had their first contact with Japanese animations and in their adult life, which has undergone numerous transformations, from the way they communicate to the way they consume. Nowadays, they make up an important socio-economic niche and opinion maker in the contemporary context. The research recovers the trajectories of anime along with the technological advancement of the media in recent decades, as well as street fashion in the connection with sports and music, from their respective origins, oriental and North American to Brazil. The corpus is made up of communications and sweatshirts from the streetwear collection licensed by the clothing brand Primitive with images from the Naruto franchise. The research analyzes the subjects' modes of belonging, anchored in values that allow us to see important meanings of contemporary society. The analysis is based on the theoretical-methodological foundation of discursive semiotics applied to consumption and media, illuminated by the advancement of socio-semiotics. The main authors listed in the dissertation are A. J. Greimas, J.M. Floch, E. Landowski, S. Monte, S. Jenkins, G. McCracken and J. M. Barbero. The values of nostalgia, hedonism, family, globalized culture and urbanity are tested as hypotheses of possible meanings of the manifestations for a part of this generation that adheres to the respective high-cost products. It is perceived, as a background that mobilizes the relations, the axiology of consumption in a strong connection with communication technologies, led by the generation, in the socioeconomic strata of the population with greater purchasing power, thus giving them the notion of belonging while making invisible a good part of the values originating from anime and streetwear