Comunicação e construção de perfis de consumo e identidades na internet: a marca Mary Jane

Abstract

This work aims to investigate the communication and the construction of profiles and adolescent female identities on the internet, from the identification with the character of the brand Mary Jane, in the site and on her Orkut profile. Mary Jane is an unconventional teenager, who lives within the male environment of extreme sports, has blue hair, an eclectic group made up of boys and girls who skate and surf. We investigate what standards and evidences of communicative interaction, identity construction and consumption are established in this case of study, mainly by the convergence of communication processes that occurred between the site and the social networking platform Orkut. The intention is to focus on evidences and articulations that are relevant to estabilish a relationship between brand and consumer, where a cult brand stimulates consumption. The theoretical references are basically Stuart Hall, João Freire Filho, Sherry Turkle and Danah Boyd for the aspects of the subject and teen’s identities in cyberspace, Michel Maffesoli for understanding sociality and postmodern tribes, Baudrillard, Lipovetsky Featherstone for understanding the issues of consumption.