Banca de QUALIFICAÇÃO: Isadora Clotilde de Siqueira Leite

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : Isadora Clotilde de Siqueira Leite
DATE: 27/02/2023
TIME: 15:00
LOCAL: online, por meio webconferência
TITLE:

Women's Things?: a study on market myths and the resignification of consumption practices in household chores

KEY WORDS:

Gender; Household chores; Consumption; Decision-Making Process

PAGES: 27
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

This research proposal is to understand how the naturalization of the female social role is permeated and resignified through market myths. For this purpose, a qualitative study will be carried out, in which in-depth interviews and netnography will be used, having as an empirical context the household chores performed by women, who perform practices that are not part of the market myths. How domestic work is naturally delegated, especially to women, sustains the inequality of gender roles distributed in society. According to this perspective, the research aims to emerge a reflection on gender in consumption – a development theme that is fragmented in consumer studies and with considerable space for reflections and contributions. Thus, we seek to broaden discussions on the role of gender in the dynamics of consumption practices, as well as its decision-making process.

COMMITTEE MEMBERS:
Externa à Instituição - ANA RAQUEL COELHO ROCHA - UFF
Externa à Instituição - RENATA COUTO DE AZEVEDO DE OLIVEIRA - Unigranrio
Presidente - RONAN TORRES QUINTÃO - IFSP