Representações do consumidor de fake nos discursos sobre a moda: a análise do discurso e a construção de identidades
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This paper approaches a topic that has been explored with relative frequency in various media and that relates very directly to the logic of media and the marketing production of needs and production of identities: consumption in the world of fashion, fake, ie, counterfeit luxury goods. Our goal is to seize discursive representations of fake consumer products nowadays through the analysis of what is enunciated today about it. Therefore, we formed our analysis corpus with texts from different genres (blogs on the Internet, advertising in print magazines and interviews, etc.) whose thematic content resembles occupy themselves by consumption of fake products, positioning itself in favor or against this practice. Thus, we proceed initially to identify, in these texts, the different discursive positions on the issue, raising arguments against consumption copies and counter-discourses that support all or part of this practice for sometimes political, sometimes economic, sometimes cultural reasons, and sometimes by all of them. We theorically rely in Discourse Analysis derived from the works of Michel Foucault and Michel Pecheux, regarding their approach forms of constitution, formulation and circulation of discourses, and its interface with studies undertaken, among others, by Gilles Lipovetsky and Roland Barthes, which dealt with the analysis of fashion as a social, economic, cultural and semiological, to seek to seize evidence of discursive identity representations consumer anti and pro-fake. We assumed that any society is identifying with speeches that it becomes more evident for several reasons, among them because of its expressive movement. The exploitation by the market of the the aggregate symbolic (culturally and economically produced and manifested by the ability to identify a brand) to the products of the fashion universe is not new. The phenomenon of reproduction of fashion is not new (which to some extent contributes to the success of a brand, since acts as positive publicity). We note that the novelty of our time is the expansion of copies of this phenomenon and the consequent proliferation of discourses about the phenomenon. If on one hand, appears to us very strongly speeches condemning the 'bad taste' to 'criminal offense' for the consumption of copies; on the other hand, and in response to the first, we observe the emergence of discourses that defend, or at least not contrary to the manifest they consider a very peculiar form of ownership. If, for some it is copy, which can, therefore, sentencing, for others we are facing a reinterpretation, in some measure that would refer to an imaginary cannibalistic, which is the Brazilian identity.