A Study of the Discourse of Possessions in Coping With the Stigmatized Gay Identity

Individuals who perceive and accept the homosexual identity may be considered carriers of a socially stigmatized identity (Goffman, 1988). This stigma has a direct influence on the social relations of individuals and, consequently, on their consumer relations. The purpose of this study is to understand how gay males in Rio de Janeiro use the discourse associated with their possessions to deal with the stigma relating to the homosexual identity. Three major categories raised from field observations: (i) territoriality, (ii) sense of community, and (iii) consumer resistance.



Citation:

Bill Pereira and Eduardo Ayrosa (2008) ,"A Study of the Discourse of Possessions in Coping With the Stigmatized Gay Identity", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 207-207.

Authors

Bill Pereira, Escola Brasileira de Administracao Publica e de Empresas - EBAPER/ FGV
Eduardo Ayrosa, Escola Brasileira de Administracao Publica e de Empresas - EBAPER/ FGV



Volume

LA - Latin American Advances in Consumer Research Volume 2 | 2008



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