Lifestyle politics express the politicization of everyday life and have emerged in opposition to the discourse, generally reproduced by the media, that consumption is essential to achieve a happy and satisfactory life. This paper investigates one of these lifestyles: minimalism. The adopters of this lifestyle believe that by avoiding overconsumption, they are adhering to conscious consumption and challenging the so‐called consumer society. Nevertheless, the development path for minimalists remains unclear. Through this multi‐method study, we seek to discover how a consumer becomes a minimalist. We targeted self‐proclaimed minimalists and members of Facebook communities related to this lifestyle politics. The findings led us to propose a visual representation of a non‐linear minimalist process, composed by overlapped stages, in which consumers choose to engage. By showing the component parts of minimalism, we indicate a new way to approach the topic. We also contributed to outline how consumers forge their identities through de‐growth in consumption practices and unveiled tensions behind minimalism lifestyle. We concluded by proposing venues for future research.
Esta pesquisa interpretativa possui o objetivo de compreender conexões e elementos que formam a assemblage do universo nerd bem como o seu processo de criação de valor. Para isso, utiliza artigos teóricos associados à criação de valor (ARSEL, 2015) e à assemblage (DELANDA, 2006). Como procedimento metodológico, foram realizadas observações participante e não participante (JORGENSEN, 1989) em eventos do universo nerd e entrevistas em profundidade (MCCRACKEN, 1988). O material coletado foi transcrito e organizado com auxílio do Microsoft Word. Na análise dos dados, a análise temática serviu de inspiração (BRAUN; CLARKE, 2012) e foram identificados cinco grandes temas: i) Identificação nerd: conexão gradual e pautada por materialidade; ii) Identidade nerd e consumo: conexão de reconhecimento; iii) Identidade nerd e consumo: conexão emocional e de pertencimento; iv) Identidade nerd e consumo: conexão perene e de exibição e; v) Identidade nerd e consumo: conexão mediada pelo espaço físico.
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