Avatar of the self: Governing meta-body elaborated based on embodiments of consumption
Bruno Melo Moura,
André Luiz Maranhão de Souza-Leão
Abstract:Purpose -The aim of the current study is to investigate how consumer performativity is enacted through embodiment transformation, based on the theoretical elaboration of the body in three dimensions, namely: resistance, utopia and desire.Theoretical framework -Based on previous literature, the study proposes a theoretical framework when embodiment transformations -i.e., politics, pleasures, and affects -overlap through consumer performativity, evoking Foucauldian concepts to understand the dispositif sustained… Show more
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