The use of branded clothing in identity development and social relations between adolescents
Jamile Leidiane dos Santos César,
Luca Tateo
Abstract:Branded clothes and accessories are objects whose meaning extends beyond their use value. Branded items are widely used and consumed by adolescents worldwide, affecting their perception of themselves and of others. Then, how does the use of branded clothes and accessories relate to the identity development and the social relations between adolescents? To answer, we present the result of a netnographic case study focusing on a Brazilian young man, using a mixed-method approach involving observation, social medi… Show more
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