From social labelling consumption to tagging consumption: #riachuelo and mediatized fashion

Abstract

Mediatized consumption is characterized by growing importance of media in shaping consumer practices (Trindade e Perez 2014). Such practices, on mediatic circulation on digital networks, manifest themselves in unique ways, showing the passage of a social labelling consumption (Douglas e Isherwood 2013) to a society focused on consumer, which creates meanings in its uses and in tagging their consumption. Here, we direct our gaze to the Riachuelo brazillian fashion brand, from the uses of #riachuelo on social network Instagram.