When bodies and diversity go shopping: consumption, stereotypes and market practices

Abstract

This study investigated the ways in which points of sale are receiving and dealing with the diversity of their LGBTI (Lesbians, Gays, Bisexuals, Transvestites, Transsexuals, Transgender and Intersex) clients/consumers by conducting an ethnography study in two malls in the municipality of Belém, Pará via purchase simulation. Geertz (1989), Corrêa and Dubeaux (2015), Judith Butler (2006), Louro (1997), and Walter Lippmann (2008) are adopted as theoretical framework, where consumption is not only an exchange of value monetary, but one of the possibilities of spaces for questioning, experiences, debate and symbolic practices that are based on stereotypes, actions to publicize the market, resistance and interactions in the social fabric of life. Thus, this article determines how some of these individuals perceive themselves and whether or not they take advantage of advertising strategies and how some of them are motivated to claim respect and their rights by means of consumption.