As novas feições do consumo contemporâneo: identidade, estilo de vida e mídias sociais

Abstract

The present study aims to analyze how contemporary consumption patterns are directly linked to social media, playing a role in the popularization of fast fashion and its impacts on fashion trends. In contemporary society, social media serves as an essential tool for interaction among people, triggering changes in consumption processes and influencing fashion innovation and trend dissemination among brands and consumers. In this context, the research questions the role of social media in fashion consumption and to what extent these practices surpass the boundaries of users‟ individuality, impacting their personal preferences. The study seeks to investigate how social media functions as a virtual showcase that influences not only consumption habits but also self-perception. It examines how clothing and style choices are shaped by factors such as media, culture, and social pressures, providing an understanding of identity processes and how fashion becomes a means of self-affirmation and self-discovery. To achieve this, the study was methodologically structured into two phases: the first consisting of a literature review and the second involving an analysis of videos posted on social media. Through this approach, the research aims to contribute to fashion studies as a cultural and social phenomenon, encouraging reflection on the impact of social media content and fostering a deeper understanding of consumption processes in hypermodernity.