Divas e autonarrativas: o consumo de música pop e a identidade de mulheres jovens na metrópole paulistana

• Ano de defesa: 2025
• Autor(a) principal: Guedes, Betina de Jesus
• Orientador(a): Rocha, Rosamaria Luiza de Melo
• Banca de defesa: Rocha, Rosamaria Luiza de Melo , Pereira, Simone Luci , Casadei, Eliza Bachega
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comunicação e consumo; música pop; juventudes; gênero; mulheres
• Palavras-chave em Inglês: communication and consumption; pop music; youth; gender; Women
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/854

With the theme of the relationship between identity formation and the pop music world, focusing on the pop music itself consumption, this dissertation aims to contribute to the field of communication studies and its interfaces with consumption by investigating the identity construction process and pop music consumption among young women living in metropolitan areas. The goal is to answer the following question: “how is pop music consumption triggered in the self-narratives of young metropolitan women?”. This aims to understand the relationship between pop culture and the identity construction in young women, with an emphasis on the symbolic representations created by pop music. The theoretical framework draws on perspectives from cultural studies (both British and Latin American), consumption anthropology, and the concept of cultural use as a tool for subjectivation. Consumption is considered an identity anchor, and youth cultures are seen as shaped by the production of identities and differences. The methodology used to address the research question includes a bibliographic review and the application of semi-structured questionnaires through digital means. In addition to an initial survey of social data, open-ended questions were used to identify and analyze how these young women narrate their own stories and their pop music consumption. The sample consisted of individuals who identify as female, aged between 18 and 25, whose experiences are shaped by living in the metropolitan area of Greater São Paulo. Through the analysis of the self-narratives provided by the respondents, it was possible to observe the central role of media and family as tools for constructing taste. Moreover, among the main mechanisms of respondent-diva identification, similarities (mainly in terms of age/life stage), inspiration, and the high exposure/consumption frequency of a particular artist’s work emerged. Pop music proved to be relevant in these women’s lives based on pillars such as the translation of emotions (giving voice to and "explaining" shared feelings), the ability to intensify or alter mood (when happy, pop music makes them even happier; when sad, it has the power to reverse that feeling), memory construction (it marks a particular phase in their lives and has the power to transport them back to that moment), and as a background to daily actions (the music accompanies them in their daily tasks). Finally, the responses revealed a common ideal of what a "pop diva" is, personified in a female, cisgender, heterosexual, white, slim, and international person (over 80% of the responses fit this profile).