No fio da grisalha: envelhecimento, autoidentidade e práticas de consumo de mulheres grisalhas

• Ano de defesa: 2023
• Autor(a) principal: Koch, Adriana Costa
• Orientador(a): Camargo, Ricardo Zagallo
• Banca de defesa: Strehlau , Vivian Iara, Galindo, Flavia Luzia O. da Cunha, Silva, Izabela Domingues da
• 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 Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comportamento do consumo; cabelos grisalhos; envelhecimento feminino; maturidade; curso de vida
• Palavras-chave em Inglês: consumer behavior; gray hair; female aging; maturity; lifespan
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/703

During the pandemic, which impacted people around the world in the long biennium 2020-2022, a once uncommon phenomenon achieved notoriety in the media, especially on social media: the appearance of women of various age groups proudly displaying their gray hair. As such, discussions about aging in a society that is on hold for the next demographic boom, in which women have been resignifying their role, gray hair was the pretext that gave rise to this research. The present work aims to understand the meanings of hair for gray-haired women and their relationship with aging. The theoretical basis are the studies focused on lifespan and human development - including concepts about self-identity, to reflect on the role of gray hair in women - and consumption practices, seen through the lens of practice theory. The French discourse analysis was the methodology applied to arrive at the interpretation of the results. Although gray hair may convey an idea of promoting old age, this is a stage of life associated with negative aspects such as decay and dependence. Body care in the preparation of aging, the resignification of beauty standards and new practices of maintenance of gray hair are also among the findings.