A invisibilidade social da mulher e a cultura de consumo na sociedade brasileira

Abstract

The object of study of the referred course conclusion work is about how the patriarchal system has an influence on the invisibility of women, imposing social standards on them, a system that is a colonial heritage, and in this way she needs to consume so that she can reaffirm herself in society. society. Through this system, women for centuries have been made invisible and diminished by the oppression that favors men, even after several advances achieved by feminist movements. Since Colonial Brazil, women have played a secondary role in society, the legacy of that period is rooted in society today. Feminine invisibility occurs both in the private and public spheres, and makes women's path to liberation difficult. In order for this system to be maintained, behavior standards are imposed, always with the aim of maintaining a subordinate position to men, this intense pressure under the aesthetic appearance objectifies women. With that, not reaching these standards generates frustrations and a feeling of non-belonging. In this way, the present study, using historical and deductive methods, based on bibliographic resources and based on an analysis to understand the phenomenon from past processes and events to verify its influence in society today, seeks to reach a conclusion to regarding why the woman, who is already invisible as a being, needs to consume so that she can reaffirm herself. In this perspective, the research concluded that through the patriarchal system and the constant and continuous propagation of its ideals to keep the man as a superior individual, together with patterns that are already rooted, they reinforce the invisibility of women and encourage them to consume