Skirts, saddles and sensibilities: feminist movements and consumer goods

Authors

DOI:

https://doi.org/10.18568/cmc.v15i44.1735

Keywords:

Consumo, Comunicação, Feminismo, Bicicleta

Abstract

This article aims to show, in historical perspective, moments of close linkage between the political action of feminism and the modern consumer practices. The main focus will be the analysis of the emergence of the bicycle as a consumer good. Although it was thought for men, bicycle was – in the United States and in several European countries – appropriated by women, who quickly became its main consumers. The arrival of this good of consumption was related to the feminist struggles for emancipation, provoking a wave of social transformations.

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Author Biographies

Everardo Rocha, Pontifícia Universidade Católica do Rio de Janeiro - PUC-Rio

Associate professor of the Communication Studies Department of the Pontifícia Universidade Católica of Rio de Janeiro (PUC-Rio). PhD in Social Anthropology by the National Museum at the Universidade Federal do Rio de Janeiro.

Beatriz Beraldo, Pontifícia Universidade Católica do Rio de Janeiro - PUC-Rio

PhD student of the Post-Graduate Program in Communication of PUC-Rio. Master’s in Communication and Consumption Practices by the Escola Superior de Propaganda e Marketing de São Paulo (ESPM SP). Professor of the graduation course of Communication Studies at Uni-IBMR.

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Published

2019-04-18

How to Cite

Rocha, E., & Beraldo, B. (2019). Skirts, saddles and sensibilities: feminist movements and consumer goods. Comunicação Mídia E Consumo, 16(45), 61–79. https://doi.org/10.18568/cmc.v15i44.1735

Issue

Vol. 16 No. 45 (2019): JANEIRO/ABRIL

Section

Artigos

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Authors retain the copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Attribution License that allows the work sharing with acknowledgment of authorship and initial publication in this magazine.