THE CONSUMPTION AND THE CONFIGURATION OF GENDER IN THE CHILDHOOD

Abstract

Our objective is to analyze the configuration of gender concepts in the childhood through consumption and the other socialization processes, with the aid of developmental psychology. Therefore, this article is structured in three axes: consumption, gender and childhood. The main methodological approach is the cartography, whose assumption is to direct the attention of the researcher. By the cartographic perspective, we selected two techniques of data collection, participant observation and interviews. As a central result, we highlight the activeness of consumption in the configuration of gender concepts, mainly through the meanings instilled in toys and their collective appropriation, following a logic linked to sexual stereotypes.