Aesthetic Experience In The Movement Hip-Hop: Counter-Hegemonic Tensions In The Consumer Practices

Abstract

This article problematize the relationship between hip-hop social movement and the consumption practices of big brand fashion products, understanding the extent to which this consuming empties the real sense of movement or serve as another form of communication strengthening the oppositional identity of hip- hop culture. We walked theoretically supported by Cultural Studies, by authors from the anthropology of consumption and the subject notions of social actors and new social movements, Alain Touraine (2009). It was found that the consumption habits of global brands lend themselves to identity formation, to belonging and acceptance in the group, and also to the market and capitalist society.