CONSUMPTION AND IDENTITY: AFRO HAIR AS A SYMBOL OF RESISTANCE
Article Sidebar
Main Article Content
Abstract
The article discusses the re-signification of the curly hair and the construction of
black identity inside our society of consumption. Like the Brazilian one, this slave-like society
has attributed a racial mark of inferiority to black women that is expressed by their frizzy hair.
However, in the last few years, this hair is seen as an expression of black identity and a racism
reasoning of negritude, which has also been conveyed in the forthcoming of a niche commerce
for the black community: the afro cosmetics’ market. The data presents semi-structured
interviews made between January and February 2017 with 15 black women who consume afro
cosmetics. The interviews took place in events made for the black population such as the
“Candomblé” manifestations on “Terreiro de Xambá” in Olinda, Pernambuco and in “Terça
Negra”, an event that happens every week on the “Praça de São Pedro” in Recife, Pernambuco,
which is directed to black culture. Each woman was assigned a female name of African origin to
preserve their identity and the interviews were assayed using the discourse analysis.
Article Details
Copyright Statement
- Authors retain copyright and grant the journal the right of first publication, with work simultaneously licensed under the Creative Commons Attribution License CC-BY 4.0 which allows the sharing of the work with acknowledgment of the authorship of the work and initial publication in this journal.
- Authors are authorized to enter into additional contracts separately for non-exclusive distribution of the version of the work published in this journal (eg, publishing in institutional repository or book chapter), with acknowledgment of authorship and initial publication in this journal.
- Authors are allowed and encouraged to post and distribute their work online (eg in institutional repositories or on their personal page) at any point before or during the editorial process, as this may lead to productive changes as well as increase impact and citation of published work (See The Effect of Free Access).