ADVERTISING AND CONSUMPTION BY YOUNG PEOPLE: HEGEMONY CONCEPT PRODUCTIVITY FOR THE ANALYSIS OF PRACTICES AND REPRESENTATIONS

Abstract

This paper aims to contribute to the study of youth and cultural consumptions,
starting from the analysis of the theoretical and methodological principles that
guide the current researches on practices and representations of consumption
in contemporary societies. Taking some argentinian advertisements from the
last decade as reference, this article propose the use of the concept of hegemony
as a way to solve the dichotomy between domination and integration seen on
present debates about the sense of youth practices. The procedure to reach
this objective consists on a brief revision of the main authors in this field and the
examination of the way in which the media signifies youth, considering speech
analysis and sociology of consumption as principal theoretical references.