To be ‘cool’ or not to be ‘cool’: young people's insights on consumption and social issues in Rio de Janeiro

Abstract

Given the importance of material goods consumption to young people and the perception that to be ‘cool’ is fundamental to identity construction, this study investigates consumption in relation to social, economic and cultural inequalities. Qualitative individual interviews took place in November 2005, in Rio de Janeiro, with 14 high school students, age range 16–18, from public and private schools, and diverse backgrounds. In the context of global changes, Brazil is pushed towards a more advanced economic development, though basic needs of most of its population are not met. Serious contrasts continually reinforce and reproduce social and economic inequalities, through prejudice and segregation based on race, gender, residence and origin. Poor youngsters face the challenges of living in a globalised but unequal society, such as inadequate education, transition from school to labour markets, unemployment and less social participation. The data suggested that consumption is important to provide the feeling of being ‘cool’, ‘fitting in’ and experiencing inclusion though inequalities are an obstacle to consumption. In divided societies, to consume or dream of consuming create illusions of belonging to different classes, and escaping from poverty; however, respondents argued that education is the most important factor for improving social and economic conditions.

Keywords:

• consumption
• identity
• youth culture
• social class
• exclusion

Acknowledgements

I am most grateful to the editor and the anonymous referees for their constructive comments and helpful suggestions which assisted me to sharpen my focus.

Notes

1. The new middle class is called ‘emergent’; more money to spend but little education/culture.

2. Brazilian criterion of economic classification (CCEB) evaluates people/families’ purchase potential, and does not classify the population in social classes. Market division is defined in economic classes (A1, A2, B1, B2, C, D, and E).

3. The investigation included additional issues on lifestyle, ownership of goods, environment and ICT. The list of questions is available by contacting the author.

4. There is a difference between federal and state public schools: both are free of charge, but federal schools require an entrance exam, have different curricula, and the educational level is as high as in best private schools. There is a mix in terms of students’ socio-economic and cultural background, but, in general, they come from private schools.

5. ‘Subúrbio’ is a large and highly populated area normally associated with crime and low income people. Lack of infrastructure is visible as well as discrimination against the place.

6. Saara is defined as an open-air area for popular retail in downtown Rio, with many stores which sell inexpensive products of any kind, especially clothing and gadgets.