Resumo
Objetivo – O objetivo do presente estudo é investigar como a performatividade do consumidor é realizada pela transformação da corporificação, a partir da elaboração teórica do corpo em três dimensões, a saber: resistente, utópico e desejante.
Design/metodologia/abordagem – Foi feito investigando a prática do cosplay a partir de uma Genealogia Etnográfica Foucaultiana.
Resultados – Os resultados evidenciaram três corporificações de consumo baseadas em dispositivos circunscritos em pares de dimensões corporais: redenção, relacionada à política; recompensa, referente ao prazer; e rapport, sobre afeto.
Implicações práticas e sociais da pesquisa – Supostamente, essas representações evidenciam uma tentativa de melhoria do corpo que representa a melhor maneira de vivenciar esse ethos de consumo, que é aqui chamado de Avatar do Eu: um metacorpo governante usado para mediar experiências de consumo por meio de performatividades.
Originalidade/valor – Avatar de Si é uma interpretação da generalização teórica dos fenômenos de corporificação do consumo por meio de performatividades.
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