O discurso das práticas de consumo capilar das mulheres brasileiras com cabelos crespos ou cacheados: a busca pela construção da identidade pessoal

Abstract

This study aimed to analyze how the discursive formation of hair consumption practices of Brazilian women with curly hair occurs. For this, genealogy was used as a method of investigation, with a qualitative approach and exploratory character, through documentary research, participant observation and semi-structured interview. In the documentary research, data were collected on Instagram and Youtube from four digital influencers. The participant observation was carried out based on the researcher's life experience and work as a Curls Consultant, while the interviews were carried out and recorded via the Google Meet platform, with 10 women from the five regions of Brazil, with an enunciative analysis based on Michel Foucault. The main results of the study indicate that for these women the discourse on hair consumption practices is formed through seven statements. The first three: statement of the social bond, statement of availability and statement of maintenance are aimed at the use of straight hair, thus supporting the standard and colonial consumption of this type of hair. In parallel, bringing another discursive position, the following statements emerge: multiplicity, diversity, representativeness, and personalization, which reinforce the use of hair in various ways, that is, straight, brushed, flat iron, or natural. From these statements, discursive practices of resistance are formed that guide changes in the hegemonic discourse, such as the capillary transition, the big chop, and changes in capillary consumption.