EXPERIÊNCIAS ONLINE E OFFLINE NO CONSUMO DE MAQUIAGEM

Abstract

This present article aims to analyze the relationship between consumption and the internet based on ethnography carried out among Brazilian makeup consumers. The objective is to reflect on how such a relationship allows discussing the intersections between the online and offline worlds that are present in contemporary hyper-connected life. The data presented were collected during doctoral research in Anthropology, from 2015 to 2019. The fieldwork was carried out in a multi-sited way, virtually and in person accompanying the products and their consumers, a group made up of cisgender women, from the middle classes with ages between 20 and 50 years. The research demonstrates how an intertwining of digital and face-to-face issues in the way of how these women consume products and apply them on their faces. Therefore, this phenomenon can serve as a comparison or a starting point to think about how this interweaving has impacted social life, from the way research is carried out to contemporary ontologies.