Os desafios de ser mulher consumidora no brasil: um estudo sobre as desigualdades nas relações de consumo

Abstract

This research aims to discuss the inequalities, contradictions and discrimination suffered by Brazilian women in consumer relations, based on non-biological notions of gender. It seeks to highlight the challenges faced by consumers throughout their lives, from childhood to seniority; from analogue to digital consumption, which cause violations either in the patrimonial sphere or in the moral sphere of women. From traditional to innovative media, advertising campaigns involving women are historically seen as either hypersexualizing or stereotypical. In digital consumption, specifically, there is algorithmic discrimination, practiced especially in the face of women. Thus, the legal basis of equality and non-discrimination, as well as the concepts of “conduct harm” (LEAL, 2018) and “harmful state” (FONSECA, 2019), become fundamental for the understanding of Brazilian women as consumers. hypervulnerable, raising as some possible solutions the application of the theory of dialogue of sources as a way of making compatible the various existing normative instruments for the protection of women; the initiatives of the Government and, especially, the union of women through consumer associations. The methodology used, regarding the procedure, was the legal and transdisciplinary bibliographic research, in areas such as Sociology, Philosophy, Constitutional Law, Civil Liability, and, regarding the approach, the deductive method was used, starting from the premise that women are hypervulnerable or hypervulnerable, and inductive, using recent data and studies.