The sex shop aimed primarily at the female consumer is a phenomenon which forms part of our everyday understanding of the sexualisatian of culture or the mainstreaming of sexual representation and consumption. The women's sex shop privileges notions of female empowerment achieved through the consumption of goods and spaces dedicated to the pursuit of female erotic pleasure. Prioritising women's interpretations of the visual presence of the women's sex shop, this project establishes how the sex shop is re-made for its female consumers, making it both acceptable and desirable to a new audience. Primarily its aim is to interrogate the ways in which design is put to use to reflect, materialise and contribute to discourse around feminine sexuality and sexual pleasure. Utilising a feminist research methodology this thesis takes as a starting point the voices of women consumers and retailers, facilitating a new reading of the ways in which women negotiate the meanings invested in the spaces of gendered sexual consumption. In line with the testimony of participants, investigation begins by positioning the women's sex shop in relation to its progenitor, the traditional male sex shop, the model without which the women's shop could not be envisaged or designed. Secondly it investigates the ways in which the design of the women's sex shop and its goods, appropriate or resist established , normative and classed representations of female sexuality expressed in the geographical position of the shops, the interior layout, the external façade and the use of visual references. In conclusion, drawing on consumer narratives, research exposes a visual and spatial symbiosis between the 'seedy' masculine and the stylish women's sex shop. Key tensions and contradictions are unearthed in the things and spaces of the women's shop, calling into question the notions of female sexual agency and empowerment it proposes.

Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2018-12-11T11:40:22Z No. of bitstreams: 1 Douglas Araujo Klock_.pdf: 716663 bytes, checksum: 63e83c55fd9b26ff1e9beb8d58dedd7c (MD5) / Made available in DSpace on 2018-12-11T11:40:22Z (GMT). No. of bitstreams: 1 Douglas Araujo Klock_.pdf: 716663 bytes, checksum: 63e83c55fd9b26ff1e9beb8d58dedd7c (MD5) Previous issue date: 2018-08-23 / Nenhuma / De forma geral, os estudos de consumo colocam a mulher sob três prismas distintos: como coadjuvante, ao considerar que suas atividades de consumo dependem do masculino; buscando condições de equidade, ao analisar o momento que ela se masculiniza para uma determinada situação de consumo; ou em posições conservadoras, ao estudar o consumo em seus papéis de mãe, esposa ou em eventos ligados ao lar. Alinhado com Pierre Bourdieu, que defende a existência de uma espécie de dominação masculina na sociedade operando por meio de mecanismos bem definidos e seus reflexos podem ser vistos no comportamento de consumo. Especificamente, a cerveja e o bar, no Brasil, são frutos dessa dinâmica preestabelecida, onde a mulher é vista como um objeto dentro de um ambiente historicamente masculinizado. O objetivo desta dissertação é, justamente, analisar o consumo feminino de cerveja em bares da cidade Porto Alegre e, ainda, verificar a possível influência de padrões sócio-historicos de consumo, descrevendo o comportamento feminino dentro do contexto estudado. Para isso, foi realizada uma pesquisa qualitativa, inspirada em estudos etnográficos, no momento do consumo de cerveja por mulheres em bares da cidade, identificando os significados e as representações do consumo feminino de cerveja. Os resultados foram estruturados em três partes para discussão. Primeiro, por meio das mitologias de mercado, que interferem no consumo. Na segunda parte, por intermédio dos discursos e o reflexo no comportamento feminino. A terceira parte traz o contexto e o produto pela lente das entrevistadas. Este estudo incentivou contribuições teóricas no avanço sobre a visão das mulheres nas pesquisas de consumo em uma posição privilegiada dentro de um ambiente masculinizado, sugerindo a existência de desdobramentos para novas investigações. Sob a ótica profissional, o estudo inspira um conjunto de sugestões práticas para tornar as experiências de consumo feminino de cerveja mais inclusivas, usando o posicionamento da marca, a atuação de mercado das empresas do setor e o surgimento de novos produtos. / In general, consumer studies place women under three different prisms: as a coadjuvant, when considering that their consumption activities depend on the masculine, seeking conditions of equity when analyzing when it masculiniza to a situation of consumption or in conservative positions, by studying consumption in their roles as mother, wife or in household-related processes. Aligned with Pierre Bourdieu who advocates the existence of a kind of male domination in society, operating through well defined mechanisms and their reflexes can be seen in consumer behavior. Specifically, beer and bar in Brazil are reflections of this pre-established dynamics, where the woman is seen as an object within a historically masculinized environment. The objective of this dissertation is to analyze the female consumption of beer in bars in the city of Porto Alegre and to verify the possible influence of socio-historical consumer patterns, describing the female behavior within the studied context. For this, a qualitative research was carried out, inspired by ethnographic studies, at the moment of the consumption of beer by women in bars of the city, identifying the meanings and the representations of the female consumption of beer. The results were structured in three parts for discussion: first through market mythologies that interfere with consumption. In the second part through the discourses and the reflex in the feminine behavior. The third part brings the context and the product through the lens of the interviewees. This study encouraged theoretical contributions in advancing the position of women in consumer studies in a privileged position within a masculinized environment, suggesting the existence of unfoldments for new studies. From a professional point of view, the study inspires a set of practical suggestions to make female beer consumption experiences more inclusive using brand positioning, market performance of companies in the sector and the emergence of new products.