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<p>This work aims to understand how adolescents use branded clothing to negotiate the ambivalence between individual aspirations and social expectations. To achieve this, we employ a theoretical framework that integrates psychoanalysis and cultural semiotic psychology, focusing on the concepts of identifications and social suggestions. The data obtained through qualitative methodology, specifically semi-structured interviews conducted with Brazilian adolescents between 16 and 20&#xa0;years old, were analyzed on two levels: individual and collective. This analysis enables us to imply that, in the context of this research, branded clothing is adopted as a tool in a deep and intricate identification process related to social suggestions. Furthermore, this work enabled us to develop a model of “limiting factors” affecting the expression of social suggestions and a better understanding of the dialogical nature of the identification process.</p>

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Branded Clothing and the Identification Process: Ambivalence Between What I Want and What Society Wants from Me

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2025年8月6日

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  • Jamile César,
  • Magnar Ødegård

摘要

This work aims to understand how adolescents use branded clothing to negotiate the ambivalence between individual aspirations and social expectations. To achieve this, we employ a theoretical framework that integrates psychoanalysis and cultural semiotic psychology, focusing on the concepts of identifications and social suggestions. The data obtained through qualitative methodology, specifically semi-structured interviews conducted with Brazilian adolescents between 16 and 20 years old, were analyzed on two levels: individual and collective. This analysis enables us to imply that, in the context of this research, branded clothing is adopted as a tool in a deep and intricate identification process related to social suggestions. Furthermore, this work enabled us to develop a model of “limiting factors” affecting the expression of social suggestions and a better understanding of the dialogical nature of the identification process.