Avesso e direito: movimento hippie e mercado cultural da moda

Abstract

As for the multiplicity of practical and revolutionary proposals that they had looked to remold aesthetic, mannering and cultural values in 1960 in the United States and that it is congregated under aegis of the "Counterculture", the movement hippie was, doubtless, the manifestation that obtained to elaborate one of the most radical and systematic critical to the occidental society and its institutions. This critical one of the occidental standards was propagated, in great measured, through the dressing composition adopted by the movement hippie, in result of this, the clothes, at a first moment, represented a code of identity of the movement and plea of the values legitimated conservatives for the occidental capitalist society. However, according to the cultural products characteristic of the movement hippie go being changed for the cultural market, they lose sensible while refuting code, a time which are entailed to an essence that before they rejected: the logic of the consumption society. Having, therefore, as control point the dressing hippie universe and leaving of a perspective that understands the clothes as a cultural product that it searches to mean the social relation, the main objective that guides the present work is the analysis of the potentiality of the fashion as language, its meaning and relevance as code of plea in the scope of the movement hippie and the examination of the process that it makes possible that, through the performance of agents (publishers, stylists, producers...) of the cultural market of the fashion, movements basically opposing convert themselves in mere arguments of consume.