The stigma of transsexual women and its effects on their consumption

Abstract

Objetive: This study seeks to analyze how the stigma suffered by transsexual women affects their consumption during their gender readjustment. Methodology: For our data collection instruments we employed six non-participant observations and nine in-depth interviews with transsexual women living in the city of Rio de Janeiro. The analysis method utilized was content analysis. Originality/Relevance: This study seeks to expand interpretive studies of consumption in terms of gender, stigma, liminality and vulnerability. Results: Stigma shapes consumption practices in two ways: it reinforces gender stereotypes and leads to micro-resistance in terms of consumption. In addition, it was observed that these women need to negotiate between two universes of consumption (masculine and feminine) due to this stigma. Finally, the results also present evidence of consumption vulnerability during attempts to reduce stigma. Theoretical/methodological contributions: This investigation is relevant in that it contributes to the agenda of studies of Consumer Culture Theory (CCT) by showing how social stigmas institute patterns of consumption, and as a result, how the identities of transsexual women are socially constructed, legitimized, and negotiated based on the existence of these stigmas. Social contributions: In terms of the consumption vulnerability demonstrated in this study, it is possible that the state will reflect on public policies which seek to generate more just and less precarious conditions for the survival of transexual women in society.