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Back to the roots: politics, body, and consumption in the valorization of curly and kinky hair

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Marcella Uceda Betti
Total Authors: 1
Document type: Doctoral Thesis
Press: Campinas, SP.
Institution: Universidade Estadual de Campinas (UNICAMP). Instituto de Filosofia e Ciências Humanas
Defense date:
Examining board members:
Isadora Lins França; Heloisa Buarque de Almeida; Gleicy Mailly da Silva; Regina Facchini; Laura Moutinho
Advisor: Isadora Lins França

This research investigated processes of subjectivation and production of identities related to gender, race, politics and aesthetics, choosing as an empirical focus the beauty market focused on curly and kinky hair and the production of discourses that value these types of hair. In recent years, women who identify as "crespas" (people who have kinky hair) and "cacheadas" (people who have curly hair) are abandoning the straightening methods and engaging themselves in the hair transition experience, returning to their natural hair. In social networks as Facebook, Youtube and Instagram, groups, channels and profiles dedicated to the subject are growing. Cosmetic brands have been investing massively in new products for curly and kinky hair and many hairdressers have been looking for specific courses that teach how to treat these types of hair. In this scenario, the tense and complex relation between market and politics is reinforced, as natural hair raises debates about racism, ancestry, empowerment, representation and beauty standards. The investigation was based on fieldwork carried out in online and offline spaces, following the conversations of the interlocutors and the relations between brands, consumers, beauty professionals, digital influencers and natural hair activists (AU)

FAPESP's process: 17/08760-5 - Back to the roots: politics, body and consumption in the celebration of curly and black hair
Grantee:Marcella Uceda Betti
Support Opportunities: Scholarships in Brazil - Doctorate