The present work aims to understand the formation of identity of children in
a consumer society. The study is extremely important to verify the need that many
children have to be part of the social networks, to consume certain products so as to be
accepted and conform to what is established by fashion. With that, through the
phenomenological method, it was possible to analyze the phenomenon of a consumer
society and, as it occurs, the formation of identity of children in this society. In studies
done through field research conducted in the municipality of Conceição da Barra [ES],
where we interviewed 12 children – the majority were of low-income – residents in the
municipality – it was verified that the ideas of disposability of objects, bought only to
satisfy dreams and desires are also present in the reality of the children of Conceição da
Barra, who can be considered potential consumers.
Keywords: Advertising, Brand, Bullying, Childhood, Consumer society, Gender,
Identity, Municipality of Conceição da Barra, Social networks, Standards of
beauty.
