The Influence of Reference Groups in the Cultural Consumption of Young People in São Paulo, Brazil

  • Diego Paulo Rhormens Universidade Presbiteriana Mackenzie
  • Sergio Silva Dantas Universidade Presbiteriana Mackenzie
Keywords: Culture, Identity, Young People.

Abstract

The influence of reference groups of young people in São Paulo, Brazil, their cultural consumption and the relationship between culture, identity and self-image are investigated. Current analysis also tried to discover the most consumed and preferred cultural products by young people. Data were retrieved from questionnaires within the 15 – 24 year bracket from several social-economic classes. Data were analyzed statistically and showed that primary reference groups exert great influence on the choice for certain cultural products. The family and friends are the most influential groups. Data also revealed that the consumption of culture helps the young people to show what they desire to be. The most popular cultural activities are watching TV and listening to music. Reference groups, therefore, affect young people and culture boosts their self-image and constructs identity according to their respective values.

Author Biographies

Diego Paulo Rhormens, Universidade Presbiteriana Mackenzie
Graduado em Administração de Empresas pela Universidade Presbiteriana Mackenzie; Mestrando do Programa em Comunicação e Práticas de Consumo da Escola Superior de Propaganda e Marketing - ESPM, São Paulo, Brasil.
Sergio Silva Dantas, Universidade Presbiteriana Mackenzie
Doutor em Psicologia Social pela PUC/SP e Mestre em Administração (Marketing) pela FEA/USP; Docente e Coordenador Adjunto do curso de Administração da Universidade Presbiteriana Mackenzie; Docente na PUC/SP e USCS
Published
2015-06-30
Issue
Vol 17 No 1 (2015): Temática: Administração
Section
Publicações Temáticas
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