Abstract

In the last decade, economic growth have created in Brazil and other emerging countries a 'new middle class', a group that left the poverty line and entered the consumption markets. In this scenario, a musical movement with many traces of this 'new middle class' has emerged. Known as Funk Ostentacao (ostentation funk), the movement is formed by young singers whose lyrics and promo videos refer to the consumption of designer's clothes, cars and aspirational products. We have studied Funk Ostentacao by means of its promo videos, personal interviews and a group discussion with its fans (young adults) and found meaningful relations between consumption and identity building. We developed a framework that integrates the extended and expanded self theories under the lenses of compensatory consumption. This framework can be applied to studies with other groups that have similar characteristics of vulnerability with other niches of the 'new middle class' in emerging markets. (C) 2015 Elsevier Ltd. All rights reserved.