This research aims to discuss the inequalities, contradictions and discrimination suffered by
Brazilian women in consumer relations, based on non-biological notions of gender. It seeks to
highlight the challenges faced by consumers throughout their lives, from childhood to seniority;
from analogue to digital consumption, which cause violations either in the patrimonial sphere
or in the moral sphere of women. From traditional to innovative media, advertising campaigns
involving women are historically seen as either hypersexualizing or stereotypical. In digital
consumption, specifically, there is algorithmic discrimination, practiced especially in the face
of women. Thus, the legal basis of equality and non-discrimination, as well as the concepts of
“conduct harm” (LEAL, 2018) and “harmful state” (FONSECA, 2019), become fundamental
for the understanding of Brazilian women as consumers. hypervulnerable, raising as some
possible solutions the application of the theory of dialogue of sources as a way of making
compatible the various existing normative instruments for the protection of women; the
initiatives of the Government and, especially, the union of women through consumer
associations. The methodology used, regarding the procedure, was the legal and
transdisciplinary bibliographic research, in areas such as Sociology, Philosophy, Constitutional
Law, Civil Liability, and, regarding the approach, the deductive method was used, starting from
the premise that women are hypervulnerable or hypervulnerable, and inductive, using recent
data and studies.
|
