Prácticas de consumo determinantes de estilos juveniles de los estudiantes de la Universidad de Medellín : entre la pérdida de la individualidad y el afianzamiento de la identidad grupal como posibilidad estética

Abstract

The university it’s a place designed to integral progress of young people, requires an special space in everyday rutine of social actors beginning in the education element, basic component for socio-cultural growth of people; This space becomes a generator of social opportunities, as both, economic and cultural development, cause it contributes to the access of certain social areas that permit previusly referred growth. Young people in preparation process of superior academic studies, presents a series of routines in their conduct in society, which are determinants in the achievement of an identity translated as a youth style. Style that is establish from certain habits of consumption externalized in different levels of participation that have these young people in their daily lives. There is a notable influence of advertising discourse in each of the areas of consumption, present on the daily life of the Young one´s, or routine practices of youth, each one of these practices establish some behavior parameters that allow the identification with other social actors.