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Neste artigo analisamos os discursos que promovem o consumo em brechos, fenomeno em ascensao, mediante um contexto predominantemente orientado pela moda e o desejo pelo novo. Para alem de uma reflexao que simplesmente opoe as duas praticas, buscamos problematizar o potencial investimento politico e ideologico nos discursos de uma reportagem do Portal Tudo BH e das descricoes institucionais da loja virtual Brecho Online . Para tanto, adotamos a vertente de analise de discurso critica de Norman Fairclough. Contraria a nocao de polarizacao, a analise apontou que o consumo nos brechos possui relacao proxima com a moda, e que o apelo sustentavel nao se revela protagonista nos discursos. O processo de reconstrucao da imagem e percepcao sobre os brechos possui vies de classe e encerra em privilegio para um segmento especifico, alem de inibir uma problematizacao mais abrangente e inclusiva. Palavras-chave: Brechos. Consumo. Moda. Sustentabilidade. Vestuario de segunda mao. ABSTRACT This article analyses the discourses that promote the crescent phenomenon of consumption in thrift stores, in a context with predominantly orientation to fashion and the desire for the new. More than simply oppose the two practices, we seek to problematize the political and ideological potential investment in the discourses of report on the Portal Tudo BH and the institutional descriptions of the virtual store Brecho Online . For this, we adopted Norman Fairclough's critical discourse analysis. Contrary to the notion of polarization, the analysis pointed that the consumption in the thrift stores is intimately related to fashion and that the sustainable appeal is not a protagonist on the discourse. The process of image reconstruction and perception about the thrift stores has class bias and holds the privilege for a specific segment, in addition to inhibiting a more comprehensive and inclusive problematization. Keywords: Thrift stores. Consumption. Fashion. Sustainability. Second-hand clothing.

Estigma e Prestígio nos Discursos de Promoção do Consumo em Brechós