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The main focus of this article is to analyze the nature of teenage identities constructed in Gaturro comic strips: if they match either an essentialist and homogeneous or an heterogeneus view of social identities based on fragmented sociocultural  practices.  The  analysis  follow  Hall  ([1992]  2006)  and  Silva (2000),  concerning  contemporary  social  identities,  and  Bakhtin’s  ([1979] 1997) concept of speech genres, whose categories serve also as methodological categories  for  the  analysis.  The  results  show  the  profile  depicted  of  the teenager consumer is still homogeneous and standardized, not compatible with fragmented contemporary society.

A identidade do adolescente consumidor nas tiras do Gaturro