A representação da cultura de consumo em Eles eram muitos cavalos, de Luiz Ruffato

Translated title of the contribution: The representation of consumer culture in Luiz Ruffato's Eles eram muitos cavalos

Research output: Contribution to journalArticle


This article analyzes the representation of consumption in Luiz Ruffato's Eles eram muitos cavalos. I argue that the writer, by referencing commodities as tokens of reality, emphasizes the inescapable presence of consumer culture in the everyday life of large urban centers in Brazil. Utilizing cultural studies' theoretical contributions to the study of consumption and everyday life, I demonstrate that these references, rather than appearing as a metaphor for an alienating force controlling irrational consumers from a certain social segment, appear in Ruffato's text as part of the experience of various social segments, creating identifications among its members, as well as reinforcing social divisions.

Original languagePortuguese
Pages (from-to)178-190
Number of pages13
JournalEstudos de Literatura Brasileira Contemporanea
Issue number48
StatePublished - 2016
Externally publishedYes



  • Consumption
  • Everyday life
  • Luiz Ruffato
  • Urban space

ASJC Scopus subject areas

  • Literature and Literary Theory

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