Culturas juvenis, identidades e estilo de vida: sentidos do “alternativo” no Baixo Augusta/São Paulo

We present in this article aspects of the research that has been carried out on processes of identity construction linked to an “alternative ethos” among young people in Baixo Augusta region in Sao Paulo. Articulating consumer practices (in their production and reception logics), music scenes, fashion and lifestyles, we seek to understand these juvenile experiences and imaginaries (through ethnography) that build identities and ways of consuming alternatives to mainstream and to hegemonic culture. Thus, notions of youth resistance are re-established and resemantized, which are outlined not only by confrontation, but by negotiations between the dominant logics and everyday astuteness, demonstrated in political, aesthetic and performative actions.