The consumption of technology as a structural element of identity: a theoretical and methodological discussion based on French Semiotics

Abstract Adopting the Consumer Culture Theory - CCT as a basis for the discussions, this theoretical essay aims to present discursive French Semiotics as a theoretical-methodological alternative for the study of the role of technology consumption in the process of consumer identity construction. The proposal is based mainly on the Technological Ideologies of Kozinets (2008) as possible semantic structuring, and on the use of the generative trajectory of meaning (GREIMAS and COURTÉS, 2013) to analyze the discourses of the technology-consuming subjects.