Consumption praxis: a study of the search for freedom from gender oppression in the context of online games

Abstract The article theorizes how women face the gender oppression present in consumption. Using data from the context of online games in Brazil collected through 15 in-depth interviews and netnography, we introduce the concept of consumer praxis, defined as a reflective action that seeks liberation of the oppressed and is performed in consumer environments that reinforce the subordination of the other. The results reveal that women seek liberation through dialogical action in the face of gender oppression, mobilization, and market occupation. The research advances in the cultural studies of consumption, demonstrating how a consumption practice can help in the search for liberation from the oppressive relations existing in our society.