A Representação dos Brechós na Mídia: entre o ativismo e o mercado

In this article, the growth of thrift stores considering the discourses of journalistic articles was problematized, verifying how suchstores are represented there, and the way it is reflected in blogs and columns from the different Brazilian regions. To discuss about the media representation focused on promoting thrift stores as a consumer call for mobilization, Paul Du Gay's Circuit of Culture was used as an analytical tool. Althoughthe centrality of representation highlights the second-hand market as a business opportunity, it also signals the thrift store as a potential space for collective action in view of sustainable consumption, with benefits that go beyond individual interests, whether in the financial aspect or in search for different styles.