ISSN 1679-3951. <a href="http://dx.doi.org/10.1590/S1679-39512012000100012.Changes">http://dx.doi.org/10.1590/S1679-39512012000100012.Changes</a> experienced by society and people in fields such as communications, consumption and social organization, since the conception of modernity, have put in check many underlying concepts that help us understand people and their social relations, including consumption.