This article presents a reflection on contemporary consumption practices and the way they constitute important dimensions of the construction of discourses and identities in contemporary society. In this paper consumption was treated as a ritual practice that provides fixed meanings and symbolic material for the preparation of an image and a discourse about identity. For this purpose, was conducted a field survey on the Rock Gallery located in the city of São Paulo, in which, through observations and interviews, were seized some dimensions of the appropriation of symbolic goods and the discursive production that surround the definition of an individual identity constantly (re) affirmed and (re) produced.
