Cidadania como mercadoria? A legitimação do status cidadão através do consumo de livros
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2019-06-28
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Universidade Federal de Goiás
Resumo
In this work we study the relationship between citizenship and consumption. However, in
addition to consumption as a citizen practice, our research sought to investigate whether
books, as consumer goods, that is, merchandise, also act in the exercise of citizenship. Our
theoretical contribution on consumption articulated in the citizenship counted on Canclini
(1999) and Demo (1995), both authors identify in the consumption an act of the citizen
practice. The first highlights participation in the consumption process. The second author
works on the concept of emancipatory citizenship. In this concept citizenship is exercised when
the individual breaks with political poverty and, thus, the citizen takes for himself the
understanding of the exercise of citizenship. As a consequence of this 'internal' process
consumption appears as a possibility to exercise citizenship, but in this context the market
occupies a middle position, not end. In this way, the citizen makes use of the market to heal
his needs as citizens. To contextualize the book as a commodity, we go through consumer
studies, using Miller (2013) to understand objects within material culture, in addition to
Douglas and Isherwood (2004) who also discuss objects and their meanings. The authors point
out that the meaning of the commodity is given by those who use them and that these
meanings are created to contextualize us within our reality. Therefore, we analyze the book
as a commodity, according to its utilitarian, commercial and sociocultural meaning
(SANTAELLA; NOTH, 2009). In order to study the phenomenon we chose as the locus of
research the subscribers of the book club TAG-LITERARY EXPERIENCES, the choice of the
respondents was for convenience. We used three types of research to build this work:
bibliographic research, semi-structured interviews and documentary analysis. For the analysis
of the data collected, we used the technique of Collective Subject Discourse Analysis (DSC)
(LEFEVRE and LEFEVRE, 2009). The results explained that, for respondents, consumption is a
way of exercising citizenship, and that books, as commodities consumed, are means for the
exercise of it, due to its relation with education, information, culture, development of critical
thinking , besides being also a consumer good, which as such is part of the economic process
of consumption, which is inserted in the citizen's practice .
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BALTAZAR, Caroline Campanha. Cidadania como mercadoria? A legitimação do status cidadão através do consumo de livros. 2019. 158 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2019.