Shopping centers: o campo simbólico de consumo e de pertencimento dos cidadãos de classe C

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Universidade Federal de Goiás


Created by market operators in period of economic ascension in Brazil, starting in the 2000s, the term Class C is an economic classification developed with the purpose of a segmental of a new form of consumers. This time this paper aims to understand how the class c, constructs the notion of citizenship through consumer goods, especially consumption in shopping malls. To achieve this aim, the object of the study is based on the investigation and understanding of the collection of meanings that the consumer / citizen uses to decide for a mall of his / her preference. It research field of this work is Buriti Shopping Center, an enterprise located in Aparecida de Goiânia - metropolitan region of the city of Goiânia, Goiás. In addition to the issues related to the consumption of merchandise, citizens of class c, perceive Buriti Shopping in its multiple urban and geographical interventions, as far as the region around them. Consumption, in turn, as a mechanism that produces communicative acts for malls, especially directed to class c, in order to project in the citizens' imagination the idea of everyday practices shaped by a receptive, comfortable, safe, clean public-private environment and indifferent to the mishaps of the city around it, is therefore an important item of analysis of this work. For this purpose, we will walk through the historical trajectory of shopping malls, from its emergence in nineteenth-century Europe to its expansion and development in the postwar United States, and in Brazil from the 1960s onwards. In addition, supporting us in the studies of Giddens (1985); Bourdieu (2008); Souza (2012); Dubar (2009); Hall (2011); Jameson (1993); Baudrillard (1981, 1997); Slater (2002); Featherstone (1995); Morin (1969); Castells (1999), we present the concepts that underlie the theories about Classes; Habitus; Belonging; Decentralization; Identity; Postmodernity; Consumer society; Consumer Culture; Mass Culture and Information Society. Based on qualitative and quantitative empirical research whose objectives are to identify the notion of citizenship by consumers in Buriti Shopping customers - in order to answer the guiding question of this study: the consumer of class c, considers the " consumption "as a means of legitimizing citizenship? The results obtained in the analyzes indicate that the citizen does not feel more citizen when consuming. Although citizenship and consumption are intertwined, consumption is shaped by a condition of who is already a citizen. Therefore, the role of legitimizing citizenship is not attributed to consumption. From this perspective, for citizens of class c, citizenship is a pre-existing condition of life, with citizenship being linked or not with consumption activity.



CORDEIRO, Rodrigo Mendanha. Shopping centers: o campo simbólico de consumo e de pertencimento dos cidadãos de classe C. 2018. 208 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2018.