Desencontro de sentidos na indústria de alimentos: ativismo, marcas e consumo

• Ano de defesa: 2020
• Autor(a) principal: Duque-Estrada, Ana Cristina Puglia
• Orientador(a): Rocha, Thelma Valéria
• Banca de defesa: Strehlau, Vivian Iara, Pompeo, Karin Lígia Brondino, Brito, Eliane, Morais, Isabela
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Doutorado em Administração com Concentração em Gestão Internacional
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: movimentos de consumidores; ativismo; cultura de consumo; marca; construção de sentido; brandscape
• Palavras-chave em Inglês: consumer movements; activism; consumer culture; brand; meaning construction; brandscape
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/522

People’s relationship with food has gone through changes in the past years, leading processed food brands to try to keep up with this transformation. Certain citizen/consumers, the so-called activists, dedicate part of their time and resources to provoke a faster, more authentic response from the food industry. This research used a qualitative approach to investigate how meanings attributed to activist efforts are employed by marketing executives in their strategies. The theoretical basis included authors who investigate brands as cultural institutions that should be understood as narratives including elements from the context to which they belong, just as movies, books, or other forms of cultural expression. Works by authors who investigated consumer movement strategies and tactics were also included. The interpretation of 17 in-depth interviews showed that the meanings attributed to activists are not taken into account in brand strategies, whereas meanings attached to food consumption itself are being explored by executives in their proposals. The results showed that the narratives, though resistance-oriented, are still inserted in the overall industry brandscape. This may be the reason why they are not creating connections with executives. The results also offered insights for a discussion on Theory of Practice by showing how individuals, as points of intersection between Practices, may act as pollinators that move elements from a Practice to another and as catalysts for evolution processes.