Detalhes bibliográficos
| Ano de defesa: |
2021 |
| Autor(a) principal: |
Rodrigues, Leonardo Santana dos Santos
 |
| Orientador(a): |
Tondato, Marcia Perecin |
| Banca de defesa: |
Rocha, Rose de Melo,
Martino, Luís Mauro Sá |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa de Mestrado em Comunicação e Práticas de Consumo
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| Departamento: |
ESPM::Pós-Graduação Stricto Sensu
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede2.espm.br/handle/tede/572
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Resumo: |
In a capitalist culture of consumption, we understand that hegemonic consumption practices are guided by commercial relations of purchase and sale and by the consumption of goods, but it is also possible to find alternatives. One of them is what we call “consumption of donations”, referring to the voluntary transfer of personal assets from the donor to a beneficiary in a charitable context, in which both position themselves, in different ways, as consumers and make mutual commitments, with or without the mediation of charitable spaces. In view of the social and cultural potential of these relationships and practices, our objective is to discuss how communication and the consumption of donations mobilize the constitution of identity, as consumers-citizens, of those who attend charitable spaces. The fieldwork was conducted at Paliativo (literally, “palliative”), a charitable space, managed by the NGO Casa 1, in the city of São Paulo, where clothing items are distributed to people living on the streets. The approach to Casa 1 took place from the insertion of the researcher as a volunteer at the Paliativo from April 2019 to March 2020. To collect the data, we used participant observation and a survey carried out with one hundred visitors to the space. In our analysis, we verified how the interviewees, although they are in a situation of socioeconomic vulnerability, present culturally significant consumption practices, insofar as they establish and maintain social relationships when sharing knowledge about ways of obtaining goods, they exercise cultural skills when they seek to adapt their consumption to living conditions on the street or when they seek to consume in accordance with social norms, in addition to constituting and positioning identities by making sense of goods and making sense of their relationships with other consumers and donor-beneficiary relationships. We conclude that the consumption of donations mobilizes conflicting views regarding the way in which society must satisfy its needs and distribute its resources, which has implications for the identity of the street population as consumers. |
