Entre o chucro e o chique: um país em busca de um conceito

• Ano de defesa: 2016
• Autor(a) principal: Moraes, Paulo Alexandre de
• Orientador(a): Mira, Maria Celeste
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Ciências Sociais
• Departamento: Faculdade de Ciências Sociais
• País: Brasil
• Palavras-chave em Português: Cidadania; Classes sociais; Consumo; Consumption
• Palavras-chave em Inglês: Citzenship; Social classes
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS
• Link de acesso: https://tede2.pucsp.br/handle/handle/19232

This master's thesis aims to analyze the interpretations built on the process of incorporation of new consumers, lived in Brazil during the second presidential term of Luiz Inacio Lula da Silva and the first of Dilma Rousseff; a phenomenon commonly referred to as "Rise of the New Middle Class". In this sense, the questions that run through this study refer both the circumstances necessary for the inclusion of this mass of buyers to the market of goods and services, the social tensions generated by his arrival in this new social stratum. The initial hypothesis is that the integration of a huge cluster of new consumers mobilized two different types of discourse: on the one hand, those who saw the movement from the perspective of "democratization" of consumer goods and the expansion of forms of citizenship in the body social; and on the other, those who disapprove the lack of excellence and the low quality of this integration process. The study begins with a bibliographic discussion on normative ideals in democratic citizenship and the concept of "two Brazils" from mainly works of the following authors: Cicero Araujo, Jesse de Souza, Gildo Marcal Brandao and Nísia Trindade Lima; and concepts such as civics, vulgarism, and backwoods riffraff. Following, develops a discussion of the construction of the concepts of class and middle class in the general context in order to understand the origins and origins of the idea of "new middle class". After briefly contextualize the rise of these new consumers, the analysis focuses fire on the relationship between citizenship and consumption in contemporary societies. Thus, in the screen the case of our "Consumer Boom", we question how tenuous are the boundaries between the two poles, and this vital ambiguity, shall constitute the explanatory key both to understand the positions of the national intelligentsia to the phenomenon, and to outline a theory to explain the discomfort scenario and comparing consumers 'usual' in relation to the consumer "untamed"