Pretas cervejeiras: uma pesquisa qualitativa sobre consumo e politização em práticas onlife

• Ano de defesa: 2024
• Autor(a) principal: Maestri, Tiare Goulart
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal do Espírito Santo; BR; Doutorado em Ciências Sociais; Centro de Ciências Humanas e Naturais; UFES; Programa de Pós-Graduação em Ciências Sociais
• Palavras-chave em Português: Cerveja; Consumo; Mulheres Negras; Práticas onlife; Sociologia
• Link de acesso: http://repositorio.ufes.br/handle/10/18031

This thesis investigates consumption as an everyday practice, endowed with the potential to generate social change, highlighting the racial relations. In the beer scene, traditionally dominated by white men, black women face a diverse matrix of oppressions in contemporary times. The study sought to understand how the onlife practices of Pretas Cervejeiras enable them to transform the context, or contexts, in which they are inserted. This research argues that Pretas Cervejeiras, by incorporating ethical and politicized concerns into their everyday practices and by communicating through their bodily performances on digital platforms, play a crucial role in confronting the oppressions rooted in their own realities and the realities of others. This action transcends the individual scope, promoting the visibility and representation of black women in the beer scene, contributing to the deconstruction of broader oppressive structures. The methodological strategy adopted, drawing on the contributions of cartography (Passos, Kastrup, and Escóssia, 2009) and multisited ethnography (Marcus, 1995), describes the onlife (Floridi, 2015) practices and the organization of Pretas Cervejeiras in the digital environment. The thesis discusses colorism (Devulsky, 2021) and intersectionalities (Akotirene, 2019). It analyzes the politicization of consumption (Boström, Micheletti, and Oosterveer, 2019) and the Afro-entrepreneurship (Nascimento, 2020), and the resistance to systemic oppressions through the politicization of pleasure (Pinheiro-Machado and Scalco, 2022), considering the community created by Pretas Cervejeiras as a form of aquilombamento (Daniels, 2013). Pretas Cervejeiras create and support businesses that celebrate their culture and diversity, challenging dominant narratives and promoting inclusion. For them, consuming and engaging in the beer sector is not just an economic activity but a political act related to the affirmation of an identity. The politicization of consumption and entrepreneurship emerges as a response to systemic exclusion and marginalization. Their experiences reflect the politicization of pleasure, confronting social norms that marginalize the black female body. This pleasure, often denied or limited by classist, racist and sexist structures, finds in beer a means of expression and claim. Thus, these women break away from limiting social expectations of their bodies and redefine leisure and consumption spaces as political arenas.