A moda da carne : relação entre homem e animal e o consumo de carne de marca

• Ano de defesa: 2016
• Autor(a) principal: Oliveira Junior, Valdir Brito de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Mato Grosso; Brasil; Instituto de Linguagens (IL); UFMT CUC - Cuiabá; Programa de Pós-Graduação em Estudos de Cultura Contemporânea
• Palavras-chave em Português: Carne; Carnismo; Consumo; Marca; Netnografia; CNPQ::LINGUISTICA, LETRAS E ARTES; Meat; Carnism; Consumption; Brand; Netnography
• Link de acesso: http://ri.ufmt.br/handle/1/2590

The aim of the present study was to understand if there is a carnism hegemony in current society and the relationship between consumers who are favorable and contrary to that specific diet. Firstly, it was performed a theoretical survey about the ethical and environmental consequences of meat production and consumption through a cultural point of view. Thereafter, taking into account the sociology of daily life, it was performed a research in some supermarkets aiming to demonstrate whether the aforementioned hegemony exists or not. Lastly, it was performed a netnography research in order to understand the risks and safety in branded meat consumption and the role of advertising in maintaining this habit.