Um estudo empírico sobre a construção da identidade social do consumidor de toy art

O objetivo deste trabalho é compreender como os consumidores de Toy Art utilizam o seu bem para constituir a sua identidade social, além de explorar este relacionamento de consumo, investigando os fatores que desencadeiam o processo de extensão de si no Toy Art. A sustentação teórica deste trabalho se deu pelo aprofundamento dos temas já levantados anteriormente por Campbell & Barbosa (2006) e McCracken (2003), em seus estudos sobre cultura e consumo; Schouten & McAlexander (1995) em sua pesquisa sobre subculturas de consumo; Hall (2005), que expôs suas teorias sobre a formação da identidade no mundo moderno; Douglas & Isherwood (2004), que estudaram os rituais de consumo; Belk (1988), com suas pesquisas sobre a extensão do self. Este estudo é de caráter exploratório, e foi conduzido com entrevistas em profundidade com o intuito de deixar emergir os sentimentos e emoções dos respondentes, para uma melhor orientação na direção das análises dos dados obtidos. Os dados foram coletados junto a 14 consumidores de Toys, de ambos os sexos, com idades entre 19 e 38 anos, residentes nos estados de Belo Horizonte, Paraná, Rio de Janeiro, Rio Grande do Sul, São Paulo e o Distrito Federal, durante os meses de julho e agosto de 2009. Para atingir os objetivos propostos, o método de pesquisa adotado foi qualitativo, com priorização do sujeito e da subjetividade, utilizando-se uma forma interpretativa para a análise dos dados. Os resultados demonstraram que os consumidores de Toy Art utilizam o seu bem para constituir sua identidade social e como uma forma de diferenciação e expressão. A extensão de si se dá exatamente durante essa busca pelo incomum, por um bem que o distinga dos demais. Conclui-se o trabalho, fazendo-se recomendações gerenciais com o intuito de beneficiar e desenvolver a indústria deste segmento.

Sonhei acordada... (passagem marítima): dormi com os caos... (caserna): acabei... mulher... militar de marinha

O objetivo desta pesquisa é compreender como se constrói a identidade feminina das mulheres que compõem o Corpo Auxiliar Feminino da Reserva da Marinha, através de relatos biográficos dessas mulheres e da observação direta. Esses relatos tornaram claro que a estrutura militar de Marinha teve um profundo impacto em outras estruturas sociais, da vida cotidiana dessas mulheres, fazendo emergir grande contradição entre o significado da vivência dentro da Marinha e fora da Marinha, o que implica urna vivência constante de ser ambíguo e marginal. Um dos pressupostos deste estudo é que a construção da identidade militar dá-se através dos ritos de passagem, foco básico das histórias de vidas das mulheres da Marinha, o que foi ratificado por meio dos relatos. No entanto, a maioria dessas mulheres experiência a construção da identidade como segredo, evitando assim, o confronto direto com seu Ser estigmatizado. Foi postulado que esse efeito talvez seja devido aos mecanismos de controle usados pela Marinha e/ou pelo desejo das mulheres de não verem destruídas suas ilusões e fantasias. Com efeito, não obstante as características comuns que nos são dadas ao ingressarmos no mundo, as histórias de vida dessas mulheres, demonstraram que o mundo de cada uma delas e diferente, exclusivo e único; e que cometeríamos um equívoco se as excluíssemos do grupo de outras mulheres, em outras Instituições Totais.

Entre um cafezinho e uma bica: uma análise do uso do café por consumidores cariocas e alfacinhas

O estudo do comportamento dos consumidores  nomeadamente, os rituais de consumo associados ao consumo de café e os fatores envolvidos nesse processo  é importante para podermos compreender e comparar o comportamento dos consumidores cariocas e lisboetas no que tange ao consumo de café. Por outro lado, também é importante averiguar a influência da cultura e da sociedade nesses rituais de consumo, de forma a compreender a evolução do varejo de café pronto no Brasil. Os modelos que vêm sendo aplicados aqui se adaptam às características do público local, o que traz para a nossa discussão, a noção de cultura. Como em Portugal o uso do café expresso já é mais maduro que no Rio de Janeiro, a comparação entre as duas culturas pode ser interessante para ajudar o varejo brasileiro a se desenvolver. Para tal, neste estudo, foram entrevistados moradores das cidades do Rio de Janeiro e de Lisboa, a fim de descrevermos de que modo consomem café, os rituais associados a esse bem de consumo, assim como seus hábitos, motivações e justificativas para esse consumo, mostrando que não trata apenas de uma decisão de compra utilitária, mas também simbólica. Com esse objetivo, foram entrevistadas 69 e pessoas e os resultados dessas entrevistas avaliados de forma interpretativa. A conclusão foi a de que a bebida é consumida por uma parcela heterogênea dos entrevistados e que, geralmente, os consumidores associam o consumo de café a hábito, prazer, círculo de amizades, trabalho – como break –, colegas e família. Isso revela que o significado social da bebida está enraizado no âmbito doméstico, no trabalho ou no círculo de amizades e que esse significado está intrinsecamente associado aos hábitos e costumes das sociedades brasileira e portuguesa como fruto de suas culturas. Consequentemente, grande parte dos rituais de consumo dessa bebida está interligada ao seu significado social. Observou-se a necessidade de expansão desse mercado, particularmente, entre os jovens no Rio de Janeiro, e que muitas vezes o aroma é preferível ao sabor, pois mesmo aqueles que não apreciam muito a bebida, de uma forma geral, afirmaram gostar bastante do aroma. Assim, é fundamental para os gestores de estabelecimentos de varejo de café pronto conhecerem o cliente, serem inovadores e anteciparem as tendências, de modo a satisfazerem as necessidades deste. A preocupação não deve ser apenas com a qualidade do produto oferecido e com o conforto do cliente, mas também em agregar valor ao café e ao serviço prestado, proporcionando à clientela uma experiência única, a qual pode ser um diferencial importante, pois a conotação simbólica associada a esse bem de consumo é cada vez mais destacada.

Important, unimportant a critical anticipation of the assumptions of legal positivism in Alice in Wonderland

Almost a full century separates Lewis’ Alice in Wonderland (1865) and the second, lengthier and more elaborate edition of Hans Kelsen’s Pure Theory of Law (1960; first edition published in 1934). And yet, it is possible to argue that the former anticipates and critically addresses many of the philosophical assumptions that underlie and are elemental to the argument of the latter. Both texts, with the illuminating differences that arise from their disparate genre, have as one of their key themes norms and their functioning. Wonderland, as Alice soon finds out, is a world beset by rules of all kinds: from the etiquette rituals of the mad tea-party to the changing setting for the cricket game to the procedural insanity of the trial with which the novel ends. Pure Theory of Law, as Kelsen emphatically stresses, has the grundnorm as the cornerstone upon which the whole theoretical edifice rests2. This paper discusses some of the assumptions underlying Kelsen’s argument as an instance of the modern worldview which Lewis satirically scrutinizes. The first section (Sleepy and stupid) discusses Lewis critique of the idea that, to correctly apprehend an object (in the case of Kelsen’s study, law), one has to free it from its alien elements. The second section (Do bats eat cats?) discusses the notion of systemic coherence and its impact on modern ways of thinking about truth, law and society. The third section (Off with their heads!) explores the connections between readings of systems as neutral entities and the perpetuation of political power. The fourth and final section (Important, Unimportant) explains the sense in which a “critical anticipation” is both possible and useful to discuss the philosophical assumptions structuring some positivist arguments. It also discusses the reasons for choosing to focus on Kelsen’s work, rather than on that of Lewis’ contemporary, John Austin, whose The Province of Jurisprudence Determined (published in 1832) remains influential in legal debates today.

Círculos ao invés de linhas: em busca de valores e princípios estruturantes da gestão social. Projeto juventude, participação e autonomia (Instituto Universidade Popular - UNIPOP)

The organizations are characterized as dynamic spaces, they are being revisited and redefined, because they constitute structural human spaces and new vain outlines won expression. As it begins, of the non consensus in its conception, it is explicit the complexity degree that is identified in the plurality and diversity, brought by the people that compose them, characterizing it as accomplishment space, of happiness and also of conflict, of relationships of power and organizational limits and from birth and burial of faiths, values, norms, symbols, knowledge and rituals, therefore, deeply human. In that way, to know the administration of the organization is preponderant condition for the format of the human relationships to be delineated in its living. Like this the work makes an option in knowing the social administration, this work tries to know and analyze the values and beginnings of the social administration; revealling characteristics and specificities of the organizational performance of UNIPOP that contribute to the formation of the conception of Social Administration, it tends as source of the information the managers of the institution; to identify the formative values of UNIPOP that contribute to the youths' partner-political action in the community, tends for reference the current students of the organization and last to evaluate values structurates and supporting that interconnection between the organizational Administration, formation youth's program, participation and autonomy and attendance, starting from the existences gained by the exits, of that program. This way, the research will be qualitative, looking for understanding starting from their documents, the existence of those values

Espirito de catimbo: a moral magico-religiosa da jurema

This participative research interested in the social praxis attempts to understand the moral principles that set the magic rituals and the places of worship of three jurema centers of the potiguar region of Canguaretama. Among other inner particularly aspects of each focused catimbó-jurema center, it is being discussed the collective standards involved in the reliance and fellowship values assumed in the private magical gatherings by the juremeiras leaders and their partners, in contrast to the prestige seeking and the individualism that influence both the symbolic competitions and the witchcraft works that link these agents to the broader catimbozeiro universe of this region. Finally, the moral practices which make part of the juremeiro left-right dualism are investigated based on the understanding that the referred native pantheonic-ritual dichotomy does not necessarily express two moralities substantially adversed in terms of benefits or harms, but a series of moral actions subject to the specular logic of the tit-for tat. Thus, this research seeks to prove that this moral structure of symbolic reciprocity, as well as the witchcraft centrality in the catimbozeiro world, finds a certain causal link in a world view which guiding principle is the ontological evil of the catholic cosmology

A cultura de índio, seu menino, vem de longe aqui : formação histórica e territorialização dos Tremembé/CE

This dissertation is based on the ethnography of a strategic selection of three Tremembé ethnic situations, which are situated in the backlands of Acaraú and Itarema, municipalities located in Ceará State (Northeast Brazil). My main aims are the following. Firstly, I reconstitute the historical and social formation of three localities, called Lagoa dos Negros, Telhas, and Queimadas, related to a particular origin myth which refers to Almofala, an extinct colonial Aldeamento in the seashore, where the Tremembé indians and other native populations were converted and gathered under missionary administration. According to the origin myth, these three localities were set up after a strong drought which happened in 1888 (the so called three eights) when a group of Tremembé families moved to the countryside and established close to the Lagoa dos Negros and, later on, they were segmented into smaller groups which started to live in other areas and places not far from the former location. Notably, I develop an anthropological approach to understand the historical formation of these three localities. Secondly, I analyze some processes of territorialization, which were emerged from the 1980s and had important consequences to these indigenous families throughout the next two decades. This historical dimension is re-appropriated and ressignified in ethnic terms. A third point of my work is the analysis of the construction of territorialities and also the cultural and symbolic dimensions which are formulated by the Tremembé Indians who live in these localities. Therefore, I investigate some cultural traditions and rituals, such as the Torém dance, but I also examine their multiple semantics, which constitute a transversal direction throughout the history understood by the Tremembé of the different social situations I researched. To sum up, there is a process of cultural actualization, which is still going on and presents itself through the ludic sphere as well as their political and religions dimensions, which are usually associated to the ritual presentation of the Torém

O Ofício das Rezadeiras: um estudo antropológico sobre as práticas terapêuticas e a comunhão de crenças em Cruzeta/RN

The present Master´s dissertation aims to study the practices of the rezadeiras, Brazilian women healers, through an anthropological perspective. Special attention will be given to the understanding of these practices as a dynamic process in relation to those women who heal in Cruzeta (Seridó, Rio Grande do Norte), where is located our ethnographic research. For this research, twenty four rezadeiras were contacted and colaborated with our work plan. Among them, two were pentecostal rezadeiras and another one was member of the Jurema cult, an afro-brazilian religious cult. Similarities among these women healers were perceived in the research process, mostly in terms of their learning process and the use of certain objects and ritual techniques. However, apparent differences among them gave us the chance for understanding and reflecting on the actual heterogeneity of this world of specialists. Furthermore, i tried to capture the relations between the rezadeiras and the therapeutic practices from health professionals or the religious practices of religious leaders (Catholic, pentecostal, etc). It is possible to ascertain about the complementarity between therapeutic practices from different cultural logics. This complementarity is also perceived through the religious interchanges and transits among different healers, including those who have different religious beliefs. In this work, rituals are also described and they are a crucial factor to the understanding of this particular religious and therapeutic practice conducted by women. Following these ideas, our basic aim is to understand how the rezadeiras make interpretations about health and illness, specially those ones which are particular associated with their practices, the so called "doenças de rezadeiras"

A Cabana Umbamdista Pai Joaquim de Angola: frente a intolerância a Umbanda na Cidade do Natal/RN

This dissertation presents an attempt to register the initial steps of african-Brazilian religion Umbanda in the city of Natal, capital of Rio Grande do Norte, from a case study of Cabana Umbanda Pai Joaquim de Angola, represented by its maintainer, umbanda of the priest José Clementino. The main objective is to record the memories of fans in aspects of its tradition, experience social and cultural religious building, in an attempt to show the religious hatred with practitioners of Umbanda. Used to: in audio recordings of festivals and rituals, narratives about the memories and stories of employees and their explanations, photographs, diary entries in the field, participant observation and interviews available. The analysis referred to in umbanda Natal / RN, was based on field research as a product of the visits that took place between the years 2006 to 2009 in Terreiro de Umbanda Pai Joaquim de Angola, located in the neighborhood of Rocas.

A festa do bom Jesus dos navegantes em propriá-se: história de fé, espaço das relações sociais e laços culturais

The study is a survey conducted for the Master of Social Sciences carried out in partnership between the Universidade Tiradentes-UNIT/SE and the Universidade Federal do Rio Grande do Norte (UFRN). Being a religious event, we seek to show that the religious parties generally have particular meanings for each nation or region. Amaral (1998) informs that the Brazilian parties regardless of where they occur are popular demonstrations that, as the context in which they present themselves, can dilute to crystallize, to celebrate, to ritualize or sacralize the particular social experience of the groups that do. They happen as a way to thank victories or important religious passages as Christmas, the June saints celebration, patron saints and patron saints considered. Thus, The Bom Jesus dos Navegantes party in Propriá-SE: story of faith, a space of social relations and cultural ties, is presented as our field of study because it is one of those celebrations that while celebrated in Sergipe, always on Sundays in January, by some municipalities situated along the river San Francisco, has the characteristic of overlap any others placed in town, including the one of the city's patron saint, Saint Anthony, held on June 13. Concerning the materials and methods, we opted for qualitative research and participant direct observation, using the techniques of personal notes, interviews, newspapers, websites, photos, videos and testimonials from participants and organizers, as well as references offered by experts of the area. With this research answers were sought to questions about what could keep alive the celebration of Bom Jesus dos Navegantes each year in order that this is a patron saint, not saint; the way as the investment of local government with more resources in this period, during the organization of arts festivals, has created a thread of tension with the Catholic Church promoting the religious rituals was reviewed. It was also analyzed how the sacred and profane spaces present themselves inseparable from the celebration and, finally, it was revealed that the party retains its value by preserving its tradition and making room for modernity, not weakening but suffering metamorphoses of time and space and can be seen in the social and cultural bonds wrapped by the time of religious faith

Auta de Souza, a poeta de pele clara, um moreno doce : memória e cultura da intelectualidade afrodescendente no Rio Grande do Norte

In the first half of the twentieth century different groups of intellectuals were engaged in the pursuit of an ideal of Brazility. Thereon, two currents are perceived. The first was marked by a nostalgic bias about the past, being formulated by intellectuals from the region that was turning as Northeast. This group of intellectuals emphasized values and traditions of the agrarian aristocracy of the region that was losing visibility in the political and economic Brazil scene. Already the other current has a more modern and industrial feature, was formed by intellectuals from the Southeast that in detriment of the first, was rising. This group, on the other hand, was intended to give a new face to Brazil and break with the "roots" of our delay that in their view were linked to our agrarian past. This resulted in different perceptions and interpretations of our historical past, and the construction of different profiles to the Brazilian. Accordingly, our work seeks to understand how was produced the writing that silenced the mixed ancestry of Auta de Souza (1876-1901) considering the position that she should occupy in the intellectuals projects who were in charge of forming a memory for our state. Auta as a relevant historical character in this project of potiguares intellectuals, she was raised to the condition of a model woman and elected in the pantheon of the most beloved poets of Rio Grande do Norte, however, to occupy such prestigious position she had her racial ancestry concealed in the writings that these same intellectuals had written about her, what is still spreaded in memory and rituals places of religious and civic features

Um tempo para Pandora brincar: etnografia acerca do tempo de lazer das operárias

The aim of this paper was to understand women s time as seen through the experiences of the women workers of Sobral-CE, who build free time and leisure time through the subjectivity of their histories as delineated by an everyday life as full of work as it is empty of leisure. The approach used here is an ethnographic one, through participative observation and narratives of working and leisure experiences. These workers everyday life reveals itself in the construction of their leisure time as related to their time of drudgery, in public as well as in private spaces. The responsibility of working away from home, as well as of carrying through domestic chores and of devoting themselves to their husband and their children was imposed upon women in a manipulative manner. This fact deprived women of their possibility of practicing and enjoying leisure activities. With the coming of the so called triple working day, women began organizing new strategies to elaborate, to organize, to create and to turn leisure activities possible. The interpretation of the trajectories of the lives of twenty women workers of a shoe plant in Sobral-CE was realized by the means of an ethnographic study. The thesis consists of the analysis of the construction of social times and of leisure practices, in a context interpenetrated by the cultural conditionings of much work and economic difficulties. The aim of the study was to understand how the women workers of Sobral-CE construct their practices and representations about free time and leisure in the web of sociabilities (possibilities, necessities, dilemmas and dreams). Everyday life is here defined as an ontological dimension of human life. Hence, it does not limit itself to the rituals, the celebrations or the exceptional conditions usually discussed by researchers

Rituais de resistência: experiências pedagógicas tapeba

The work aims to investigate some of the educational actions developed in the differentiated Tapeba schools (CE), in their pedagogical practices. The reading of these practices as ritual of ethnic cultural resistance is accomplished by the approach of studies of experience and performance in the anthropology, as well as, the analytical perspective suggested by the dramaturgy ideas and social drama. So, taking a critical approach of the school, that conceives it, while time space privileged of possibilities of political social change, this work searches to notice the means of achievement of a differentiated education. I aim at, with that, to observe the ritual moments and performáticos of the pedagogic practices of Tapeba while important political-symbolic expressions of your collective experiences, looking at the process of construction of legitimacy of the school differentiated as scenery of creation of pedagogic rituals of resistance. Then, the Cultural Fair, Tapeba Indian Games, the Walking of Tapeba Indian`s Day and Carnauba Party by one side and the Cultural Classes, by another, promote a re-thinking on the experiences of Tapeba ethnicity, distinguishing also, in this process of identity affirmation, the political pedagogical role fulfilled by land re-taking. Finally, this work makes clear that Tapeba prove to be individuals with rights and at the same time they want to legitimate their differentiated school practices, Tapeba construct the meaning of their social actions in the educative and in other aspects of their communitarian living as well

Construtivismo de marco teórico-pedagógico a grife: um estudo a partir das mensagens veiculadas na internet

This thesis is resulted of a research on propagated the social representations of constructivism in the Internet, which as had estimated basic the idea of Moscovici (1961) of that the media it has determinative paper in the popularization of the scientific theories, in formation e propagation of the social representations and in the construction of behaviors human beings. Understanding the Internet as latest space of circulation of social communications, therefore, privileged field (and still not explored) for studies of social representations, we choose this half midiático as investigative field of our research, it if it constitutes in the "great ocean of the new informational planet" (LEVY, 2000, p. 126), besides making possible the interaction with different forms of images, different individuals, different ' world ', configuring itself as important space of symbolic production e of analysis of the representational process in the world contemporary. Based in these questions, we trace as objective to analyze the circulating speech propagated on-line on the constructivism, searching to apprehend the social representations shared the respect. This objective was constructed in face of the insertion of the theory constructivist in the educational way has two decades more than, as well as of its consolidation as reference in different social contexts, mainly in midiático. The question that directed the research was: as this theory obtains to penetrate in some layers of our society, to influence the world readings e the behaviors of different people? That modifications it suffers in this trajectory and which the paper of the Internet in this process? The corpus of the research was constituted of the substances on the theory found in the Internet, in pages in Portuguese of Google, in the period of 27 of July of 2004 the 17 of August of 2004. The data they had been analyzed on the basis of the project of analysis of content elaborated for Moscovici (1961) and in the estimated theoreticians of the social communication, in special of the hypermedia. The results had disclosed that the Internet participates of determinative form in the process of popularization of the constructivism theory, not only spreading out its estimated theoretician- methodological for the domain public (diffusion), but propagating positive beliefs and images of its postulates (propagation) and using them it service of interests politicians e financiers (propaganda). The popularization of the constructivism in the Internet and social representations of this theory propagated configure one process in which the theory passes of pedagogical theoretical landmark for grief, assuming a commercial character extremely and the status of solution for problems of the education and the society, stirring up attitudes and behaviors in public, most general possible, that comes to take care of to the interests politicians e marketing. Recognizing the diversity, the permanent renewal of information and the negotiation of directions gifts in the Internet, as well as the innumerable ones forms of access to the information found by it, we consider results of the research as fruits of the inherent characteristics to this way midiático, to the time where we call the attention for relativity these results, for the plasticity of knowing them and sensible propagated on-line e for the great challenge that the hypermedia imposes to the study of communication phenomena, of the social representations and in educational quarrels and for the necessity of new research that they investigate the forms of socialization of the information and communication propitiated by hypermedia and its implications in the construction of the symbolic universes and in practical social