Soil management in relation to sustainable agriculture and ecosystem services

Requirements for research, practices and policies affecting soil management in relation to global food security are reviewed. Managing soil organic carbon (C) is central because soil organic matter influences numerous soil properties relevant to ecosystem functioning and crop growth. Even small changes in total C content can have disproportionately large impacts on key soil physical properties. Practices to encourage maintenance of soil C are important for ensuring sustainability of all soil functions. Soil is a major store of C within the biosphere – increases or decreases in this large stock can either mitigate or worsen climate change. Deforestation, conversion of grasslands to arable cropping and drainage of wetlands all cause emission of C; policies and international action to minimise these changes are urgently required. Sequestration of C in soil can contribute to climate change mitigation but the real impact of different options is often misunderstood. Some changes in management that are beneficial for soil C, increase emissions of nitrous oxide (a powerful greenhouse gas) thus cancelling the benefit. Research on soil physical processes and their interactions with roots can lead to improved and novel practices to improve crop access to water and nutrients. Increased understanding of root function has implications for selection and breeding of crops to maximise capture of water and nutrients. Roots are also a means of delivering natural plant-produced chemicals into soil with potentially beneficial impacts. These include biocontrol of soil-borne pests and diseases and inhibition of the nitrification process in soil (conversion of ammonium to nitrate) with possible benefits for improved nitrogen use efficiency and decreased nitrous oxide emission. The application of molecular methods to studies of soil organisms, and their interactions with roots, is providing new understanding of soil ecology and the basis for novel practical applications. Policy makers and those concerned with development of management approaches need to keep a watching brief on emerging possibilities from this fast-moving area of science. Nutrient management is a key challenge for global food production: there is an urgent need to increase nutrient availability to crops grown by smallholder farmers in developing countries. Many changes in practices including inter-cropping, inclusion of nitrogen-fixing crops, agroforestry and improved recycling have been clearly demonstrated to be beneficial: facilitating policies and practical strategies are needed to make these widely available, taking account of local economic and social conditions. In the longer term fertilizers will be essential for food security: policies and actions are needed to make these available and affordable to small farmers. In developed regions, and those developing rapidly such as China, strategies and policies to manage more precisely the necessarily large flows of nutrients in ways that minimise environmental damage are essential. A specific issue is to minimise emissions of nitrous oxide whilst ensuring sufficient nitrogen is available for adequate food production. Application of known strategies (through either regulation or education), technological developments, and continued research to improve understanding of basic processes will all play a part. Decreasing soil erosion is essential, both to maintain the soil resource and to minimise downstream damage such as sedimentation of rivers with adverse impacts on fisheries. Practical strategies are well known but often have financial implications for farmers. Examples of systems for paying one group of land users for ecosystem services affecting others exist in several parts of the world and serve as a model.

Decadal climate prediction: an update from the trenches

This paper provides an update on research in the relatively new and fast-moving field of decadal climate prediction, and addresses the use of decadal climate predictions not only for potential users of such information but also for improving our understanding of processes in the climate system. External forcing influences the predictions throughout, but their contributions to predictive skill become dominant after most of the improved skill from initialization with observations vanishes after about six to nine years. Recent multi-model results suggest that there is relatively more decadal predictive skill in the North Atlantic, western Pacific, and Indian Oceans than in other regions of the world oceans. Aspects of decadal variability of SSTs, like the mid-1970s shift in the Pacific, the mid-1990s shift in the northern North Atlantic and western Pacific, and the early-2000s hiatus, are better represented in initialized hindcasts compared to uninitialized simulations. There is evidence of higher skill in initialized multi-model ensemble decadal hindcasts than in single model results, with multi-model initialized predictions for near term climate showing somewhat less global warming than uninitialized simulations. Some decadal hindcasts have shown statistically reliable predictions of surface temperature over various land and ocean regions for lead times of up to 6-9 years, but this needs to be investigated in a wider set of models. As in the early days of El Niño-Southern Oscillation (ENSO) prediction, improvements to models will reduce the need for bias adjustment, and increase the reliability, and thus usefulness, of decadal climate predictions in the future.

Sensitivities of a cyclone detection and tracking algorithm: individual tracks and climatology

Northern Hemisphere cyclone activity is assessed by applying an algorithm for the detection and tracking of synoptic scale cyclones to mean sea level pressure data. The method, originally developed for the Southern Hemisphere, is adapted for application in the Northern Hemisphere winter season. NCEP-Reanalysis data from 1958/59 to 1997/98 are used as input. The sensitivities of the results to particular parameters of the algorithm are discussed for both case studies and from a climatological point of view. Results show that the choice of settings is of major relevance especially for the tracking of smaller scale and fast moving systems. With an appropriate setting the algorithm is capable of automatically tracking different types of cyclones at the same time: Both fast moving and developing systems over the large ocean basins and smaller scale cyclones over the Mediterranean basin can be assessed. The climatology of cyclone variables, e.g., cyclone track density, cyclone counts, intensification rates, propagation speeds and areas of cyclogenesis and -lysis gives detailed information on typical cyclone life cycles for different regions. The lowering of the spatial and temporal resolution of the input data from full resolution T62/06h to T42/12h decreases the cyclone track density and cyclone counts. Reducing the temporal resolution alone contributes to a decline in the number of fast moving systems, which is relevant for the cyclone track density. Lowering spatial resolution alone mainly reduces the number of weak cyclones.

Towards a framework for managing IT-enabled change, sourcing and governance

In the resource-based view, organisations are represented by the sum of their physical, human and organisational assets, resources and capabilities. Operational capabilities maintain the status quo and allow an organisation to execute their existing business. Dynamic capabilities, otherwise, allow an organisation to change this status quo including a change of the operational ones. Competitive advantage, in this context, is an effect of continuously developing and reconfiguring these firm-specific assets through dynamic capabilities. Deciding where and how to source the core operational capabilities is a key success factor. Furthermore, developing its dynamic capabilities allows an organisation to effectively manage change its operational capabilities. Many organisations are asserted to have a high dependency on - as well as a high benefit from - the use of information technology (IT), making it a crucial and overarching resource. Furthermore, the IT function is assigned the role as a change enabler and so IT sourcing affects the capability of managing business change. IT sourcing means that organisations need to decide how to source their IT capabilities. Outsourcing of parts of the IT function will also outsource some of the IT capabilities and therefore some of the business capabilities. As a result, IT sourcing has an impact on the organisation's capabilities and consequently on the business success. And finally, a turbulent and fast moving business environment challenges organisations to effectively and efficiently managing business change. Our research builds on the existing theory of dynamic and operational capabilities by considering the interdependencies between the dynamic capabilities of business change and IT sourcing. Further it examines the decision-making oversight of these areas as implemented through IT governance. We introduce a new conceptual framework derived from the existing theory and extended through an illustrative case study conducted in a German bank. Under a philosophical paradigm of constructivism, we collected data from eight semi-structured interviews and used additional sources of evidence in form of annual accounts, strategy papers and IT benchmark reports. We applied an Interpretative Phenomenological Analysis (IPA), which emerged the superordinate themes for our tentative capabilities framework. An understanding of these interdependencies enables scholars and professionals to improve business success through effectively managing business change and evaluating the impact of IT sourcing decisions on the organisation's operational and dynamic capabilities.

An Analysis of the Telecommunications Business in China by Linear Regression

In this paper, we study the influence of the National Telecom Business Volume by the data in 2008 that have been published in China Statistical Yearbook of Statistics. We illustrate the procedure of modeling “National Telecom Business Volume” on the following eight variables, GDP, Consumption Levels, Retail Sales of Social Consumer Goods Total Renovation Investment, the Local Telephone Exchange Capacity, Mobile Telephone Exchange Capacity, Mobile Phone End Users, and the Local Telephone End Users. The testing of heteroscedasticity and multicollinearity for model evaluation is included. We also consider AIC and BIC criterion to select independent variables, and conclude the result of the factors which are the optimal regression model for the amount of telecommunications business and the relation between independent variables and dependent variable. Based on the final results, we propose several recommendations about how to improve telecommunication services and promote the economic development.

Como se faz um tijucano? Reflexões sobre consumo, identidade e masculinidade em um bairro carioca

The love of cariocas for the city of Rio de Janeiro is widely known. As well as the cariocas, there is another social group, called tijucanos, which the love for the neighborhood is peculiar. The Tijuca zone, known by its tradition and development during the 60¿s, due to his local identity ¿ tijucana, definitely deserves prominence in the ¿wonderful city¿. The people of Tijuca can be known as a ¿personality¿ in Rio, and their habits of consumption seldom exceed the area¿s limits. Enclosure of histories and special characteristics, how to be a tijucano, an adjective that people of Tijuca are proud of, is one of the focus of this present study. To be an unconditional tijucano, who loves to walk around in the neighborhood, in the square, enjoy their lives in famous bars, ended up as a peculiarity in the carioca scenario, together with the people of Ipanema, Barra and many others, that together make Rio de Janeiro a unique city. In spite of the increasing visibility, there are few studies trying to understand the way heterosexual men interact with the world of consumer goods. In view of the great interest and in the contemporary world, the meaning of consumption has increased. The object of the present study is to try to understand how the people from Tijuca use the world of consumer goods to ¿become a man¿, i.e., to construct their male heterosexual identity. This analysis is crucial to investigate the construction of masculine gender identity of the people from Tijuca. The study was based on data gathered through deep interviews with nine men from Tijuca during the month of January 2007. The results have shown that the tijucanos interact with the neighborhood services and locals during the process of construction of gender and local identity. It was possible to notice that there are four differents stages, by means of, people use the world of consumer goods to identify themselves as men from Tijuca. Therefore, it is possible to conclude that it occurs the consumption of specific products and places in strategy to: define masculinity and local identity (when young person), move aside, assimilation, acceptation and reinforcement of that identity.

Como ajudar a fidelizar clientes: o caso das lojas Quero Quero S. A . Filial de Santa Rosa - RS

Deep Changes in the consuming market are demanding a high level of competitive skills from all kind of companies, mainly those directed to sales of consumer goods. How to engage customers is a key factor, a competitive skill, to be learned from successful practices. This Master dissertation is concentrated on the case of a department store, a successful branch of an organization called Quero-Quero, in south of Brazil. Observations, interviews, and a survey, and its analysis, lead to the identification of informal practices and instruments they use to establish durable links with customers. Also the role of all stakeholders is considered both in the survey and analysis.

Distribution strategies for the base of the pyramid: an exploratory study in Brazil

Access has been one of the main difficulties companies have faced in emerging markets (PRAHALAD, 2005). The capillarity of the market, the existence of small, not professionalized and sometimes informal retailers, the lack of infrastructure and high transportation costs are some of the distribution challenges companies face in poorer regions. The literature concerning the Base of the Pyramid (BoP) is still recent and only after the seminal article by Prahalad and Hart (2002), it evolved into many different management perspectives. However, there is a lack of researches concerning distribution strategies to the BoP. Therefore, the main objective of this research is to identify, in the perception of executives working in the market, the conditions associated to a satisfactory distribution for the BoP market in Brazil and to build a substantive theory that helps to shed light to the understanding of the distribution phenomenon adopted by consumer goods companies to reach the BoP market in Brazil. In order to accomplish the objectives of this thesis, a grounded theory methodology (Glaser; Strauss, 1967; Corbin; Strauss, 2008) was used. This approach helped to identify the channel strategies used by local and global companies in the market. Many techniques for data collection were applied. The most important one was in-depth interviews with 26 executives from 24 different consumer goods companies in Brazil. Among the companies there were small, medium and large enterprises; which were also grouped as manufacturers, distributors and retailers. Furthermore, secondary data were examined to identify business strategies to reach BoP and map global distribution initiatives. A database from a consumer panel was also used to analyze what and where BoP consumers purchase non-durable goods. It was verified that small and traditional retailing is a very strong format in BoP markets and in the Northern/Northeastern regions. Cash & Carry is a format that is growing a lot. On the other hand, hypermarkets are not very used by low income population. The results suggest that three major categories are associated to a satisfactory distribution: (a) willingness, which means the effort, knowledge and enthusiasm a firm has to operate at BoP markets; (b) well-done execution, which is related to designing correctly the marketing channel and operating efficiently in an environment full of obstacles, such as lack of infrastructure, capillarity, lack of safety, regional differences and informality, and (c) relationship, which was perceived to be friendlier and essential at BoP markets, since it is very difficult for manufacturers to reach the entire market alone. It is more likely to have a satisfactory distribution when manufacturers establish strong relationships in the marketing channel. Besides, small retailers have a perception of isolation and expect a higher level of relationship. These major categories explain also the competitive advantage that local companies have in relation to MNCs and large companies. Despite of the limitations of an exploratory study, it is expected that this thesis will contribute to the BoP knowledge as well as to the identification of the peculiarities of distribution in BoP markets.

Desenvolvimento econômico e mercado de trabalho urbano no nordeste brasileiro

A história recente do Nordeste caracteriza-se por uma primeira fase de isolamento e outra de articulação. Nessa segunda fase, o dinamismo que se instala a partir da década de sessenta provocou profundas transformações na economia da região. Essas transformações implicaram em elevadas taxas de expansão do produto regional, alterações na estrutura produtiva através da adoção de novos processos de trabalho que implicou de um lado, na redução da demanda por trabalho e de outro, na sua expansão. Registrou-se, também, mudanças bastante significativas nos gêneros industriais reduzindo a participação na produção das indústrias de bens de consumo não-duráveis e aumentando de modo importante a participação das indústrias de bens intermediários voltadas para o mercado nacional e internacional, o que contribui para aumentar a dependência do Nordeste em relação as regiões mais ricas. As mudanças iniciadas no setor industrial se propagam para os setores primários, secundários e terciários. No setor agrícola, as transformações dificultaram a sobrevivência do trabalhador, ampliaram as relações capitalistas no setor manifestas na maior proletarização da mão-de-obra rural; estimularam as emigrações para. as cidades e elevaram consideravelmente a participação da população ocupada em atividades predominantemente urbanas. No setor terciário, as mudanças provocaram o incremento do subemprego, grande diferenciação nos 11 níveis de produtividade e rendimentos, gerando um quadro de aprofundamento da heterogeneidadeda estrutura produtiva e do mercado de trabalho. Adicionalmente, houve uma excessiva urbanização, aumento da concentração da renda, incremento do grau de informalidade, crescimento do número de empregados clandestinos e maior participação dos menores e adultos no mercado de trabalho. Tudo isso, ocorreu,associado ao quadro de dinamismo das atividades produtivas, sem paralelo na história recente das regiões atrasadas do pais. A análise dos dados também mostrou que o nível do desemprego aberto, é relativamente baixo tanto para os homens como para as mulheres. Isto ocorre porque na expansão ou na retração econômica as flutuações no nível de ocupação são acampanhadas por modificações da taxa de participação da PIA no mercado de trabalho. Portanto, a recente infonnalidade, fonnalidade e submersão da mão-de-obra no Nordeste estão associadas a um contexto de crescimento da economia e, por conseguinte, resultam do estilo ou padrão de acumulação de capital que, mesmo se realizando com altas taxas de expansão, não repercute positivamente no mercado de trabalho, nos tennos requeridos pela oferta de mão-de-obra. Assim, o aparecimento de um excedente relativo de população é resultado do padrão de acumulação da capital da economia regional, que está associado ao modo como o Nordeste se inseriu no contexto nacional e, nesse sentido, é o padrão de industrialização o principal fator responsável por parte importante do insucesso da economia local em absorver produtivamente a população que se apresenta no mercado de trabalho urbano

Tendência sócio-cultural da alimentação saudável no Brasil e sua re-significação a partir da publicidade: um estudo de caso da campanha Maxi-goiabinha da Bauduco

Tendências sócio-culturais costumam ser incorporadas no mercado de consumo na forma de produtos e campanhas publicitárias. Para isto, as empresas tendem a resignificar as tendências para que se tornem argumentos de venda de seus novos produtos. Este estudo toma como objeto um produto lançado no mercado, no caso a Maxi-Goiabinha da Bauducco, e discute através de referências bibliográficas e outros exemplos de mercado como se dá a re-significação deste produto em específico. O objetivo desta dissertação é identificar de que maneira as tendências de alimentação saudável foram simplificadas, transformadas em ícones e exemplificadas através de um estilo de vida pela publicidade do produto Maxi-Goiabinha. O estudo busca os elementos que serviram como influência da campanha, a razão da utilização destes elementos e quais os potenciais impactos do produto no mercado em que está inserido. A escolha do produto Maxi-Goiabinha é interessante por ser um produto de uma marca notoriamente indulgente, a Bauducco, que procura se inserir num mercado com argumentos saudáveis que não faz parte do posicionamento original da marca. A relação mostra a fragilidade da marca para manter a sua identidade ao ser confrontada com a oportunidade de maior faturamento ao se aproveitar de uma tendência de mercado. Conclui-se que a publicidade provê os consumidores de informação e a partir desta, eles passam a procurar por características mais saudáveis no mercado de consumo, o que gera uma transformação potencialmente positiva no mercado. No entanto, ao se utilizar como ícones de seus comerciais pessoas que mostram um balanço perfeito entre saúde, vida pessoal e vida profissional, pode-se gerar um aumento da ansiedade no consumidor médio para se tornarem tão bem sucedidos quanto este homem ou mulher ideal. Discute-se se as escolhas disponibilizadas pela indústria no atual contexto de consumo oprimem ou libertam o consumidor, pois ao mesmo tempo em que lhe é dado o poder de escolha, também lhe é cobrado, através dos ícones das publicidades, ser feliz e bem sucedido em dezenas de facetas e papéis que acompanham a multiplicidade da vida contemporânea.

Does humor work in advertising of pharmaceutical products?

This thesis aims to evaluate whether humorous television commercials (TVCs) work for non-prescription drugs, known as “over-the-counter” (OTC). The construct humor in advertising is controversial since it involves complex and broad typology, and depends on the audience characteristics. Several studies within different product categories indicated that some consumer goods are better suited for humorous TVCs, while others, such as OTC drugs, may not take advantage from it. Paradoxically, drug announcers spend billions of dollars worldwide in humorous OTC ads. An experiment with real consumers was designed as between-and-within-subjects, to test three hypotheses. Sixty women were exposed to pairs of humorous and non-humorous TVCs, for each of the three drug categories (analgesics, vitamins, and laxatives). We used fictional brand names and real ads, and measured four dependant variables: attitude toward the advertising (AAD), attitude toward the brand (ABR), purchase intention (PI), and brand choice (BC), after subjects being exposed to manipulations of two independent variables: humorous vs. non-humorous TV commercials, for the drug categories. Conditional logit model confirmed that humor does not help to persuade respondents, whose choices, attitudes, and purchase intention were less favorable with humorous TVCs, in comparison to non-humorous executions. Future research is presented regarding marketing for pharmaceutical products.

Inimigos públicos: crimes corporativos e necrocorporações

As corporações estão presentes em todos os lugares e em quase todos os aspectos de nossas vidas, porém, elas podem ser perigosas para a sociedade, protagonizando ações com impactos negativos para consumidores, trabalhadores, meio ambiente e comunidades. Nesta tese, lançamos nosso olhar sobre o lado sombrio das corporações, explorando dois crimes corporativos cometidos no Brasil por duas corporações transnacionais da indústria química, uma indústria predominada por grandes corporações operando em forma de oligopólios, dentro de um setor altamente estratégico por produzir insumos para a produção da maioria dos bens de consumo. Nosso objetivo é compreender os crimes corporativos para além da perspectiva funcionalista predominante na literatura sobre o tema. Para tanto, realizamos uma pesquisa qualitativa, com base na perspectiva crítica, focalizando dois casos ocorridos há mais de quatro décadas, no Brasil. Para reunir material empírico, entrevistamos ex-trabalhadores e trabalhadores das corporações protagonistas dos crimes, ex-moradores da comunidade atingida pelos crimes e especialistas, como advogados e profissionais da saúde, que se envolveram nos casos. As entrevistas foram do tipo narrativa, tendo sido gravadas e, posteriormente, transcritas para análise. Além das entrevistas, reunimos diversos documentos sobre os casos, como a cobertura jornalística, relatórios técnicos, sentenças e acórdãos. Analisamos o material empírico buscando reconhecer que os crimes corporativos ocorreram como uma extensão das organizações e de seu modo de organizar, e não como infortúnio ou efeitos colaterais não intencionais. Como principais resultados, desenvolvemos os conceitos de necrocorporação e crimes corporativos contra a vida. Nossa análise estendeu-se sobre as articulações engendradas pelas corporações; a produção da morte; e o poder, o consentimento e a resistência. Em ambos os casos analisados, os crimes foram cometidos na busca pelos objetivos corporativos, provocando a morte e doenças, bem como outros danos irreversíveis ao meio ambiente e à comunidade. Nossos resultados apontam para a necessidade de uma mudança no modo de pensar quanto às relações entre governos, sociedade e corporações, iniciando-se pela dissolução desse modelo de organização de negócios.

Trading-up e a nova classe trabalhadora: a ressignificação do consumo sob a ótica do capital simbólico

Esta dissertação tem como objetivo entender os hábitos de consumo das mulheres da nova classe trabalhadora para conhecer as aspirações, motivações e desejos que influenciam suas decisões de compra, e para identificar qual o significado, para elas, dos produtos característicos do “novo luxo”. A problemática deste trabalho envolve o entendimento do comportamento de consumo da ‘nova classe trabalhadora’ (Souza, 2012), e tem por objetivo compreender os novos hábitos de consumo dessa classe, no que tange ao consumo de bens constitutivos do chamado ‘novo luxo’ (Silverstein & Fiske, 2008). Os resultados desta pesquisa trarão entendimento às ressignificações de produtos de novo luxo para a nova classe trabalhadora, conhecimento sobre as preferências e prioridades dessa classe, e compreensão sobre o valor simbólico do consumo desse tipo de produto. No primeiro capítulo, foi abordado o comportamento do consumidor, mostrando a importância do estudo do comportamento de consumo para as estratégias mercadológicas, além de explorar a influência da cultura na tomada de decisão dos consumidores; o segundo capítulo abordou os conceitos de habitus, capital simbólico e cultural, em que são exploradas as questões relacionadas a valores, atitudes e hábitos, e a importância destes na expressão do indivíduo na sociedade e na formação de sua identidade; no terceiro capítulo, discutiu-se o conceito de classe social, trabalhando com as principais divergências encontradas nas premissas utilizadas por cada autor para identificar suas características distintivas, mencionando os principais argumentos relacionados aos conceitos de ‘nova classe média’ (Neri, 2011) e de ‘nova classe trabalhadora’ (Souza, 2012); por fim, o quarto capítulo tratou do fenômeno do trading-up (Silverstein & Fiske, 2008), que demonstra que o consumidor tem optado por produtos considerados de novo luxo, mesmo que paguem valores superiores para obtê-los. O produto de novo luxo é definido pelos autores como um produto premium, que apresenta melhorias e características superiores em relação a produtos similares, porém com preços mais acessíveis se comparados aos de luxo tradicional. A metodologia escolhida para este trabalho foi a pesquisa qualitativa de caráter exploratório-descritivo, considerando uma amostragem não probabilística, usando a seleção por julgamento. Os resultados da pesquisa demonstraram que, de fato, o fenômeno do trading-up está presente no dia-a-dia das mulheres da nova classe trabalhadora, ao priorizarem determinados itens que julgam importantes para o seu conforto, bem-estar, e melhoria na qualidade de vida.

Natal qual é a sua cara?: análise do perfil edilício da avenida Eng. Roberto Freire (Natal/RN) à luz da acessibilidade

This study focuses on the building ensemble of Avenida Roberto Freire, a main road in Natal, Brazil, as a material expression of the confluence of various factors among which the following may be emphasized: high level of accessibility due to urban spatial re-structuring and the growth of the real estate market, in view of the increasing number of consumers, who arrived in Natal within the last decades. The intense urban modification process that has been going on in Natal since at least the 1980s, has engendered the formation of long axial lines which express the expansion dynamics and some of the forces subjacent to it. Avenida Roberto Freire has been an iconic example of an urban thoroughfare where architecture becomes primarily a communication support that can be perceived by fast moving passers-by, what brings it close to the venturian concept of strip (Venturi at al, 1972). The building types that line the road not only respond to the dynamics in process but also contribute to intensify it, as they house a variety of uses which attract people and generate more movement. The dynamics is further strengthened by the action of the real estate business which benefits from the increase of highly accessible locations, and from the private and public investments and incentives to tourism that aim to insert this city into the globalized world. Although the intention of reconstituting part of the history of density increase on this avenue in a diachronical perspective was attempted within the limits of the available references and documentation, the central contribution of this study is to understand the relations between topological accessibility and the typological nature of the building ensemble. By observing the synchronic morphological frame resulting from the spatial configuration analysis pertinent to this avenue (cf. Hillier and Hanson,1984) and the inventory and classification of the building ensemble there existing, this study aims to understand how architecture responds to accessibility in view of the real estate pressure, boosted by a cosmopolitanizing process brought about by the continuous flow of foreign and Brazilian arrivals as visitors, temporary or permanent residents

Cultura e consumo: o fluxo dos bens

It is an ethnographic work that has an objective of verifying devices throngh the residents of a low income suburban area, and the way they deal with their social relations through sonsumerism (and the aspiration connected to it), the symbolic character acquired through consumer goods, understood as one of the fundamental components for the comprehension of the web as relations that established, Though consumerism, individuais will reveal ways of communication, of the status, of creating new forms of action and identification. Using the principal that believes in a web of symbolic significance where own individuais develop their impressions, as a resource to look at their own bodies, a social order (yet unstable), and the process of inclusion in a broader society. In conclusion, the act of consuming is more than a perspective that establishes statistics on consumer goods, with their ways of production, circulation and economic functioning: it is also a way of perceiving a collection mapped by consumers individually and socially, and by those means organizing, classifying and identifyring the social world