This thesis draws upon modern consumption theory to provide an interpretive research framework for examining material culture and consumer behaviour in the Roman world. This approach is applied to data from twelve Pompeian households to identify patterns of consumption, materiality, and motivations for the acquisition of commodities. Analysis of the assemblage data is performed at multiple levels comprising weighted ranking of goods and the application of Correspondence Analysis, with investigation performed on both functional categories and artefact types. Setting the results against theories of consumption and rationality, consumer choice in the ancient world is examined. From this detailed examination of twelve Pompeian houses, ‘core’ and ‘fringe’ commodities and recurring suites of goods are identified. Non-luxury goods are given particular attention as they provide information concerning the consumption of everyday utility objects. This approach also allows the evaluation of statements about the state of occupation of houses in sites such as Pompeii. The results validate this form of analysis as an important tool for assessing the role of the consumer in economies of the ancient world, moving beyond concepts of conspicuous consumption and group values. This research provides a structured interpretive framework upon which varied archaeological data can be superimposed to interrogate the motivations behind commodity acquisition. This research also raises the potential for future consumption modelling using multivariate statistics. Through the application of consumer theory to Roman data, discussion of ancient economies is shifted away from a focus on production to one of demand, choice, and sites of consumption.

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-04T19:00:51Z No. of bitstreams: 1 ppgcom - fernando matijewitsch.pdf: 7566808 bytes, checksum: 5371caf50dcd86039dfee4cff2c4761a (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-10-04T19:01:17Z (GMT) No. of bitstreams: 1 ppgcom - fernando matijewitsch.pdf: 7566808 bytes, checksum: 5371caf50dcd86039dfee4cff2c4761a (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2018-10-04T19:11:25Z (GMT) No. of bitstreams: 1 ppgcom - fernando matijewitsch.pdf: 7566808 bytes, checksum: 5371caf50dcd86039dfee4cff2c4761a (MD5) / Made available in DSpace on 2018-10-04T19:12:06Z (GMT). No. of bitstreams: 1 ppgcom - fernando matijewitsch.pdf: 7566808 bytes, checksum: 5371caf50dcd86039dfee4cff2c4761a (MD5) Previous issue date: 2018-03-19 / Faced with the entrepreneurship’s emergence as a moral paradigm applicable to both our professional and private lives (CASAQUI, 2016a), this study has the entrepreneurial culture as its theme, understood from its communication processes and its entanglements with the notion of childhood. At the present time, we can observe a growing dissemination of instructions for the practice of entrepreneurship by children: school, courses, toys, entertainment and media experiences, which share the objective of transmitting the spirit of leadership, the innovative creativity and the methods for opening new business. Therefore, for this research, we take the social discourse (ANGENOT, 2010) on entrepreneurship for children as an object, since it is identified, apart from the peculiarities of each specific language, as a great expression of the spirit of our time. Starting from the premise that childhood is a social artifact, not a biological category (POSTMAN, 2012), we are dealing with a context in which a series of discourses aim to sustain the justification logics of the new spirit of capitalism (BOLTANSKI and CHIAPELLO, 2009) for a new generation. Thus, our goal is to understand how childhood is produced by the discourses articulated to the entrepreneurial culture. In addition, we also seek to recognize the standards of conduct identified with children in this setting. Based on an extensive documentary research and a methodological proposal formed by the Grounded Theory (TAROZZI, 2011) and the French Discourse Analysis (ORLANDI, 2010) procedures, we will critically analyze the set of discourses that are willing to propagate the entrepreneurial society’s model conducts for kids. / Diante da emergência do empreendedorismo como paradigma moral aplicável à vida profissional e particular de todos (CASAQUI, 2016a), este trabalho tem como tema a cultura empreendedora, compreendida a partir de seus processos comunicacionais e em suas imbricações com a noção de infância. Em pauta, está a disseminação crescente de instruções para a prática do empreendedorismo por parte do público infantil: escolas, cursos, brinquedos, experiências lúdicas e midiáticas, que compartilham o objetivo de transmitir o espírito de liderança, a criatividade inovadora e os métodos para a abertura de novos negócios. Sendo assim, para esta pesquisa, tomamos como objeto o discurso social (ANGENOT, 2010) sobre empreendedorismo para crianças, uma vez que é identificado, à parte das peculiaridades de cada linguagem específica, como uma grande expressão do espírito de nosso tempo. Partindo da premissa de que a infância é um “artefato social, e não uma categoria biológica” (POSTMAN, 2012, p. 11), estamos tratando de um contexto em que uma série de discursos visam sustentar as lógicas de justificação do novo espírito do capitalismo (BOLTANSKI e CHIAPELLO, 2009) para a nova geração. Nosso objetivo, portanto, é compreender como a infância é produzida por esses discursos articulados à cultura empreendedora. Além disso, também procuramos reconhecer quais são as normas de conduta identificadas com as crianças nesse cenário. Com base em uma extensa pesquisa documental e uma proposta metodológica formada pelos procedimentos da Grounded Theory (TAROZZI, 2011) e da Análise de Discurso de linha francesa (ORLANDI, 2010), analisaremos criticamente o conjunto de discursos dispostos a propagar o modelo de conduta padrão da sociedade empreendedora para os pequenos.

Feminist theory and research has made a distinction between heterosexuality as a practice and heterosexuality as an institution and the line between the two is an area of confusion and contradiction. Discussions have been hampered by an unnecessary binary that hinders and limits theorising, working to silence the debates from either side, produce unnecessary divisions within feminism and inhibit the development of links between theory and practice. In examining heterosexuality as either an institution or a practice, it has been constructed as dangerous or pleasurable, victimising or agentic, oppressive or liberating, social or sexual. Missing between these two is a link that would suggest how these liberating activities challenge the heterosexual institution or how the analysis of the institution can make a material impact on women's sexual relationships. Women who identify as feminist and heterosexual are situated at the intersection of these two discourses where heterosexuality as an institution is defined as dangerous and oppressive, and heterosex as a practice is seen as pleasurable and liberating. To consider the intersection of institution and practice, the research asked 40 self-identified heterosexual feminists, between the ages of 19 and 68, about their sexual practice in the light both of feminist theorising around heterosexuality and its construction in the media. Taking the media as an institution that may both sustain and reinforce a discourse of heterosexuality, the research explores the mediation of women's heterosexuality and the potential for a feminist practice of resistance through the pleasurable consumption of media images. Employing a broad analysis of the media the thesis adopts a multi-methodological approach in the range of data collected, the methods employed and the analysis undertaken. It addresses three aims. First, to contribute to the wider literature within feminism. about heterosexuality and sexual practice. Second, to understand the role of the media in formulating feminist and heterosexual identities. Third, to consider the use and application of a range of different methods for a feminist cultural politics. Drawing on data from qualitative and quantitative media reviews, a questionnaire study; and diaries, focus groups and telephone interviews with the participants, I discuss the construction of heterosexuality and feminism, and the women's talk about their sexual practice.

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-08-08T18:34:22Z No. of bitstreams: 1 ppgcom - katia martins valente.pdf: 3935559 bytes, checksum: 0fcac7d93b9e75a24bd637d5514002ba (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-08-08T18:35:08Z (GMT) No. of bitstreams: 1 ppgcom - katia martins valente.pdf: 3935559 bytes, checksum: 0fcac7d93b9e75a24bd637d5514002ba (MD5) / Approved for entry into archive by Ana Cristina Ropero (ana@espm.br) on 2018-08-16T16:04:43Z (GMT) No. of bitstreams: 1 ppgcom - katia martins valente.pdf: 3935559 bytes, checksum: 0fcac7d93b9e75a24bd637d5514002ba (MD5) / Made available in DSpace on 2018-08-16T16:05:40Z (GMT). No. of bitstreams: 1 ppgcom - katia martins valente.pdf: 3935559 bytes, checksum: 0fcac7d93b9e75a24bd637d5514002ba (MD5) Previous issue date: 2018-03-21 / The entrepreneurship has been increasing its prominence in our society and culture, reshaping the understanding about the practices and personal labors. At this juncture, we will turn our attention to the figure of the entrepreneurial woman. In order to comprehend the particularities and specifications involved, we take as the empirical object of the research the autobiographical narratives of life transformation presented in the lectures of entrepreneurial women in the event “Day1”, conducted by Endeavor organization. The structure of Day1 Endeavor is composed of lectures with an average duration of 20 minutes, in a stage with audience, in which the speaker narrates the transformations of life, always centered on the practices of the entrepreneurial culture, the event has been filmed and later on published in different media platforms. In view of this, the aims of this research are: 1) To identify which characteristics of the biographical space (ARFUCH, 2010) are related to the narratives of Day1 Endeavor; 2) To analyze what are the discursive strategies of Endeavor Brazil, by propagating narratives of entrepreneurs as exemplary life histories (BUONNANO, 2011); 3) To comprehend which are the relationships between the notion of Brazilian hard worker (SOUZA, 2010) and the narratives of entrepreneurs at Day1 Endeavor. The theoretical framework is organized in three main axes: a) gender studies; b) work and entrepreneurship; c) transformation narratives and biographical space. The corpus is composed by videos of the eight lectures performed by entrepreneurs in the Day1 Endeavor event. The analysis methodology is based on French Speech Discourse Analysis (ADF), associated with the life course analysis of Giele and Elder Jr. (1998). In general, the results of the analyzes point to the spreading of the ideology of neoliberalism in the daily practices of entrepreneurs, both on a personal and professional level; The emphasis in the discourse of self-help, aiming at the convocation in to undertake in the broad sense; The autobiographical narratives based on a moment of transformation, highlighting a transition, always seen as positive, in the field of entrepreneurship; the mediatization of their narratives, seen from the standpoint of Endeavor's role, aims to spread the ideology of entrepreneurial culture, through “inspiring” examples and success stories. / O empreendedorismo vem ganhando cada vez mais destaque em nossa sociedade e cultura, remodelando o entendimento sobre as práticas laborais e pessoais. Nessa conjuntura, voltamos nossa atenção à figura da mulher empreendedora. No intuito de melhor compreender as particularidades e especificidades envolvendo a questão, tomamos como objeto empírico da pesquisa as narrativas autobiográficas de transformação de vida presentes nas palestras de mulheres empreendedoras no evento Day1, realizado pela organização Endeavor. A estrutura do Day1 Endeavor é composta por palestras com duração média de 20 minutos, em um palco com plateia, em que o/a palestrante narra as transformações de vida, sempre centradas nas práticas da cultura empreendedora, sendo que o evento é filmado e, posteriormente, divulgado em diferentes plataformas midiáticas. Tendo isso em vista, os objetivos da pesquisa são: 1) Identificar quais as características do espaço biográfico (ARFUCH, 2010) estão relacionadas às narrativas do Day1 Endeavor; 2) Analisar quais são as estratégias discursivas da Endeavor Brasil, ao propagar as narrativas de empreendedoras como histórias de vida exemplares (BUONNANO, 2011); 3) Compreender quais são as relações entre a noção de “batalhador brasileiro” (SOUZA, 2010) e as narrativas das empreendedoras no Day1 Endeavor. O quadro teórico se organiza em três eixos principais: a) estudos de gênero; b) trabalho e empreendedorismo; c) narrativas de transformação e espaço biográfico. O corpus é composto pelos vídeos das oito palestras realizadas por empreendedoras no evento Day1 Endeavor. A metodologia de análise está baseada na Análise do Discurso de linha francesa (ADF), associada à análise de percurso de vida de Giele e Elder Jr. (1998). De modo geral, os resultados das análises apontam para o espraiamento da ideologia do neoliberalismo nas práticas cotidianas das empreendedoras, tanto em nível pessoal quanto profissional; a ênfase no discurso de autoajuda, visando à convocação em para empreender no sentido amplo; as narrativas autobiográficas calcadas em um momento de transformação, destacando a transição, sempre tida como positiva, ao campo do empreendedorismo; a midiatização de suas narrativas, vista pelo ponto de vista do papel da Endeavor, visa propagar a ideologia da cultura empreendedora, por meio dos exemplos e histórias de sucesso “inspiradores”.

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-08-09T14:43:22Z No. of bitstreams: 1 PPGCOM - DAYSE MACIEL DE ARAUJO.pdf: 3170091 bytes, checksum: 9dbcfcf7545ba38915e22822d0e0eae0 (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-08-09T14:43:59Z (GMT) No. of bitstreams: 1 PPGCOM - DAYSE MACIEL DE ARAUJO.pdf: 3170091 bytes, checksum: 9dbcfcf7545ba38915e22822d0e0eae0 (MD5) / Approved for entry into archive by Ana Cristina Ropero (ana@espm.br) on 2018-08-16T16:05:22Z (GMT) No. of bitstreams: 1 PPGCOM - DAYSE MACIEL DE ARAUJO.pdf: 3170091 bytes, checksum: 9dbcfcf7545ba38915e22822d0e0eae0 (MD5) / Made available in DSpace on 2018-08-16T16:06:18Z (GMT). No. of bitstreams: 1 PPGCOM - DAYSE MACIEL DE ARAUJO.pdf: 3170091 bytes, checksum: 9dbcfcf7545ba38915e22822d0e0eae0 (MD5) Previous issue date: 2018-03-29 / This thesis aims to construct a substantive theory investigating the identity of university professors in the 2010s, in Brazil, relating their work activity to their forms of digital and nondigital communication as well as the information consumption. Contemporary university professors are mediated by the communicational ecosystem (MARTÍN-BARBERO, 2014), which has an impact on the work activity with new communication devices and puts them in contact with a new generation of students, who are digital natives (PRENSKY, 2001), in educational institutions in different administrative categories. The interactionist paradigm, the interpretative method and the Grounded Theory, conceived by Strauss and Corbin (2008), have been chosen as theoretical-methodological perspective, in line with the objective of this study for reflection and knowledge of the university professor´s identity in the Communication and Consumption interface. The choice for the Strauss and Corbin (2008) approach is justified in that it presupposes an analysis of the social context as well as an existing literature study to direct theoretical sampling and presents procedures, techniques and a more structured format for the generated theory. The method for data collection chosen was individual in-depth interviews and a structured questionnaire carried out with twelve teachers from different areas, namely the Exact Sciences, the Social Sciences and Arts and five managers from both public and private university institutions. The conclusion is the existence of individual educators with multiple identities that differ by the different forms of dialogical communication and consumption of material or intangible contents and by the knowledge areas. Based on the analysis, the following substantive theory has been generated: "the identity of the university professor (previously closed, rigid and authoritarian) fragments and becomes flexible in a contemporary network society, in a dynamic process, according to his or her ability to articulate in the digital world reflected in the on-line and off-line consumption and his or her institutional affiliation”. The research has verified the heterogeneity of the professors’ identities in contemporary times in the context of the communicative ambience and its practices of information consumption. / Esta tese tem por objetivo construir uma teoria substantiva investigando a constituição da identidade de professores universitários nos anos 2010, no Brasil, relacionando sua atividade laboral com suas formas de comunicação digitais e não digitais e com o consumo de informações. Os professores do Ensino Superior contemporâneo encontram-se mediados pelo ecossistema comunicacional (MARTÍN-BARBERO, 2014) que repercute na atividade de trabalho com novos dispositivos de comunicação além de colocá-los em contato com uma nova geração de estudantes, que são nativos digitais (PRENSKY, 2001), em instituições de ensino de diferentes categorias administrativas. O paradigma interacionista, o método interpretativista e a Teoria Fundamentada em Dados, concebida por Strauss e Corbin (2008), foram escolhidos como perspectiva teórico-metodológica, em linha com o objetivo deste estudo para reflexão e conhecimento da identidade do docente do ES na intersecção com a Comunicação e o Consumo. A opção pela abordagem de Strauss e Corbin (2008) justifica-se por pressupor uma análise do contexto social como também um estudo da literatura existente para direcionar a amostragem teórica e por apresentar procedimentos, técnicas e uma formatação mais estruturada para a teoria gerada. O método de coleta de dados escolhido foi o de entrevistas individuais em profundidade e questionário estruturado realizado com doze professores de diferentes áreas, a saber, Ciências Exatas, Ciências Sociais e Artes e cinco gestores de instituições do Ensino Superior das categorias pública e privada. A conclusão é a existência de múltiplas identidades do sujeito educador que se distinguem pelas diferentes formas de comunicação dialógica e consumo de conteúdos materiais ou intangíveis e pelas áreas do saber. Com base nas análises foi gerada a seguinte teoria substantiva: “a identidade do professor universitário (antes fechada, rígida e autoritária) fragmenta-se e flexibiliza-se na sociedade em rede contemporânea, em um processo dinâmico, de acordo com a sua habilidade de articulação no mundo digital refletida no consumo on-line e off-line e com o seu vínculo institucional”. A investigação verificou a heterogeneidade das identidades dos professores na contemporaneidade no contexto da ambiência comunicativa e de suas práticas de consumo de informação.

The aim of this study is to investigate the interrelationships between place and taste through a multi-sited ethnography of music consumption. Place and taste are important theoretical constructs that have been studied extensively across the humanities and social sciences. Yet, there is a scarcity of research that attempts to bring together these constructs in the fields of marketing and consumer research and beyond. In particular, prior consumer culture theory (CCT) research has not taken into account the spatial processes through which consumers enact, perform and further develop their tastes in the market place. More significantly, little empirical research illustrates how different consumption spaces tend to orchestrate and shape consumers’ tastes. As such, this study focuses on the context of music consumption and aims to explore spatial taste formation processes via consumers’ aesthetic experiences in popular (festival) and classical (concert hall) music places within the fields of indie and classical music consumption respectively. The emergent findings are structured upon four chapters (papers) and develop specific research objectives which revolve around the overarching aim of the study, namely the exploration of the interrelationships between place and taste. This study brings together both structural and experiential dimensions of taste and highlights the ontological significance of phenomenological understandings of space and place for marketing and consumer research.

[pt] No Brasil, 9,7 milhões de indivíduos são pessoas com deficiência auditiva em algum grau (IBGE, 2010). O ser surdo é uma característica que compõe a identidade da pessoa surda, sendo pela perspectiva cultural uma comunidade que tem uma única língua, códigos culturais diferentes dos da comunidade não surda, seus próprios eventos e conferências, e estruturas culturais e de lazer (LAMBEZ; NAGAR; SHOSHANI; NAKASH, 2020). A surdez não apresenta uma característica visual ou comportamental que a torne facilmente identificável, dependendo da comunicação direta para ser percebida. Na prática, o mercado acaba ignorando as necessidades específicas desse público, o que limita suas práticas de consumo. Além disso, escassos são os estudos que tenham como foco o consumo de surdos. Este trabalho teve por objetivo descrever as barreiras e limitações encontradas por duas famílias do Rio de Janeiro chefiadas por casais surdos em suas práticas de consumo de lazer, buscando identificar as escolhas de lazer realizadas, analisar essas práticas de consumo a partir de suas experiências e categorizá-las. Foram realizadas entrevistas em profundidade semiestruturadas com o suporte de um tradutor-intérprete de língua de sinais de LIBRAS-Português. A análise dos dados resultou na classificação dos interesses de lazer em categorias, como: intelectuais, físicos, turísticos e sociais. Observou-se a comunicação como componente da identidade surda relevante nas práticas e experiências de consumo e a necessidade de que políticas de acessibilidade sejam pensadas por indivíduos de cada tipo de deficiência para serem efetivas. Este trabalho contribui para a discussão de uma metodologia de estudos com pessoas surdas em Administração, bem como destaca a necessidade de estudos com surdos enquanto consumidores. / [en] In Brazil 9.7 million people have hearing impairment to some degree (IBGE, 2010). The deaf being is a characteristic that makes up the identity of a deaf person. From the cultural perspective, it s a community that has a unique language, different cultural codes from the hearing community, its own events and conferences, and cultural and leisure frameworks (LAMBEZ; NAGAR; SHOSHANI; NAKASH, 2020). Deafness does not have a visual or behavioral characteristic that makes it easily identifiable, as it depends on direct communication to be perceived. In practice, the market ignores the specific needs of this public which limits its consumption practices. In addition, there are few studies that focus on the consumption of deaf people. This work aimed to identify barriers and limitations faced by two families in Rio de Janeiro headed by deaf couples in their leisure practices, in order to identify how they make their leisure choices, to analyze these consumption practices from their experiences and to categorize them. Semi-structured in-depth interviews were conducted with the support of an interpreter of LIBRAS sign language to Portuguese. The analysis of the data resulted in the classification of leisure interests in categories, such as: intellectual, physical, tourist and social. Communication was observed as a relevant component of deaf identity in consumption practices and experiences and accessibility policies must be designed by disabled people of each sort of disability to become effective. This work contributes to the discussion of a methodology of studies with deaf people in Administration, as well as highlights the need for studies with deaf people as consumers.