L’obiettivo di questa tesi è di analizzare la relazione fra l’esperienza di consumo e la costruzione della corporeità. Il lavoro si sviluppa all’ interno di un frame teorico che ha previsto lo studio integrato di tre discipline: sociologia, filosofia e marketing esperienziale. In particolare, l’analisi sociologica dei consumi ha messo in luce la complessità del consumo postmoderno collocandolo all’ interno del più ampio contesto socio culturale contemporaneo. Un consumo dove si evidenziano nuove modalità di espressione dell’identità dell’individuo attraverso l’uso degli oggetti, innovativi spazi di comunicazione e condivisione (offline e online) e una pluralità di stili di consumo che di volta in volta il consumatore cambia in base agli stili di vita, gusti, preferenze e contesti sociali. In questo quadro, allora, è emersa la necessità di studiare il consumo da una seconda prospettiva teorica che chiama in causa il marketing esperienziale, al fine di comprendere le modalità e le strategie attraverso cui il marketing veicola la propria offerta commerciale. Pertanto, si è inteso approfondire il concetto di esperienza di consumo, fornendo una definizione teorica e le sue principali caratteristiche. Da queste analisi si è evidenziato il ruolo del corpo nel processo di costruzione dell’esperienza; partendo da questo assunto si è proceduto allo studio della filosofia per fare chiarezza sulla contrapposizione fra corpo soggetto agente dell’esperienza e corpo agito dall’intelletto. Inoltre, attraverso l’analisi della letteratura sociologica, si è approfondito la contrapposizione fra una visione della corporeità intesa come progetto individuale e quella che la intende come oggetto sociale. Infine si è analizzata una terza chiave di lettura (Featherstone 2010) che identifica nel ‘soggetto’ una sua possibile ricomposizione. La base empirica della tesi si fonda sull’uso della netnografia per l'analisi di un forum (Ciao.it) dove sono stati rilevati i post di consumatori di cosmetici e offline attraverso 15 interviste semistrutturate. La tesi mette chiarisce quali sono le categorie di consumo comunicate dai consumatori, se sono presenti nuove categorie non individuate dalla letteratura e la differenza fra la comunicazione online e offline dell’esperienza. Inoltre, l’analisi consentirà di delineare i processi sottostanti la costruzione della corporeità nell’esperienza di consumo e se il ‘soggetto’ si configura quale effettivo elemento di ricomposizione fra corpo come progetto individuale e corpo come oggetto culturale. / The aim of this thesis is to analyze the relationship between the experience of consumption and body construction. The work is developed within a theoretical framework that provides for the integrated study of three disciplines: sociology, philosophy and experiential marketing. In particular, the sociological analysis of consumption has highlighted the complexity of postmodern consumption by placing within the broader socio-cultural context of the contemporary. A consumer wherever there are new ways of individual expression of identity with objects, innovative communication and sharing spaces (offline and online), and a plurality of styles of consumption that the consumer changes according lifestyles, tastes, preferences and social settings. In this context, then, it is important to study the consumption by a second theoretical perspective that involves experiential marketing, in order to understand the ways and strategies through which conveys marketing its product offering. Therefore, it was necessary to deepen the concept of consumer experience, providing a theoretical definition and its main characteristics. From these analyses it is highlighted the role of the body within the process of construction of experience. So, the study of philosophy was important to clarify the contrast between the body as an agent of experience and a vision that considers the body as an object of the intellect . In addition, through the analysis of the sociological literature, it has deepened the contrast between a vision of corporeality as an individual project, and one that considers the body as a cultural object. Finally, we examined a third interpretation (Featherstone 2010) that identifies the 'subject' a possible third interpretation of this phenomenon. The empirical basis of the thesis is based on the use of netnography for analysing a forum (Ciao.it) where the post of consumers of cosmetics and offline through 15 semi-structured interviews were detected. The thesis clarifies the categories of consumption reported by consumers, if there are new categories not identified in the literature and the difference between the online and offline communications experience. In addition, the analysis will outline the processes underlying the construction of corporeality in the experience of consumption and whether the 'subject' is presented as an effective third interpretation of the conflict between the vision of the body as an individual project and the body as a cultural object.

Made available in DSpace on 2016-04-26T18:15:12Z (GMT). No. of bitstreams: 1 Simone Ribeiro de Oliveira Bambini.pdf: 881601 bytes, checksum: e8289890d994387a2778c548d311fb2c (MD5) Previous issue date: 2015-06-30 / The corporate culture tends to ignore that the human body exchanges information with the environment where it is inserted and, consequently, it becomes a bodymedia (KATZ & GREINER) between the communication process and its surroundings. At the same time, the conduct regarding to the employees has been reconfigured due to the fact that the body was discovered as a powerful advertising agent. The body has gained a major representation within the business speech, and the companies have held the employees body beyond the geographic limits. As a result, the delimitations between leisure and labor have become a blur. The target project focus on the body role in the organizational communication, and as part of this understanding the body is considered as a container in which the information is supposed to be deposited and retransmitted. According to this point of view, the organizational culture deals with the employees body as a transmission mechanism of the public image which is desired to be disseminated. The aim of the project is to investigate how the internal communication becomes part of the biopolitics that heads us nowadays. As a result, the internal communication gains external visibility when the employees bodies are used as a relevant agent that maintains a close relation with the values that guide the consumer world (LIPOVETSKY & SERROY, 2011). The methodology includes a bibliography review and an exploratory research by means of interviews with doctors directly linked to the companies Unilever, Johnson & Johnson and Editora Abril and also with doctors who are not linked to those companies. It also has some theoretical reference based on the works by Giorgio Agamben (2002, 2004, 2007, 2009); Esposito (2007, 2009, 2010), the Bodymedia Theory (KATZ & GREINER, 2001, 2003, 2005, 2007, 2009, 2010, 2011, 2013), Damásio (1998, 2000, 2004); Pinker (2004) the understanding of happiness according to Freire Filho (2011) and Richard Sennett (2006, 2011) / As organizações empresariais tendem a ignorar que o corpo humano, porque troca informações com os ambientes nos quais vive, torna-se corpomídia (KATZ & GREINER) dos processos de comunicação com o seu entorno. Ao mesmo tempo, porque descobriram o corpo como um poderoso agente publicitário, vêm reconfigurando suas condutas com relação a seus funcionários. O corpo ganhou maior representatividade no discurso empresarial e as empresas se apossaram dos corpos dos seus funcionários fora dos seus limites geográficos, materializando que as delimitações entre trabalho e lazer se borraram. Este projeto faz do papel do corpo na comunicação da cultura empresarial o seu objeto e parte da hipótese de que por entender o corpo como um recipiente no qual as informações são depositadas para serem retransmitidas, a cultura empresarial lida com o corpo de seus funcionários como um mecanismo de transmissão da imagem pública que deseja propagar. O objetivo é investigar como a comunicação interna se torna parte da biopolítica que hoje nos governa, ganhando visibilidade externa ao fazer do corpo de seus funcionários um agente relevante nessa operação, que mantém estreita relação com os valores que pautam o mundo do consumo (LIPOVETSKY & SERROY, 2011). A metodologia reúne revisão bibliográfica e uma pesquisa exploratória com médicos diretamente vinculados às empresas Unilever, Johnson & Johnson e Editora Abril e médicos a elas não vinculados, realizada através de entrevistas, tendo como principais referências teóricas as obras de Giorgio Agamben (2002, 2004, 2007, 2009); Esposito (2007, 2009, 2010), a Teoria Corpomídia (KATZ & GREINER, 2001, 2003, 2005, 2007, 2009, 2010, 2011, 2013), Damásio (1998, 2000, 2004); Pinker (2004) o entendimento de felicidade de Freire Filho (2011) e Richard Sennett (2006, 2011)

This paper interweaves narrativized readings and experiential narratives as personal and cultural resources for counterhegemonic cultural critique within our historical context of globalization and ecological crisis. Framed by perspectives on epistemology, everyday life, and place, these reflections seek to engage and revitalize our notions of community, creativity, and the individual, towards visioning the human art of community as a counternarrative to globalization. Such a task involves confronting the meanings we have come to ascribe to work and economy which so deeply determine our social fabric. Encountering the thought of key 19th and 20th century social theorists ranging from William Morris, Gregory Bateson, and Raymond Williams, to Murray Bookchin, Martin Buber, and Wendell Berry, these reflections mark the indivisible web of culture in the face of our insistent divisions, and further, iterate our innate creativity as the source for a vital, sustainable culture that might reflect, in Bateson’s terms, the pattern that connects.