Categories are semantic objects that create order in markets. By categorization, market actors and products become comparable and understandable to various audiences. This thesis examines the construction of the product category of public relations (PR) consultancy in Sweden; a market that has arisen, become economically successful and gained  recognition over the past thirty years, but which still lacks the legitimacy and clarity normally thought of as basic criteria of market categories. Using a semiotic framework and a mixed-method approach, I explore category construction 1) over time, and 2) in practice. In generalized terms, my findings suggest that market categorization processes cannot be understood without taking into account the characteristics of the product being categorized. Whereas ambiguity around labels, denotations and connotations is normally regarded as incompatible with categorization, such fuzziness should be expected to be intrinsic in markets for professional service products like PR consultancy, where the product itself is often thriving on, as well as continuously creating, ambiguity. For instance, the lack of clarity and lack of legitimacy in the Swedish PR consultancy market are found to be both logical outcomes, and enablers, of visibilization and amalgamation, referring to PR consultants’ conscientious management of visibility, and tendency to span boundaries in constructing their services, respectively. Categorization in the traditional sense is further hampered by the dominant label of “PR consultancy” being stigmatized, i.e. suffering from “sticky” negative connotations. In the cultural context of Sweden, the emergence of a PR consultancy market has al-so meant commodification, i.e. the introduction of something hitherto not sold into a sphere of exchangeable things. In this process, PR consultancy seems to have gotten “stuck” between the sphere of salable and unsalable things, as the product is widely sold but continues to be contested across various audiences. Again, my analysis puts this difficulty of PR consultancy finding legitimacy in relation to the product category’s actual content, i.e. rendering legitimacy to others. Finally, I argue that the emergence of PR consultancy, by providing a market place for corporate legitimacy, might be under-stood as a case of a cognitive-cultural market logic on the rise, characterized by struggles for organizational visibility and semiotic sophistication.

The Programme for Purchase of Food from Family Farming (PAA), created in 2003, has achieved year by year a larger number of municipalities, served family farmers bearers of the Declaration of Able for Pronaf and people facing food insecurity and social vulnerability. In the case of farmers, very types fall into this category through state legal frameworks often not responsive to the cultural, social, anthropological and especially the distinctive differences compared with the market. The COPERTERRA participates in this program since 2009 and has increased the volume of resources, expanding its area of action along the protected institutional markets. Initially, it was hoped that from the experience acquired the proponents who participate in the PAA, these cooperatives and associations, would open new spaces together with local/regional markets, achieving greater financial autonomy. The social construction of markets ( CSM ) is a theory that has been worked by many researchers as an alternative to traditional markets with functional features, usually marginal analysis proposed by theorists in the formal economy and the highly standardized dominant agrifood system. The CSM creates and strengthening short circuits of marketings, adds to the intangible and immaterial qualities products, creates new equivalences and aggregates the prices of material goods, such as identification of origin and process. Until then, these elements are not being discussed in the action plan of the PAA. To seek answers and understanding about the possibility of advancements in the field of markets for family farmers by ensuring marketing, expanded participation in local/regional market through the PAA, we performed a case study, using a qualitative/quantitative research, fieldwork and applying semi-structured interviews with open questions, analysis of secondary data collected from the cooperative and Conab, and direct observation. The interviews were transcribed and processed by the content analysis method. As a result of work done, some of the elements found in the CSM theory emerged in the interviews, even though the program does not work and cooperative on this perspective. What we found was an extreme dependence on institutional markets, with the cooperative marketing does not perform even with entities that are benefited by the PAA and carry out purchases to meet the demands of their beneficiaries. Customers outside the institutional markets are not representative of the cooperative in revenue . The institutional arrangement enables the qualification adopted in the implementation of the proposal exempts the cooperative, as the SESC - Mesa Brazil performs pickup and delivery of donated products, however the distance farmers supplying to consumers. Among beneficiaries of PAA consumers interviewed , there is widespread ignorance about the program, objectives and operation, diagnosed from a large share of qualified managers SESC - Mesa Brazil , which makes this is the reference in implementation of the proposal. Similarly, family farmers also unaware of the program. Overall, it is understood that state action could provide advances in the construction of markets, with the participation of actors and public policies that meet assumptions contained in the theory. / O Programa de Aquisição de Alimentos da Agricultura Familiar (PAA), criado em 2003, tem alcançado ano a ano um maior número de municípios, atendido agricultores familiares portadores da Declaração de Aptidão ao Pronaf e pessoas em situação de insegurança alimentar e ou vulnerabilidade social. No caso dos agricultores familiares, muito tipos se enquadram nessa categoria através dos marcos legais estatais, muitas vezes, não se respeitando as diferenças culturais, sociais, antropológicas e principalmente, a relação diferenciada com o mercado. A COPERTERRA participa deste programa desde 2009 e tem aumentado o volume de recursos, expandindo a sua área de ação junto aos mercados institucionais protegidos. Inicialmente, esperava-se que a partir da experiência adquirida pelas proponentes que participam do PAA, essas cooperativas e associações abririam novos espaços juntos aos mercados locais/regionais, alcançando uma maior autonomia financeira. A construção social de mercados (CSM) é uma teoria que vem sendo trabalhada por diversos pesquisadores, como forma alternativa aos mercados tradicionais, com características funcionais, geralmente marginais nas análises propostas pelos teóricos da economia formal, pelo sistema agro alimentar dominante altamente standardizado. A CSM cria e fortalece os circuitos curtos de comercialização, agrega aos produtos qualidades intangíveis e imateriais, cria novas equivalências e as adiciona aos preços de bens materiais, tais como identificação de procedência e de processo. Até então, tais elementos não estão sendo debatidos no plano de ação do PAA. Para se buscar respostas e entendimento sobre a possibilidade de avanços no campo dos mercados para a agricultura familiar através da garantia de comercialização, ampliação da participação no mercado local/regional através do PAA, realizou-se um estudo de caso, através de uma pesquisa quali-quantitativa e trabalho de campo aplicando-se entrevistas semiestruturadas com perguntas abertas, análise de dados secundários coletados junto à uma cooperativa e a Conab, além de observação direta. As entrevistas foram transcritas e processadas pelo método da análise de conteúdo. Como resultado do trabalho realizado, alguns dos elementos encontrados na teoria da CSM surgiram nas entrevistas, mesmo que o programa e a cooperativa não trabalhem sobre esta perspectiva. Identificou-se uma extrema dependência dos mercados institucionais, sendo que a cooperativa não realiza comercialização nem mesmo com as entidades que são beneficiadas pelo PAA e que realizam compras para atender a demanda de seus assistidos. Os clientes fora dos mercados institucionais não são representativos no faturamento da cooperativa. O arranjo institucional adotado possibilita a qualificação na execução da proposta, desonera a cooperativa, à medida que o SESC-Mesa Brasil realiza a retirada e entrega dos produtos doados, porém distancia os agricultores fornecedores dos consumidores. Entre consumidores beneficiários pelas propostas do PAA estudado neste trabalho, há um grande desconhecimento sobre o programa, objetivos e operacionalização, diagnosticado a partir de uma análise qualificada realizada pelos gestores do SESC Mesa Brasil, o que faz com que este seja a referência na execução da proposta. No mesmo sentido, os agricultores também desconhecem o programa. No geral, entende-se que a ação estatal poderá proporcionar avanços na construção de mercados, com a participação de atores e com políticas públicas que atendam pressupostos constantes na teoria.

Submitted by Bruna Rodrigues (bruna92rodrigues@yahoo.com.br) on 2017-10-03T13:39:11Z No. of bitstreams: 1 TeseMBPG.pdf: 6838512 bytes, checksum: af7942c4aaa846f32732261c66215872 (MD5) / Approved for entry into archive by Ronildo Prado (bco.producao.intelectual@gmail.com) on 2018-01-29T16:08:04Z (GMT) No. of bitstreams: 1 TeseMBPG.pdf: 6838512 bytes, checksum: af7942c4aaa846f32732261c66215872 (MD5) / Approved for entry into archive by Ronildo Prado (bco.producao.intelectual@gmail.com) on 2018-01-29T16:08:13Z (GMT) No. of bitstreams: 1 TeseMBPG.pdf: 6838512 bytes, checksum: af7942c4aaa846f32732261c66215872 (MD5) / Made available in DSpace on 2018-01-29T16:11:05Z (GMT). No. of bitstreams: 1 TeseMBPG.pdf: 6838512 bytes, checksum: af7942c4aaa846f32732261c66215872 (MD5) Previous issue date: 2017-06-23 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / This research aims to understand the social construction of the image of Brazilian ethanol, with special attention to the period from 2003 to 2014, through the investigation of the discourses that contribute to the formation of regimes of truth about the "green commodity" and the articulations between political and economic actors interested in it. The period is marked by the (re)birth of ethanol in the national market under the appeal of a "sustainable product", apparently desired by society, who would demand renewable energy sources that can replace polluting and depleting fossil fuels. In contrast to these discourses we can find those who point out that sugarcane ethanol carries within itself social relations historically marked by bad working conditions, by the concentration of land and power, by the depreciation of natural resources and by the competition with food production. In this context, many efforts have been undertaken by governments and the sugar and ethanol industry to overcome the contradictions in which ethanol is involved, in order to make it an internationally accepted commodity. The thesis considers, therefore, that the process of production of the green commodity involves works that go beyond those necessary for the materialized constitution of the product, also requiring a work of symbolic production, not always perceived like that, of which science is a fundamental part. The thesis then proposes that the green commodity is composed by particular types of value (“collective use value” and a “ethical exchange value”). These values, which are found in addition to traditional values described by sociological theories, mark the specificities of a type of commodity that objectively and symbolically results of capitalistic processes boosted by moral justifications. By understanding the market as a result of political, cultural, and axiological disputes that surpass the economic sphere, and searching the representations about Brazilian ethanol, this thesis analytically dialogues with rural sociology and environmental sociology, maintaining a strong interface with the field of economic sociology. Methodologically, qualitative procedures of social research were employed, with emphasis on semi-structured interview techniques, biographies and document analysis. / Esta pesquisa visa interpretar a construção social da imagem do etanol brasileiro, com especial atenção ao período de 2003 a 2014, por meio da investigação dos discursos que concorrem pela conformação de regimes de verdade acerca da mercadoria “verde” e das articulações entre os atores política e economicamente nela interessados. O período é marcado pelo (re)nascimento do etanol no mercado nacional sob o apelo de “produto sustentável”, aparentemente desejado pela sociedade, demandante de fontes renováveis de energia que possam substituir os combustíveis fósseis poluidores e em vias de esgotamento. Em contraposição a esses discursos encontram-se aqueles que apontam que o etanol derivado da cana-de-açúcar carrega em si relações sociais historicamente marcadas por degradantes condições de trabalho, pela concentração de terras e poder, pela depreciação de recursos naturais e pela competição com a produção de alimentos. Neste contexto, diversos esforços foram empreendidos por governos e pela indústria sucroalcooleira para contornar as contradições nas quais o etanol está envolvido, de modo a transformá-lo numa commodity aceita internacionalmente. A tese considera, deste modo, que o processo de produção da mercadoria verde envolve a realização de trabalhos que vão além daqueles necessários para a constituição materializada do produto, exigindo igualmente um trabalho de produção simbólica, nem sempre percebido, e do qual a ciência é parte fundamental. A tese propõe, então, que a mercadoria verde é portadora de tipos próprios de valor (“valor de uso coletivo” e “valor de troca ético”). Esses se somam a outros já descritos por correntes da teoria social e marcam as especificidades de um tipo de mercadoria que resulta, objetiva e simbolicamente, de processos capitalistas impulsionados por justificativas morais. Ao entender o mercado como resultado de disputas políticas, culturais e axiológicas que perpassam a esfera econômica, e buscar as representações tecidas sobre o etanol brasileiro, esta tese dialoga analiticamente com a sociologia rural e a sociologia ambiental, mantendo forte interface com o campo da sociologia econômica. Metodologicamente foram empregados procedimentos qualitativos de pesquisa social, com destaque às técnicas de entrevista semiestruturada, análise documental e biográfica.

Cette recherche vise à expliquer et comprendre le déroulement de l'adoption de la nouveauté par les consommateurs, de l'action de quelques-uns à l'adoption collective, voire l'institutionnalisation d'un marché de la nouveauté. Les historiens établissent un lien fort entre le développement de l'adoption de la nouveauté et celui de nouvelles strates intermédiaires. La Chine des années 2010 offre un cas d'étude idéal. La comparaison historique permet de formuler l'hypothèse de dynamiques statutaires différentes en Europe et en Chine, et d'une régulation différente des statuts. Une matrice contextuelle expliquant l'adoption est construite et appliquée aux modèles de seuils pour définir des séquences typiques conduisant à l'adoption collective de la nouveauté. Plusieurs réseaux de jeunes adoptants de nouvelles technologies diplômés du supérieur sont suivis entre 2010 et 2015 au moyen d'entretiens individuels approfondis (video-chat, échanges informels et recoupement de sources digitales). L'analyse montre l'existence de chaînes d'adoption, et met en lumière le rôle de relayeurs de la nouveauté. Elle permet de décrire deux séquences typiques de passage à l'adoption collective en restituant la significativité des contextes dans lesquels adoptant et relayeur s'apparient. Les récits d'adoption sont resitués dans le contexte de l'évolutions des carrières professionnelles et conjugales. Ils permettent de comprendre le lien entre adoption et nouvelles strates intermédiaires. Ces dernières sont porteuses de différentes visions de la nouveauté marchande et de la modernisation. Le contexte de réformes et de transition chinois d'après 1978 apparaît comme un lieu favorable à cette double configuration. / The purpose of this research is to explain and understand the adoption of novelty by consumers as a dynamic phenomenon, from its initial stage as an individual action to the collective one and finally as a novelty market. Historical studies highlight the link between the development of novelty adoption and the one of intermediate social strata. Historical comparison allows to formulate hypothesis: different status dynamics and State regulation of status. A contextual matrix is built to define contexts explaining adoption. Inspired by threshold models, typical sequences of collective adoption can be defined. Several networks of young adopters who recently graduated are identified and tracked between 2010 and 2010 (through video-chat in depth individual interviews, informal message exchange and online research). The analysis highlights the existence of novelty chains, and the role of novelty passers. It allows to describe two typical sequences of the collective adoption of novelty and restore the significance of contexts in which adopters and passers match together. Adoption stories are analyzed in the context of career and conjugal life transitions. They illuminate the link between the adoption of market novelty and new intermediate social strata. The Chinese context of transition and reforms after 1978 appears as a typical locus for this double configuration.

Esta dissertação aborda o tema ‘cadeias agroalimentares curtas’. As dificuldades econômicas vividas pelos agricultores familiares nas últimas décadas os têm feito reagir por meio de iniciativas que comportam produção, processamento e comercialização de alimentos diferenciados a partir de agroindústrias artesanais familiares. O estudo analisa o processo de construção social das iniciativas de produção, industrialização e comercialização de produtos alimentares da agricultura familiar no município de Nova Veneza, sul de Santa Catarina, buscando identificar fatores históricos e conjunturais que contribuíram para seu desenvolvimento. A partir das cadeias do queijo, da farinha de milho e do vinho foi analisado o papel das organizações e, em especial, de que forma instituições como a Epagri e a Prefeitura Municipal têm interagido com esse processo no município. Também foi analisada a relação das cadeias alimentares curtas com os mercados e como formas de organização coletiva têm reconectado consumidores e produtores. Finalizou-se o trabalho analisando a motivação dos consumidores ao optarem por produtos da agricultura familiar e as implicações dos mercados de produtos com qualidade diferenciada para o desenvolvimento local. Para compreender o objeto de estudo, buscou-se uma combinação entre as noções teóricas da construção social de mercados e a perspectiva orientada aos atores. Os procedimentos metodológicos utilizados no estudo de caso foram levantamento de dados por meio de pesquisa semiestruturada, observação e análise de dados secundários. As conclusões do trabalho apontam que cadeias agroalimentares curtas se caracterizam por novas formas de desenvolvimento rural, porém, apesar de seu viço, apresentam fragilidades e dependem da ação dos atores, especialmente do poder público, comprometendo-se com a regulação de mercados e processos de mediação qualificados. A expansão e a consolidação das cadeias agroalimentares curtas depende da construção da governança. / This thesis addresses the issue of short food supply chains to rural development. The economic difficulties experienced by farmers in recent decades have reacted through initiatives that include production, processing and marketing of different foods from small family agribusinesses. The study analyzes the social construction of production initiatives, industrialization and marketing of food from family farms in the municipality of Nova Veneza, south of Santa Catarina, Brazil, seeking to identify historical and situational factors that contributed to its development. From the chains of cheese, corn flour and wine, I analyzed the role of organizations and in particular, how institutions like Epagri and municipal government have interacted with this process in the municipality. I also analyzed the relationship between short food supply chains with markets and how various forms of collective organization have reconnected producers and consumers. The study concludes by analyzing the motivation of consumers to choose products from family farms and the implications of product markets with differentiated quality for local development. To understand the object of study proposed a combination of the theoretical notions of social construction of markets and the actor-oriented approach. The methodological procedures used in the case study were secondary data analysis, data collection through semi-structured research and observation. The conclusions of the study indicate that short food supply chains are characterized by new forms of rural development. However, in despite of its vigor, it presents weaknesses and depends on the action of the actors, especially the government itself to the regulation of markets and skilled mediation processes. The expansion and consolidation of short food supply chains depends on the understanding and construction of the notion governance.

Esta dissertação aborda o tema ‘cadeias agroalimentares curtas’. As dificuldades econômicas vividas pelos agricultores familiares nas últimas décadas os têm feito reagir por meio de iniciativas que comportam produção, processamento e comercialização de alimentos diferenciados a partir de agroindústrias artesanais familiares. O estudo analisa o processo de construção social das iniciativas de produção, industrialização e comercialização de produtos alimentares da agricultura familiar no município de Nova Veneza, sul de Santa Catarina, buscando identificar fatores históricos e conjunturais que contribuíram para seu desenvolvimento. A partir das cadeias do queijo, da farinha de milho e do vinho foi analisado o papel das organizações e, em especial, de que forma instituições como a Epagri e a Prefeitura Municipal têm interagido com esse processo no município. Também foi analisada a relação das cadeias alimentares curtas com os mercados e como formas de organização coletiva têm reconectado consumidores e produtores. Finalizou-se o trabalho analisando a motivação dos consumidores ao optarem por produtos da agricultura familiar e as implicações dos mercados de produtos com qualidade diferenciada para o desenvolvimento local. Para compreender o objeto de estudo, buscou-se uma combinação entre as noções teóricas da construção social de mercados e a perspectiva orientada aos atores. Os procedimentos metodológicos utilizados no estudo de caso foram levantamento de dados por meio de pesquisa semiestruturada, observação e análise de dados secundários. As conclusões do trabalho apontam que cadeias agroalimentares curtas se caracterizam por novas formas de desenvolvimento rural, porém, apesar de seu viço, apresentam fragilidades e dependem da ação dos atores, especialmente do poder público, comprometendo-se com a regulação de mercados e processos de mediação qualificados. A expansão e a consolidação das cadeias agroalimentares curtas depende da construção da governança. / This thesis addresses the issue of short food supply chains to rural development. The economic difficulties experienced by farmers in recent decades have reacted through initiatives that include production, processing and marketing of different foods from small family agribusinesses. The study analyzes the social construction of production initiatives, industrialization and marketing of food from family farms in the municipality of Nova Veneza, south of Santa Catarina, Brazil, seeking to identify historical and situational factors that contributed to its development. From the chains of cheese, corn flour and wine, I analyzed the role of organizations and in particular, how institutions like Epagri and municipal government have interacted with this process in the municipality. I also analyzed the relationship between short food supply chains with markets and how various forms of collective organization have reconnected producers and consumers. The study concludes by analyzing the motivation of consumers to choose products from family farms and the implications of product markets with differentiated quality for local development. To understand the object of study proposed a combination of the theoretical notions of social construction of markets and the actor-oriented approach. The methodological procedures used in the case study were secondary data analysis, data collection through semi-structured research and observation. The conclusions of the study indicate that short food supply chains are characterized by new forms of rural development. However, in despite of its vigor, it presents weaknesses and depends on the action of the actors, especially the government itself to the regulation of markets and skilled mediation processes. The expansion and consolidation of short food supply chains depends on the understanding and construction of the notion governance.

Esta dissertação aborda o tema ‘cadeias agroalimentares curtas’. As dificuldades econômicas vividas pelos agricultores familiares nas últimas décadas os têm feito reagir por meio de iniciativas que comportam produção, processamento e comercialização de alimentos diferenciados a partir de agroindústrias artesanais familiares. O estudo analisa o processo de construção social das iniciativas de produção, industrialização e comercialização de produtos alimentares da agricultura familiar no município de Nova Veneza, sul de Santa Catarina, buscando identificar fatores históricos e conjunturais que contribuíram para seu desenvolvimento. A partir das cadeias do queijo, da farinha de milho e do vinho foi analisado o papel das organizações e, em especial, de que forma instituições como a Epagri e a Prefeitura Municipal têm interagido com esse processo no município. Também foi analisada a relação das cadeias alimentares curtas com os mercados e como formas de organização coletiva têm reconectado consumidores e produtores. Finalizou-se o trabalho analisando a motivação dos consumidores ao optarem por produtos da agricultura familiar e as implicações dos mercados de produtos com qualidade diferenciada para o desenvolvimento local. Para compreender o objeto de estudo, buscou-se uma combinação entre as noções teóricas da construção social de mercados e a perspectiva orientada aos atores. Os procedimentos metodológicos utilizados no estudo de caso foram levantamento de dados por meio de pesquisa semiestruturada, observação e análise de dados secundários. As conclusões do trabalho apontam que cadeias agroalimentares curtas se caracterizam por novas formas de desenvolvimento rural, porém, apesar de seu viço, apresentam fragilidades e dependem da ação dos atores, especialmente do poder público, comprometendo-se com a regulação de mercados e processos de mediação qualificados. A expansão e a consolidação das cadeias agroalimentares curtas depende da construção da governança. / This thesis addresses the issue of short food supply chains to rural development. The economic difficulties experienced by farmers in recent decades have reacted through initiatives that include production, processing and marketing of different foods from small family agribusinesses. The study analyzes the social construction of production initiatives, industrialization and marketing of food from family farms in the municipality of Nova Veneza, south of Santa Catarina, Brazil, seeking to identify historical and situational factors that contributed to its development. From the chains of cheese, corn flour and wine, I analyzed the role of organizations and in particular, how institutions like Epagri and municipal government have interacted with this process in the municipality. I also analyzed the relationship between short food supply chains with markets and how various forms of collective organization have reconnected producers and consumers. The study concludes by analyzing the motivation of consumers to choose products from family farms and the implications of product markets with differentiated quality for local development. To understand the object of study proposed a combination of the theoretical notions of social construction of markets and the actor-oriented approach. The methodological procedures used in the case study were secondary data analysis, data collection through semi-structured research and observation. The conclusions of the study indicate that short food supply chains are characterized by new forms of rural development. However, in despite of its vigor, it presents weaknesses and depends on the action of the actors, especially the government itself to the regulation of markets and skilled mediation processes. The expansion and consolidation of short food supply chains depends on the understanding and construction of the notion governance.

Engagée à l’occasion de l’introduction en France de contrats de commande publique de type "partenariat public-privé" [PPP] – elle fut initiée peu après la promulgation de l’Ordonnance du 17 juin 2004 créant les « Contrats de Partenariat » – notre recherche explore les PPP, modalités de commande publique complexe à caractéristiques financières, en tant qu’ils constituent un marché émergent pour des acteurs financiers, fournisseurs de capitaux et de techniques de financement, potentiellement porteurs de valeurs, modes de raisonnement, et logiques économiques, exogènes au monde de la commande publique. Aiguillonné par notre désir de participer aux débats disciplinaires des mondes de la sociologie économique, des études sociales de la finance, et d’autres approches hétérodoxes des phénomènes économiques, par notre souci de contribuer à la compréhension des formes d’organisation des services publics et des infrastructures urbaines, stimulé également par notre curiosité à l’égard des mutations des économies occidentales, interpellé évidemment par l’actualité incontournable de la grande crise financière, puis économique, entamée en 2007-08, notre travail prend prétexte de ce "phénomène" – l’immixtion, par l’entremise des PPP, de nouveaux acteurs financiers dans une partie de la commande publique de grands équipements – pour nous inscrire dans le programme de recherche qui vise à caractériser le mouvement socio-économique plus large parfois qualifié de "financiarisation". Ce terme recouvre, sans grande précision ni définition consacrée et indiscutable, un ensemble d’évolutions liées à l’extension du domaine de la finance, que ce soit au niveau macroéconomique, sectoriel, ou cognitif, dans l’ordre de la connexion de pans entiers de la vie économique et sociale aux "marchés" financiers et à leurs exigences. Notre ambition est donc, à partir d’un sujet particulier et technique, non réductible à sa seule dimension financière4, de considérer la valeur heuristique du cas des PPP pour interroger plusieurs dimensions caractéristiques de ce mouvement de "financiarisation" – voire essayer d’en identifier les principaux éléments constitutifs. Ce dessein passe par une analyse en termes de sociologie économique menée à plusieurs niveaux / Committed (Hired) on the occasion of the introduction in France of contracts of state commission of type(chap) "Public Private Partnership" [ PPP] - She (it) was introduced shortly after the promulgation of the Prescription of June 17th, 2004 creating "Partnership agreements" - our search (research) explores the PPP, the modalities(methods) of complex state commission with financial characteristics, as they establish (constitute) an emerging market for financial actors, suppliers of capital and techniques of financing, potentially valuable carriers, ways of reasoning, and economic, exogenous logics to the world of the state commission

Dans les démocraties occidentales, la remise en cause depuis la fin des années 1970 du rôle de l’État dans la régulation économique se traduit par diverses reconfigurations institutionnelles et l’apparition de nouveaux collectifs d’acteurs publics et privés. Cette recherche explore la fabrique des « plantes médicinales suisses », en tant que celles-ci deviennent l’objet de nouvelles pratiques gouvernementales et entrepreneuriales ayant comme objectif commun de préserver « l’intérêt national » face à une concurrence étrangère accrue. Elle se consacre ainsi à l’étude des différentes pratiques qui, dans un contexte de forte compétition internationale, composent et encadrent la fabrication et la commercialisation de produits de santé à base de plantes en Suisse.Basé sur une enquête ethnographique multisite menée pendant quatre ans et enrichie par l’analyse d’un corpus de sources iconographiques et écrites, ce travail vise à rendre compte des transformations et de la diversité des conceptions et des utilisations des plantes médicinales en Suisse, à partir des points de vue de divers professionnels et expert-e-s des administrations culturelles. Plus précisément, ce travail s’attache à restituer ces diverses conceptions et utilisations dans leurs dimensions politiques et transnationales mouvantes et particulières. Ainsi, cette recherche examine les « plantes médicinales suisses » en tant qu’elles sont au cœur de diverses réformes de politiques publiques (agricole, régionale, sanitaire, culturelle, commerciales et de l’innovation) qui témoignent à la fois de l’adaptation du droit suisse au normes européennes et internationales et de l’extension du droit fédéral. D’autre part, cette recherche contribue à mettre en lumière l’articulation complexe et dynamique entre les intérêts des coopératives de producteurs et des industries relatives aux « plantes médicinales suisses » d’une part, et l’« intérêt commun » d’autre part, articulation mobilisée tant par les gouvernements à l’échelle fédéral et cantonale que par les industries pharmaceutiques, cosmétiques, alimentaires et touristiques, locales et nationales. Ainsi, c’est à travers la création discursive et symbolique d’une communauté de destin entre le secteur privé des plantes médicinales et la population nationale, qu’il faut comprendre la consécration par les administrations culturelles cantonales et fédérales de certains usages économiques de plantes médicinales en tant que « patrimoine culturel immatériel » (ci-après PCI) d’importance nationale. En effet, l’analyse détaillée de la mise en œuvre de la Convention pour la sauvegarde du patrimoine culturel immatériel de l’Unesco met non seulement en évidence comment le recours à des formulaires standardisés d’inscription pour l’inventaire du PCI en Suisse invisibilise les rapports de force, les enjeux et les controverses entourant la fabrication et la commercialisation des produits à base de plantes, mais aussi comment cet inventaire produit des images épurées des pratiques qui y sont inscrites. Ces images sont dès lors mobilisées par les acteurs gouvernementaux comme instrument de relations publiques afin de susciter d’une part un sentiment de fierté parmi la population locale et/ou nationale et de promouvoir d’autre part l’image à l’étranger d’une Suisse attrayante, ouverte, respectueuse de l’environnement et démocratiquement exemplaire, image qui favorise l’économie nationale par l’afflux d’investissements étrangers, de main-d’œuvre qualifiée et de touristes en direction de la Suisse. / In Western democracies, the questioning of the role of the state in economic regulation since the late 1970s has resulted in various institutional reconfigurations and the emergence of new groups of public and private actors. This research explores the production of “Swiss medicinal herbs”, as these become the object of new governmental and entrepreneurial practices aiming to preserve “the national interest” in the face of increased foreign competition. It inquires into the various practices which compose and frame the production and the marketing of herbal health products in Switzerland in a context of economic liberalization.Based on four years of multi-sited ethnographic fieldwork, enriched by the analysis of iconographic and written sources, this work aims to account for the diversity of conceptions and uses of medicinal herbs in Switzerland, and to examine the transformations they underwent over the course of the twentieth century. It does so from the points of view of diverse professionals and experts of cultural administrations. Paying particular attention to the political and transnational dimensions, this study foregrounds how “Swiss medicinal herbs” have been at the heart of various public policy reforms (agricultural, regional, sanitary, cultural, trade and innovation) reflecting adaptations of Swiss law to European and international standards and the extension of federal law.Secondly, this research sheds light on the complex and dynamic articulation between, on the one hand, the interests of producers’ cooperatives and the “Swiss medicinal herbs” industries, and, on the one hand, the construct of a “common interest”. This articulation is mobilized by federal and cantonal governments as well as by local and national pharmaceutical, cosmetic, food and tourism industries. The discursive und symbolic creation of a common destiny between the private sector of medicinal herbs and the national population is key to understanding the consecration, by the cantonal and federal cultural administrations, of certain economic uses of medicinal herbs as “intangible cultural heritage” (hereinafter ICH). Indeed, the detailed analysis of the implementation of the Unesco Convention for the Safeguarding of the Intangible Cultural Heritage brings to light not only how the use of standardized application forms for the ICH inventory in Switzerland renders invisible power relations, challenges and controversies surrounding the production and the marketing of herbal products. It also shows how this inventory produces purified images of the practices listed therein. These images are subsequently mobilized by state actors as an instrument of public relations to arouse a feeling of pride among the local and/or national population, and to promote abroad the image of an attractive, open, eco-friendly and democratically exemplary Switzerland.

Made available in DSpace on 2010-04-20T20:13:38Z (GMT). No. of bitstreams: 1 72060100767.pdf: 19130417 bytes, checksum: 3b0ec0e539724d82b6f606ce6ddd6a9e (MD5) Previous issue date: 2010-02-25T00:00:00Z / O presente estudo procura compreender como vem se dando a construção social de mercados envolvendo a caprinovinocultura nos estados do Rio Grande do Norte, Paraíba e Ceará e de que forma esse processo incide sobre temas como pobreza e desenvolvimento, tomando como estudos de caso três experiências em curso nos municípios de Mossoró (RN), Cabaceiras (PB) e Tejuçuoca (CE). A criação de caprinos e ovinos remonta à chegada dos portugueses no século XVI, sendo que a forma tradicional de criação e a piora genética de boa parte desses animais a torna pouco produtiva em termos econômicos. Em comparação aos bovinos, cuja criação na região ligar-se-ia historicamente a status social, esses animais são vistos de maneira inferiorizada. Pragmaticamente, no entanto, essa hierarquização é contraditória na medida em que a criação desses animais é mais adaptada às condições do Semi-árido. Uma cultura de resistência incide sobre o potencial econômico da caprinovinocultura na região, sendo confrontada por uma “rede de entusiastas” formada por agentes-chave ligados a um conjunto de instituições. Diagnosticando aspectos mercadológicos favoráveis, esses atores são fiéis à causa da difusão de técnicas apropriadas de criação aos pequenos agricultores familiares para que estes alcancem melhores condições de vida. Além deles, o governo federal, por meio do Programa de Aquisição de Alimentos (PAA), em parceria com alguns estados, desenvolve Programas do Leite, política pública que visa garantir mercados para os produtos da agricultura familiar e segurança alimentar para os beneficiários do Fome Zero. Nesse processo induzido, um novo arranjo vem aliando tradição e vocação regional com inovação e inclusão social produtiva de parcelas pobres da população. Entre outras constatações, entende-se que a construção de mercados socialmente orientados venha promovendo reestruturação de laços e vínculos sociais, ampliando o rol de relações a que os indivíduos se submetiam anteriormente à vivência dessas práticas. / The present study aims at understanding both the social construction of markets concerning sheep and goat raising in the Brazilian states of Rio Grande do Norte, Paraíba e Ceará and the relationship between this construction process and topics such as poverty and development. This case-study research is based on three current experiences in Mossoró (RN), Cabaceiras (PB) e Tejuçuoca (CE). The sheep and goat raising has its origin with the arrival of the Portuguese settlers in the 16th century. The traditional raising procedures and genetic problems that affected most part of these animals caused loss of productivity and profitability. It is also important to mention that the raising of those animals was judged as an inferior activity when compared to the cattle raising, the last enterprise was historically and socially associated with a privileged status. In practical terms, however, this is a preconception once sheep and goats are suitable for the kind of climate in the region (semi-arid). Besides, a culture of resistance has influence over the sheep and goats raising economical potential, and it is confronted with an ‘enthusiasts network’ comprised of key players associated with social institutions. Taking into consideration favorable market aspects, these actors are faithful to the cause of transmission of appropriate raising techniques to small family farmers in order to improve their life conditions. Apart from them, the federal government through a program to support financially the purchase of food (Programa de Aquisição de Alimentos) and milk (Programa do Leite), established public polices and partnership with some states in order to create a market to the products produced by the family farms and food safety to the beneficiaries of Fome Zero (program to eliminate hunger). This stimulated process brought a new productive arrangement that combined regional vocation, innovation and productive social inclusion of poor people. Furthermore, it is understood that the construction of socially oriented markets promotes the restablishment of social ties and bonds and amplifies the number of relationships with which the individuals had contact before living these practices.