Made available in DSpace on 2015-02-24T18:18:39Z (GMT). No. of bitstreams: 1 AffonsoHSRN_TESE.pdf: 3481691 bytes, checksum: eb9bd251bb3a77e7b995568b1c451be0 (MD5) Previous issue date: 2011-03-30 / The consumption has become a major pillar of modern capitalism and at the same time, one of the factors that relate to social inequality. Karl Marx developed the theory of historical materialism which maintains a history of society determined by class struggle and the! exploitation of man by man. Considered to be overtaken by those who believe that Marxism is synonymous with real socialism, the Marxist ideals seem more present than in the Western world which each individual takes the individualization (loss of sense of public and collective) and the alienation by the work. Weassumed we could work on these issues in student education, even in elementary school, through questioning of the consumer society, with the criticism of television and the media, the main promoter of the current sense of consumption, as an initial step that could lead to future autonomy of theindividual. The theory of ideology and ideas of Paulo Freire's liberating education theory permeated the experience that happened as a participant observation of groups in the discipline of sociology in the unit 2 of the Col?gio Pedro II in Rio de Janeiro, the state capital, an institution under the direct administration Ministry of Education. Wehave found fertile ground in which the students were able to understand and question the meaning of advertising media / O consumo se tornou um dos principais pilares do capitalismo moderno e, ao mesmo tempo, um dos fatores que se relacionam ? desigualdade social. Karl Marx desenvolveu a tese do materialismo hist?rico que defende uma hist?ria da sociedade determinada pela luta de classes e pela ‟explora??o do homem pelo homem . Considerado ultrapassado por aqueles que acreditam que marxismo ? sin?nimo de socialismo real, as ideais marxistas nos parecem mais do que atuais num mundo ocidental que leva cada indiv?duo ? individualiza??o (perda da no??o de p?blico e coletivo) e ? aliena??o pelo trabalho. A teoriza??o de Luk?cs sobre as teorias marxistas refor?a esta ideia, quando diz que este processo engloba todo o sistema social. Partimos do pressuposto que poder?amos trabalhar estes temas na forma??o do aluno, ainda no Ensino Fundamental, atrav?s do questionamento da sociedade de consumo, com a cr?tica ? televis?o e ? m?dia, principal promotora do atual sentido de consumo, como passo inicial que poderia levar ? futura autonomia do indiv?duo. A teoria da ideologia e as ideias de educa??o libertadora de Paulo Freire permearam teoricamente a experi?ncia que aconteceu como observa??o participativa numa das turmas da disciplina de Sociologia numa das unidades do Col?gio Pedro II, no Rio de Janeiro, capital do estado, institui??o sob administra??o direta do Minist?rio da Educa??o. Encontramos um terreno f?rtil em que os alunos se mostraram aptos a entender e a questionar o sentido da publicidade midi?tica

I ett föränderligt samhälle där traditionella strukturer övergått till moderna har såväl samhället som dess invånare reformerats. Sociala relationer har blivit lika reflexiva som samhället de verkar i och växlar i en takt som gör dess innehåll likgiltigt och vidare utbytbart. I en konsumistisk kultur utlovas individen ny tillfredsställelse och förnyelse bakom varje hörn, detta har vidare skapat ett genomgripande konsumistiskt beteende hos individen. I ett reflexivt samt konsumistiskt samhälle riskerar kärleksförbindelsens innebörd bli lika reflexiv och vidare utbytbar. Studiens ambition är att undersöka ifall det finns en relation mellan individens konsumtionsbeteende och huruvida de väljer att upprätthålla sina kärleksförbindelser. Vidare intresserar sig studien för vilken roll identitetsskapandet utgör i relationen mellan dem. Studien har valt att avgränsa sig till unga vuxna för att nå en fri identitet med möjligheten till självbestämmande och som inte är lika präglad av ett familjeliv. Med en kvalitativ metod och fyra halvstrukturerade intervjuer kunde studiens forskningsfråga undersökas. För att sätta studiens resultat i en större jämförbar kontext valdes Eva Illouz, Zygmunt Bauman och Hartmut Rosas teorier. Resultatet visar att utifrån de fyra informanter empirin utgjorts av, uppvisas en likhet i deras konsumtionsbeteende samt hur de väljer att upprätthålla eller avsluta en kärleksförbindelse. Empirin visar också att informanterna präglas av individualismen där värden såsom självförverkligande, autonomi och frihet prioriteras framför en potentiell kärleksförbindelse. / In a changing society where traditional structures have become modern, both society and its inhabitants have been reformed. Social relations have become as flexible as the society in which they operate. In a consumerist culture, the individual is promised new satisfaction and renewal around every corner which has further created a pervasive consumerist behavior in the individual. In a reflexive and consuming society, the meaning of relationships risks becoming just as reflexive and replaceable. The ambition of the study is to explore whether there is a connection between the individual's consumption behavior and whether they choose to maintain their liaisons. In addition, the study is interested in how the creation of identity is affected by the connection between them.  The limitations of the study were to target young adults in order to achieve a free identity with the possibility of self-determination and which is not defined by family. With a qualitative method and four semi-structured interviews, the study's research question could be explored. To put the results of the study in a larger comparable context, the theories of Eva Illouz, Zygmunt Bauman and Hartmut Rosa were chosen. The results show that based on the four informants the empirics consisted of, a certain connection is shown in their consumption behavior and how they choose to maintain or end a liaison. The empirical material also shows that the informants are influenced by individualism where values ​​such as self-realization, autonomy and freedom are prioritized over a potential relationship.