Comunicação e consumo. Design e ponto de venda. O consumo é uma das expressões dinâmicas da sociedade moderna, passou a determinar as relações de produção, acumulação econômica e as relações sociais. O ponto de venda se transformou na configuração do consumo, em função da abundância de novidades no mercado e da contínua re-significação que os objetos são submetidos constantemente. Esta dissertação busca identificar e conhecer, enfocando uma base interpretativa do posicionamento teórico, alguns mecanismos e elementos determinantes que fazem funcionar as engrenagens do consumo no ponto de venda. O problema de estudo se situa na análise teórica de alguns aspectos sociais, mercadológicos e comunicacionais, focando-se no design, no sistema de consumo da sociedade contemporânea, trazendo à luz estudos da Escola de Frankfurt sobre a cultura do consumo. Enfocando os conceitos da comunicação visual nos pontos de venda, subsidiados e permeados pelo levantamento bibliográfico dos campos das Ciências Sociais, Mercadológicas, Design e da Psicologia Cognitiva, apontar-se-á as influências dos elementos estéticos de comunicação sobre o comportamento do consumidor frente ao ponto de venda, servindo como base para reflexão e análise de estudos futuros nas áreas de Comunicação, Marketing e Design. / Communication and consumption. Design and sales point. The consumption has been one of the dynamics expressions of modern society; it has become to define the production relations, economic accumulation and the socials relations. The sales point has become in the configuration of the consumption provide by the great quantity of news in the market and by the continual new signification that the objects are submitted. This research searches to identify and know, focusing the interpretative base of academic view, some tools and issues that make it runs the gear of consumption of the sales point. The study problem is in academic analysis of the social features, marketing and communications, focusing in the design, consumption system of the contemporary society, bringing up to us the studies of the Frankfurt School about the consumption culture. Focusing the concepts of the visual communications in the sales point, subsidize and permeate by the bibliographic of the science social fields, marketing, design and cognitive psychology, will be indicated the influences from the elements aesthetic of communication above the consumer behavior on the sales point, this will be the bases about to reflection and analysis for new researches on the areas of Communication Marketing and Design.

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-05-29T16:03:19Z No. of bitstreams: 1 MPCC - MARCO RESENDE RAPOLI.pdf: 27046273 bytes, checksum: f1c7cb4756cf48e7b08b7256e46715f4 (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-05-29T16:04:41Z (GMT) No. of bitstreams: 1 MPCC - MARCO RESENDE RAPOLI.pdf: 27046273 bytes, checksum: f1c7cb4756cf48e7b08b7256e46715f4 (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-05-29T18:19:39Z (GMT) No. of bitstreams: 1 MPCC - MARCO RESENDE RAPOLI.pdf: 27046273 bytes, checksum: f1c7cb4756cf48e7b08b7256e46715f4 (MD5) / Made available in DSpace on 2018-05-29T19:01:52Z (GMT). No. of bitstreams: 1 MPCC - MARCO RESENDE RAPOLI.pdf: 27046273 bytes, checksum: f1c7cb4756cf48e7b08b7256e46715f4 (MD5) Previous issue date: 2018-03-28 / The concept of authenticity is found in many science discussions, in which is possible to use for the human relations, objects, cultural itens, pieces of art, among others as the main object. The specific discussion about this concept applied to goods in the universe of consumption, including arts, was the main criticism of the Frankfurt School theoreticians, in the early 20th century, which had technical reproducibility and mass reproduction as the spark for studies addressing authenticity. It is essencial, therefore, that Business Administration and Marketing work with the meanings of personalization of historical goods and rescue involved in the mass context, giving or recovering value to it. Knowing that, it comes to our attention, in the contemporary background, the return of the vinyl records consumption, with seven decades of existence, as a way of consumption that allows the analysis for the historical rescue, and the quest for the authentic. This work objective is, from the concepts that define Authenticity, identify how this concept is representing the vinyl records consumption in practice, having as methodology the qualitative approach, through in-depth individual interviews with collectors, also counting on the systematic observation techniques in points of sale and netnographic observation of communities specialized in the subject in the digital environment. / O conceito de autenticidade permeia diversas discussões na ciência, podendo utilizar como foco as relações humanas, objetos, itens culturais, obras de arte, entre outros. A discussão específica desse conceito aplicado a bens do universo do consumo, incluindo a obra de arte, foi inclusive a tônica da crítica dos teóricos pertencentes à Escola de Frankfurt, no início do século XX, que teve a reprodutibilidade técnica e a reprodução em massa como faíscas para estudos que abordassem a autenticidade. É essencial, assim, que a Administração e o Marketing articulem com os significados da personalização de bens e do resgate histórico envolvidos no contexto da massificação, atribuindo ou resgatando valor a eles. Com isso, chama-se a atenção no cenário contemporâneo o retorno do consumo de discos de vinil, com sete décadas de existência, fruto de uma prática de consumo que permite a análise para o resgate histórico e busca da autenticidade. O objetivo do trabalho é, a partir dos conceitos que definem a Autenticidade, identificar como essa noção está representada na prática de consumo de discos de vinil. Para isso, foi tomada como metodologia uma abordagem qualitativa, a partir entrevistas individuais em profundidade com colecionadores, contando também com as técnicas de observação sistemática em pontos de venda e observação netnográfica de comunidades especializadas no assunto no ambiente digital.

Comunicação e consumo. Design e ponto de venda. O consumo é uma das expressões dinâmicas da sociedade moderna, passou a determinar as relações de produção, acumulação econômica e as relações sociais. O ponto de venda se transformou na configuração do consumo, em função da abundância de novidades no mercado e da contínua re-significação que os objetos são submetidos constantemente. Esta dissertação busca identificar e conhecer, enfocando uma base interpretativa do posicionamento teórico, alguns mecanismos e elementos determinantes que fazem funcionar as engrenagens do consumo no ponto de venda. O problema de estudo se situa na análise teórica de alguns aspectos sociais, mercadológicos e comunicacionais, focando-se no design, no sistema de consumo da sociedade contemporânea, trazendo à luz estudos da Escola de Frankfurt sobre a cultura do consumo. Enfocando os conceitos da comunicação visual nos pontos de venda, subsidiados e permeados pelo levantamento bibliográfico dos campos das Ciências Sociais, Mercadológicas, Design e da Psicologia Cognitiva, apontar-se-á as influências dos elementos estéticos de comunicação sobre o comportamento do consumidor frente ao ponto de venda, servindo como base para reflexão e análise de estudos futuros nas áreas de Comunicação, Marketing e Design. / Communication and consumption. Design and sales point. The consumption has been one of the dynamics expressions of modern society; it has become to define the production relations, economic accumulation and the socials relations. The sales point has become in the configuration of the consumption provide by the great quantity of news in the market and by the continual new signification that the objects are submitted. This research searches to identify and know, focusing the interpretative base of academic view, some tools and issues that make it runs the gear of consumption of the sales point. The study problem is in academic analysis of the social features, marketing and communications, focusing in the design, consumption system of the contemporary society, bringing up to us the studies of the Frankfurt School about the consumption culture. Focusing the concepts of the visual communications in the sales point, subsidize and permeate by the bibliographic of the science social fields, marketing, design and cognitive psychology, will be indicated the influences from the elements aesthetic of communication above the consumer behavior on the sales point, this will be the bases about to reflection and analysis for new researches on the areas of Communication Marketing and Design.

Nowadays a variety of products increases rapidly, marketing is intensified each day, and the amount of information and advertising is still growing. These are the conditions for developing and satsifying consumers’ needs to be able to evaluate and create a certain opinion about the products considering both environmental and ethical aspects. Consumer training is important while enhancing children’s and young people’s ability to act in society nowadays. Consumer training encourages to choose rationally and to use constructively one’s knowledge and skills. Scientific aspects of the quality of life are mainly discussed from the medical point of view. However it could be viewed from the point of physiology, psychology, sociology, etc. As well, there are no researches done on how consumption culture influences the quality of life. Society is overloaded with the amount of information and permanent change, therefore a smart and educated consumer is a necessity today. It is very important to understand how a man himself/herself influences his/her and others’ quality of life. The aim of the research is to disclose aspects of culture of consumption in the technology programmes for general education schools. Three schools (one gymnasium in Vilnius, and one gymnasium as well as one secondary school in Tauragė) were randomly chosen for the quantitative investigation. 544 respondents participated in the research. The results of the research show that the technology programmes for general... [to full text]

Doctor of Philosophy / Department of Apparel, Textiles, and Interior Design / Sherry Haar / Nell Donnelly created a stylish, practical, affordable pink gingham apron frock in 1916, selling out her first order of 216 dresses the first morning at $1 apiece at Peck’s Dry Goods Company in Kansas City. This study investigates the forces behind the success of her dress, and finds that during the early 20th century, woman’s role became modernized, shifting from that of producer to consumer, and that clothing—in particular, the housedress—was a visible reflection of this shift. Specific attributes contributed to the success of the apron frock in design and social perspective. First, her housedress incorporated current design elements including kimono sleeves, empire waistline, waist yoke, asymmetrical front closure, and ruffle trimmings sensibly. Socially, mass advertising and mass media articles promoted fashion consciousness in women to look as pretty as those in the ad or article. As a result, integrating trendy design elements into an affordable housedress along with the growing demand for a stylish, yet practical housedress guaranteed the success of Nelly Don’s pink gingham apron frock. As such, the availability and value of the apron frock provide a vivid illustration of woman’s shifting role: its popularity as an alternative to old-fashioned Mother Hubbard housedresses demonstrates both women’s new consumer awareness as well as their growing involvement in the public sphere.

This thesis examines the circulation of physical music media (78rpm records, LPs, CDs, tape) in the independent music marketplace. It is based on six months of ethnographic fieldwork in Austin, Texas, amongst the producers of goods for the independent marketplace, independent music stores and consumers of these goods and services. Against prevailing constructivist interpretations, I will argue for the value of authenticity as an analytical anthropological concept because it unites what my research participants value about materiality, technology, and marketplace relationships. In the independent marketplace for physical music media, authenticity is a multi-local, multi-vocal phenomenon. A nexus of economic rationales, design, reproduction-technologies, histories and personal conduct interact in an ongoing process that authenticates music commodities and their marketplace. This means that particular commodities are sought out over others on account of the multi-local authenticities they anchor. The thesis firstly demonstrates how the independent music scene safeguards claims to authentic identities by constructing an opposition to the mainstream, drawing on discourses of ethical production and consumption, sound technologies, spaces of consumption and cultural production. Secondly, I will uncover how physical music media and sound-reproduction technologies are assessed as effective providers of authentic musical reproductions according to their historical contingencies and performative material capacities. Thirdly, I develop the notion of the scene (Shank 1994) from its previously genre-fixed perspective to encompass multiple musical styles operating within a common social network of producers, retailers and collectors. The pluralistic scene I describe utilises multiple musical genres and nuanced notions of materiality and authenticity to establish their complex hierarchy of sonic and technological experiences.

Made available in DSpace on 2016-10-13T14:10:35Z (GMT). No. of bitstreams: 1 PaolaMazzili.pdf: 18960632 bytes, checksum: ea670220a736636fcd2f982b7fb976df (MD5) Previous issue date: 2011-03-25 / This work addresses the subjective constructions of the media and consumption culture, attempting particularly to understand how maternal representations would be acquiring new meanings and, even, undergoing a process of capitalization in the contemporary scenario. We initially discuss the fictionalization of life and relate it to hyper-visualization practices and the spectacularization of motherhood. We next investigate an exacerbation of this phenomenon, namely, the consumption of reborn babies or hyper-real baby-puppets. At this stage, we argue how fantasies and idealizations related to maternity are appropriated by material culture. In the end, we study the commercialization of reborn babies, searching for the logics and strategies within the marketing of these objects, as well as the implicit process of capitalization of motherhood involved in it. All through this work, we have avoided judgments and propositions of evaluative nature. From the methodological viewpoint, we have adopted an interdisciplinary perspective which includes bibliographic and field research. / Este trabalho aborda as construções subjetivas na cultura da mídia e do consumo, buscando particularmente refletir sobre como representações da maternidade estariam ganhando novas acepções e, inclusive, passando por um processo de capitalização no cenário contemporâneo. Discutimos, inicialmente, a ficcionalização da vida relacionando-a a práticas de hiper-visualização e espetacularização do materno. Na sequência, investigamos uma exacerbação deste fenômeno, a saber, o consumo de reborn babies ou bonecos-bebê hiper-reais. Neste momento, problematizamos de que maneira fantasias e ideais relacionados à maternidade são apropriados pela cultura material. Finalmente, desenvolvemos um estudo sobre a comercialização desses objetos, buscando observar a lógica de funcionamento do mercado reborn e o processo de capitalização do materno que lhe é implícito. Ao longo deste trabalho evitamos julgamentos e apreensões de caráter avaliativo. Do ponto de vista metodológico, valorizamos uma perspectiva transdisciplinar e desenvolvemos uma pesquisa bibliográfica e de campo.

FundaÃÃo de Amparo à Pesquisa do Estado do Cearà / Esta pesquisa teve como meta analisar questÃes relacionadas a mudanÃas na cultura de consumo contemporÃnea decorrentes da interaÃÃo entre agentes sociais e novas mÃdias eletrÃnicas nos moldes da World Wide Web Tal interaÃÃo resultou na crescente autonomia do agente perante os emissores oficiais de produtos e informaÃÃo Constatou-se que redes de consumidores organizadas em subculturas tÃm criado canais nÃo oficiais de compartilhamento de mensagens burlando barreiras legais e territoriais Este fenÃmeno foi observado na subcultura de consumo conhecida como otaku de origem japonesa O termo designa indivÃduos aficionados em animes e mangÃs animaÃÃes e quadrinhos japoneses respectivamente O otakismo à um movimento inerente a globalizaÃÃo cultural e retrata uma forte ligaÃÃo das novas tecnologias digitais com uma juventude pÃs-dÃcada de 1980 mais individualista e mais independe dos meios de comunicaÃÃes oficiais O crescimento do otakismo pÃde ser observado na cidade de Fortaleza onde ocorre todos os anos uma das maiores convenÃÃes de animes do Brasil a Super Amostra Nacional de Animes (SANA) com um nÃmero cada vez maior de freqÃentadores Os mÃtodos de anÃlise foram qualitativos e quantitativos com enquete exploratÃria na ocasiÃo da SANA entrevistas nÃo-estruturadas e etnografia em ambientes virtuais direcionada para a descoberta da natureza das relaÃÃes sociais nestas novas mÃdias multidirecionais (todos os envolvidos sÃo emissores receptores e produtores ao mesmo tempo) Concluiu-se que a subcultura otaku vem adaptando as novas tecnologias digitais particularmente a Internet para seus propÃsitos de consumo e para a ampliaÃÃo das possibilidades de relacionamento interpessoal / This research aimed to analyze the subjects related to social changes in the contemporary consumption culture due to interaction between social players and new electronic medias according to World Wide Web This interaction comes from the social playerâs growing autonomy against the authorized issuer of product and information Iâve founded that consumer networks structured by subcultures have created unauthorized channels of sharing of messages circumventing the law This phenomenon was observed in a consumption subculture known as otaku whose origin is Japanese This term means an enthusiast of Japanese animes mangas cartoon and comics The otakism is a movement intrinsic to culture globalization and it looks at a powerful connection between new digital technologies and post-1980s youth that is more individualistic and more independent of authorized medias The growth of otakism could be observed in Fortaleza a city that hosts every year one of the biggest anime convention in Brazil called Super Amostra Nacional de Animes (SANA) Its numbers of visitors grows years after years The qualitative and quantitative methods of analyze were used in this research including exploratory poll in SANA event non-structured interviews and ethnography in virtual ambients The last one was designed to understand the quality of social relations in the multidirectional new medias where all players are issuers receptors and creators at the same time The research discovered that otaku subculture has been adapting the new digital technologies particularly the Internet for its consumption purposes and expansion of the possibilities of interpersonal relationships

This paper aims to examine how and to what extent, a transition of Sweden according to the principles of Omställning Sverige (Transition towns Sweden), have the potential to contribute to a society with increased happiness. The paper is based on a qualitative textual analysis of the key texts in the Swedish Transition towns movement, Omställning Sverige. In the first part of the study the most important transition principles of Omställning Sverige were identified. Four key principles emerged: An altered view of economics, a spiritual change, a stronger local community and increased awareness. These transition principles were then analyzed through the lens of the scientific fields position on happiness, followed by a summarizing conclusion. The altered view of economics which Omställning Sverige advocates, where sustainability and quality of life are priorities over economic growth, is even necessary to secure our basic physiological needs. Such an economy has also improved conditions for economic stability, high employment and higher efficiency in the sense of happiness promoted in relationship to how many natural resources are used. The form of spiritual change that is highlighted represents a shift from a materialistic consumer culture towards a greater focus on altruism, fellowship and a stronger relationship with nature. Also this principle has the potential to promote human well-being because we feel good through empathetic behavior, strong social relationships, identifying with a larger natural world and because a consumer culture contributes to severe mental and social stress in the struggle for social status. Here, however, a deficiency in the Transition towns movement's message emerges. Omställning Sverige lacks a clear commitment to equality within society, which reduces the probability for the advocated mental shift to occur. The third transition principle, a stronger local community, also has the potential to make us happier because it promotes social cohesion and provides a secure foundation in life. However, there is no clear correlation between increased awareness of societal threats and happiness. Along with the increased awareness Omställning Sverige also advocates for a positive vision of the future, active citizenship and a belief in change. Such an approach has the potential to promote our happiness slightly. A positive vision for the future is also the best approach to promote active engagement to counter societal threats. In all the four aspects from which Omställning Sverige were analyzed, the advocated change has the potential to provide a happier society than if current policies were maintained. The main conclusion is therefore that an implementation of the Swedish Transition town movement's principles to a very high extent have the potential to contribute to a happier society. A recomendation to increase the emphasis on equality within the society is at the same time sent out to the transition towns  movement.

Cette thèse porte sur la construction de la figure du consommateur pauvre en France. Plus spécifiquement, nous nous intéressons aux mécanismes qui sous-tendent le sentiment d’appartenance à la société de consommation pour les travailleurs pauvres. En nous inspirant des travaux de Michel Foucault, nous mettons à jour la manière dont la consommation et les acteurs du marché ont un rôle historiquement décisif dans la construction de formes de gouvernementalité. A cet effet, nous avons conduit une recherche historique afin de comprendre les transformations des représentations sur les pauvres en France depuis les années 1950. Parallèlement, nous avons réalisé des entretiens longs et des collages auprès de 16 travailleurs pauvres en France, afin de comprendre leur interprétation de cette appartenance. Notre analyse interprétative révèle que les discours de consommation des travailleurs pauvres sont structurés autour de la notion de responsabilisation. La responsabilisation agit comme un dispositif au sens foucaldien, qui influence trois types d’appartenance de ces individus à la société de consommation : une appartenance légitime, une appartenance compétente et une appartenance modérée. Nous concluons cette recherche par une discussion sur les implications de la responsabilisation sur le processus de construction de lien social des ravailleurs pauvres. Nous mettons en valeur les implications de cette analyse pour les entreprises et certains organismes publics qui sont aujourd’hui de plus en plus enclins à « cibler » les consommateurs pauvres. / This thesis focuses on the construction of the poor consumer figure in France. Specifically, we are interested in the mechanisms underlying the sense of belonging to the consumption society in the case of working poor people. Inspired by Michel Foucault’s works, we are looking at the decisive historical role of consumption and market actors in the shaping of specific forms of governmentality. To this end, we have conducted a historical research in order to understand the transformations of the representations of poor people in France since the 1950s. In parallel, we have completed long interviews and collages with 16 working poor people in France, in order to understand their interpretation of this belonging. Our interpretive analysis reveals that working poor’s consumption discourses are produced around the notion of responsibilization. Responsibilization appears as a Foucaldian dispositif which is influencing three senses of belonging of these people to the consumption society: a legitimate one, a competent one and a moderate one. We conclude this research with a discussion on the implications of responsibilization in the working poor’s process of construction of social link. It reveals implications for the companies and public organizations which are more and more willing to “target” poor consumers.