Submitted by Raniere Barreto (raniere.barros@ufvjm.edu.br) on 2018-04-18T17:45:17Z No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) danne_vieira_silva.pdf: 1185622 bytes, checksum: 3e3cd82acdf6dac1c8071503f113b0f1 (MD5) / Rejected by Rodrigo Martins Cruz (rodrigo.cruz@ufvjm.edu.br), reason: Inserir keywords , uma em cada campo. UFVJM n?o ? ag?ncia financiadora. on 2018-04-20T14:33:48Z (GMT) / Submitted by Raniere Barreto (raniere.barros@ufvjm.edu.br) on 2018-05-15T17:52:52Z No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) danne_vieira_silva.pdf: 1185622 bytes, checksum: 3e3cd82acdf6dac1c8071503f113b0f1 (MD5) / Approved for entry into archive by Rodrigo Martins Cruz (rodrigo.cruz@ufvjm.edu.br) on 2018-05-15T19:26:31Z (GMT) No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) danne_vieira_silva.pdf: 1185622 bytes, checksum: 3e3cd82acdf6dac1c8071503f113b0f1 (MD5) / Made available in DSpace on 2018-05-15T19:26:31Z (GMT). No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) danne_vieira_silva.pdf: 1185622 bytes, checksum: 3e3cd82acdf6dac1c8071503f113b0f1 (MD5) Previous issue date: 2017 / A ideologia da classe dominante no atual modo de produ??o ao preencher a totalidade da vida dos indiv?duos lan?a expedientes que visam manter o status hegem?nico, assim, o faz lan?ando cotidianamente expedientes alienantes. Dessa forma, a burguesia imprime sua idiossincrasia sobre o mundo, falseando o pr?prio movimento real para legitimar a sociabilidade capitalista e seu padr?o de acumula??o de riquezas. Portanto, a extrema capacidade produtiva que elevou quantitativamente a fabrica??o de mercadorias, implicou numa nova sociabilidade consoante a tais ditames. Portanto, a sociedade da produ??o em massa, de maneira paradoxal, implicou na consolida??o de uma sociedade de consumo em massa que fizesse a demanda equiparar com a oferta. Nesse contexto surge o marketing como uma ferramenta de direcionamento do consumo atrav?s do est?mulo das demandas individuais ou da exacerba??o das necessidades. Para isso conta com uma s?rie de ide?logos, cuja figura principal situa-se em Philip Kotler, se valem de todo um arcabou?o ret?rico que justifique a exist?ncia n?o apenas do marketing, mas da pr?pria sociedade regida pela ordem do capital. Dessa maneira, a manipula??o se fez presente preenchendo todos os poros da vida cotidiana no tocante de potencializar e exaltar as particularidades do g?nero humano, direcionando-os para o consumismo. Nesse sentido, a presente disserta??o tem como objetivo apreender a an?lise dessa disciplina mercadol?gica sob a perspectiva do m?todo cient?fico da Cr?tica da Economia Pol?tica no sentido de encontrar elementos que comprovem de que essa ferramenta ? uma importante aliada na acumula??o capitalista na particularidade do capitalismo monopolista tardio. / Disserta??o (Mestrado Profissional) ? Programa de P?s-Gradua??o em Tecnologia, Sa?de e Sociedade, Universidade Federal dos Vales do Jequitinhonha e Mucuri, 2017. / The ideology of the ruling class in the present mode of production in filling the totality of the life of the individuals launches expedients that aim to maintain the hegemonic status, thus, it does it throwing daily files alienating. Thus, the bourgeoisie imprints its idiosyncrasy on the world, distorting the actual movement itself to legitimize capitalist sociability and its pattern of accumulation of wealth. Therefore, the extreme productive capacity that quantitatively elevated the manufacture of commodities implied a new sociability according to such dictates. Therefore, the mass production society, in a paradoxical way, implied in the consolidation of a society of mass consumption that made the demand equate with supply. In this context, marketing appears as a tool for directing consumption by stimulating individual demands or exacerbating needs. For this he has a series of ideologues, whose main figure is in Philip Kotler, if they use a whole rhetorical framework that justifies the existence not only of marketing, but of society itself governed by the order of capital. In this way, manipulation became present filling all the pores of daily life in terms of potentializing and exalting the peculiarities of the human race, directing them towards consumerism. In this sense, this dissertation aims to understand the analysis of this market discipline from the perspective of the scientific method of the Critique of Political Economy in order to find evidence that this tool is an important ally in the capitalist accumulation in the particularity of late monopoly capitalism.