The consuming environment in the 21st century has transformed itno a stage of experience economy, consumers pursue the products which can create wonderful memories more than the ones with high quality and efficiency. Also, their consuming behaviors transform from being ration-dominated to being ration-and-emotion-mutually dominated; further, consumers are fascinated with not only products or services but also the unforgettable consuming experiences. In this way, Schmitt(1999) proposed strategic experiential modules¡]SEMs¡^¡Xsense, feel, think, act and relate marketing to create the integral experiences for customers, and even stated that the employment of the concepts of experiential marketing has turned out to be a fashion in practice. This study adopted Starbucks to be the analyzing target. The main purpose is to examine the effectiveness of experiential marketing and to discuss the impacts of experiential marketing on customer loyalty; then the study added involvement, consumers¡¦ life styles, and centrality of visual product aesthetics to be the moderate variables, to examine the relation between experiential marketing and consumer loyalty. Based on these analyzing results, the companies can find out the most effective moderate variables to develop the marketing strategies, and even to build up the competitive advantage. This study put emphasis on those who consume in Starbucks recently, to implement the empirical investigation through the questionaire method, distributing 577 samples while the valid ones got 532 in total. This study analyzed the collected data through descriptive statisitic analysis, reliability analysis, factor analysis, cluster analysis, multiple regression analysis, one-way ANOVA and so on, to verify the hypothses of this study and to come out these results as follow. 1.The higher the consumers¡¦ integral experiential evaluations are, the higher the customer loyalty is; the consumers¡¦sense experiences, think experiences, act experiences and relate experiences even have positive influences on customer loyalty. 2.For consumers being with diverse levels of involvement, the consumer loyalty alters with their experiential evaluations. 3.For consumers being with diverse centrality of visual product aesthetics, the consumer loyalty fails to alter with their experiential evaluations. 4.For consumers being with diverse life styles, the consumer loyalty fails to alter with their experiential evaluations. 5.Consumers who have different life styles will own divergent centrality of visual product aesthetics.

Background: There are naturally occurring health events, such as illness diagnosis, that motivate people to spontaneously adopt healthy behaviours. Such events are often re-ferred to as teachable moments. They have the potential to increase the effectiveness of behaviour change interventions, when people are already motivated to change behaviour. However, it is unclear what makes illness diagnosis a teachable moment for some people but not for others. This project aims to identify the factors determining whether and for whom diagnosis of type 2 diabetes is a teachable moment, and to explore the components of a potential intervention to reduce the risk of type 2 diabetes among high-risk groups. Method: A mixed-methods design, divided into two studies, was employed. The first study was a qualitative study and used semi-structured interviews (n=10 patients and n=13 relatives). It explored the changes occurring in people after diagnosis of type 2 diabetes in oneself or a family member in an effort to identify what factors make diagnosis a teachable moment. The study also explored people's suggestions for a potential diabetes prevention intervention. The second study was a quantitative study and used postal questionnaires (n=85 patients and n=55 relatives). It investigated the relationship between potential teachable moment factors and primary outcomes (physical activity, diet, interest in diabe-tes-related information and education course). Results: This mixed-methods study suggests that the factors that may make diagnosis of type 2 diabetes a teachable moment for patients are outcome expectancy, perceived con-trol, severity, self-concept or social role, gender and time since diagnosis; and for relatives: perceived risk, severity, self-concept or social role, and gender. Although there was lack of complete alignment in factors identified through different methods, this study advances understanding of when interventions may be more (or less) successful. The study makes recommendations for potential interventions to capitalise on the teachable moment crite-ria. Conclusion: The current project highlights the complexity of teachable moment criteria and their relationship with behaviour change. Future research is required to further uncov-er these criteria and their utility for health promotion.

Diese Arbeit betrachtet den Einfluss von Lebensstilen auf Wohnmobilitätshandlungen in zehn Berliner Untersuchungsgebieten. Aus einer handlungstheoretischen Perspektive steht die soziale Differenzierung von Place-utility-Definitionen und Handlungslogiken der Wohnmobilität im Mittelpunkt der Analyse. Damit nimmt diese Arbeit auch kritisch Bezug auf die deutsche Lebensstildiskussion, die seit zwei Jahrzehnten konzeptionelle und empirische Wege zur Entdeckung einer neuen sozialen Einfachstruktur sucht, und setzt sich mit der Übertragung des Lebensstilbegriffs auf raumbezogene Analysen auseinander. In der empirischen Analyse qualitativer und quantitativer Daten wird das Ungleichheitsmerkmal Lebensstil in in seiner altersspezifischen und in seiner vertikalen Strukturierung entlang des Ausstattungsniveaus betrachtet. Die identifizierten lebensstilspezifischen Differenzen im Wohnen sind in Wirklichkeitsmodelle über die soziale Welt und die Position des Individuums darin eingebettet, aus der sie ihren sozialen Sinn beziehen. Diese untereinander zum Teil fundamental gegensätzlichen Modelle haben eine begrenzte soziale Reichweite und sind nur in wenigen Fällen über weite Teile der Gesellschaft anerkannt. Das Ungleichheitsmerkmal Lebensstil erweist sich in den Analysen als signifikant für die Beurteilung unterschiedlicher Standort- und Wohnmobilitätsmuster. Insbesondere die Ergänzung quantitativer Typisierungen durch qualitativ-rekonstruktive Analysen eignet sich dafür, den sozialen Sinn unterschiedlicher Handlungsweisen zu ergründen. Die Ergebnisse dieser Arbeit sprechen aber nicht dafür, dass Lebensstile für die Analyse sozialräumlicher Zusammenhänge allgemein als besser geeignet anzusehen wären als traditionelle Dimensionen sozialer Ungleichheit. Statt dessen sollten Lebensstilanalysen selektiver zur Untersuchung von Quartiersdynamiken oder für die Rekonstruktion von Milieus und Szenen eingesetzt werden. / In this study, the impact of lifestyles on residential mobility is analysed by drawing on qualitative and quantitative data from ten study areas in Berlin. From an action-theory-perspective, the analysis is centred on the social differentiation of place-utility definitions and residential mobility. The relationship between residential mobility and lifestyles is scrutinised in two directions: on the one hand, how far lifestyles can help to understand residential mobility; and on the other, what residential patterns and mobility actions reveal with regard to the social significance of lifestyles as a dimension of social inequality. Following these questions, the study takes a critical perspective in an ongoing debate in German sociology ad urban geography on a new paradigm of social stratification based on lifestyles. For the empirical analysis of this study, lifestyles are conceived as structured alongside the horizontal dimension modernity/biographical perspective and the vertical dimension of resources. The results show a differentiation of place utility expressed by preferences for housing types and neighbourhoods. Lifestyle specific differences gain their social significance by being embedded in models of reality that represent the individual''s position in the social world. The different individual models may be fundamentally opposed to each other and have only a limited social scope. In the analyses conducted in this study, lifestyles prove to be a significant dimension of inequality for different patterns of residential mobility, in particular when qualitative methodology is used to reconstruct their social significance. Nevertheless, the results do not advocate a conception of lifestyles as a more suitable dimension of inequality regarding socio-spatial issues in comparison to traditional dimensions, such as class and ethnicity. Instead I argue for a more selective use of the concept, for instance, in research on neighbourhood dynamics or milieus and scenes.

This paper considers Psychological Style (PS) as a supraordinal category in the personality organization andas an approach of change. The PS organizes behavior, has an eminet global character, is essential for interpretation, and could be considered as a set of guidelines. Given its encompassing nature, PS is useful in many fields. An empírica! research on Life Styles (LS) is presented, in which is proposed its operativization through time distribution. An original instrument on time distribution is given (AD IT). The data collected indicated that time distribution can be used as an operativisation of LS, since the profiles found have a clear psychological significance and the relation with demographic variables also have a psychological meaning. / Este estudio considera el Estilo Psicológico (EP) como categoría supraordinal en la organización de la personalidad y como base del enfoque del cambio. El estilo organiza la conducta, tiene un carácter eminentemente global, es imprescindible para el mantenimiento adaptativo del individuo y puede considerarse como un conjunto de pautas de interpretación, donación de significados y respuestas. Dado su carácter globalizador, el EP es aplicable a muchos campos. Se presenta un trabajo empírico sobre estilos de vida (EV), proponiéndose su operativización mediante la distribución del tiempo. Se presenta el instrumento original creado (ADIT). Los datos indicaron que podemos utilizar la distribución del tiempo como operativización del EV, puesto que los perfiles encontrados tienen un claro sentido psicológico y las relaciones con las variables demográficas tienen también sentido psicológico.

Submitted by Oliveira Santos Dilzaná (dilznana@yahoo.com.br) on 2016-04-12T17:52:10Z No. of bitstreams: 1 TESE DE MARIA DA CONCEIÇÃO BARRETO.pdf: 1723487 bytes, checksum: a0abd84ff4d0151c48147edcdf2ff8b3 (MD5) / Approved for entry into archive by Ana Portela (anapoli@ufba.br) on 2016-04-18T14:49:55Z (GMT) No. of bitstreams: 1 TESE DE MARIA DA CONCEIÇÃO BARRETO.pdf: 1723487 bytes, checksum: a0abd84ff4d0151c48147edcdf2ff8b3 (MD5) / Made available in DSpace on 2016-04-18T14:49:55Z (GMT). No. of bitstreams: 1 TESE DE MARIA DA CONCEIÇÃO BARRETO.pdf: 1723487 bytes, checksum: a0abd84ff4d0151c48147edcdf2ff8b3 (MD5) / CAPES / Esta tese tem como objeto as experiências de envelhecimento de pessoas casadas, com idade a partir dos cinqüenta anos e residentes em Salvador e Região Metropolitana. O objetivo é analisar as narrativas dessas pessoas sobre os significados do envelhecimento, a fim de compreender como elas constroem suas identidades e como vivenciam esse processo. Os dados foram obtidos através de entrevistas semi-estruturadas, realizadas individualmente, nas residências dos (as) participantes. As experiências retratadas e examinadas identificam sentimentos e significados relativos a situações vividas no envelhecimento e sugerem a influência de valores e normas vigentes na nossa sociedade. Nesse sentido, o envelhecimento exige negociação constante da pessoa com as formas sociais existentes, configurando-se como uma categoria instável, sujeita às transformações sociais, assim como às dinâmicas dos cursos de vida individuais. Tal compreensão vincula-se ao princípio de que, embora homens e mulheres percebam seu processo de envelhecer, expressando-o mediante conotações positivas e negativas, há variação nessas interpretações que mostra o caráter subjetivo da velhice e revela a dificuldade em estabelecer uma identidade única para o grupo pesquisado. O estudo confirma a importância da categoria gênero na visualização das construções sociais do envelhecimento, expondo as relações simbólicas, normativas, institucionais e subjetivas nessas construções. No âmbito conjugal, os resultados indicam que as relações entre marido e mulher são influenciadas pela ideologia patriarcal, evidenciada através da estilização de vida dos casais. Por fim, a pesquisa identifica que há desconstrução da categoria velhice entre os pesquisados, pela utilização de estratégias para tentar adiar os sinais da idade e fugir dos estigmas e classificações etárias. Como a idade comporta um sentido ideológico, envolve a avaliação da pessoa e do grupo do qual faz parte, possibilitando delinear expectativas de relacionamentos e atividades em que é atribuído um lugar para cada pessoa. This dissertation aims at the aging experiences of married people, aged fifty years or older and living in Salvador and its Metropolitan Region. Its objective is to analyze their narratives about the meanings of getting old, in order to understand the way they develop their identities and experience this process. The data were gathered through semi-structure and individual interviews performed at the participants‟ homes. The experiences that were portrayed and examined identify feelings and meanings related to situations experienced at aging and suggest the influence of values and standards in force in our society. In this sense, aging requires the ongoing negotiation of the person with the existing social forms, and thus it is shaped as an unstable category, subject to social transformations, as well as to the dynamics of the individual courses of life. The referred understanding is related to the principle that although men and women perceive their aging processes, expressing them through positive and negative connotations, the diversification of these interpretations shows the subjective feature of aging and reveals that it is difficult to establish a unique identity for the researched group. The study confirms the importance of the gender category in the visualization of the social formations of aging, exhibiting the symbolic, normative, institutional and subjective relationships that were formed. Within the scope of the married couples, the results show that the relationships between husband and wife are influenced by the patriarchal ideology, made clear through the couples‟ life styles. Lastly, the research indicates the deconstruction of the old age category amongst the ones that were researched, by using strategies to try to postpone the age signals and thus run away from the stigmas and age classifications. Since age comprises an ideological sense, the person and the group he or she belongs to is assessed, so that the expectancies and relationships are outlined and a place is assigned to each person.

O uso de álcool implica severos comprometimentos nos comportamentos de saúde e estilo de vida entre estudantes universitários. No presente estudo, o objetivo foi avaliar as relações entre uso de bebidas alcoólicas e comportamentos de saúde de estudantes de enfermagem. Trata-se de estudo descritivo de abordagem quantitativa. A amostra foi composta de 356 estudantes de enfermagem de uma instituição pública do interior paulista. Foi utilizado um instrumento contendo características sociodemográficas, informações sobre o consumo da substância e relacionadas aos aspectos acadêmicos, o Teste de Identificação do Uso de Álcool e o Questionário sobre Comportamentos de Saúde. A amostra foi composta predominantemente de mulheres (298; 83,7%), jovens com média de idade de 21,5±3,5 anos, variando entre 17 e 49 anos, solteiras (331; 92,9%), católicas (190; 53,7%) e moravam com amigos (127; 35,6%). A prevalência de uso problemático de álcool foi de 29,4%. O uso problemático de álcool foi associado predominante a estudantes que apresentavam comportamentos de saúde mais precários. Estudantes que apresentavam comportamentos como frequentar festas (odds ratio ajustado 9,8; intervalo de confiança de 95% 2,672-36,643); dormir em sala de aula no dia após ter frequentado uma festa na noite anterior (odds ratio ajustado 2,3; intervalo de confiança de 95% 1,186-4,523); não evitar ambientes poluídos com fumaça de cigarro (odds ratio ajustado 3,3; intervalo de confiança de 1,714-6,582); não evitar mudar de parceiro sexual (odds ratio ajustado 3,9; intervalo de confiança de 95% 1,7678,900); dirigir, ou viajar de carro, não mantendo os limites de velocidade (odds ratio ajustado 3,3; intervalo de confiança de 95% 1,199-9,119) e consumir mais que duas doses de bebidas alcoólicas por dia (odds ratio ajustado 3,9; intervalo de confiança de 95% 1,957-7,090) apresentaram riscos potencialmente aumentados para o uso problemático de álcool na presente amostra. O uso de álcool em níveis problemáticos e a adoção de comportamentos de saúde precários têm sido temas de grande relevância para o estabelecimento de políticas de prevenção do uso de álcool e/ou outras drogas e a promoção de saúde e estilos de vida saudáveis no âmbito universitário, com vistas a minimizar ou prevenir os fatores de risco e suas possíveis consequências / Alcohol use implies severe harms in health behaviors and lifestyle among university students. In the present study, the objective was to evaluate the relationships between alcoholic beverage use and health behaviors of nursing students. This is a descriptive study with a quantitative approach. The sample consisted of 356 nursing students from a public institution in the interior of São Paulo. An instrument containing sociodemographic characteristics, information on substance consumption and related to academic aspects, the Alcohol Use Identification Test and the Health Behavior Questionnaire. The sample consisted predominantly of women (298, 83.7%), young people with an average age of 21.5 ± 3.5 years, ranging from 17 to 49 years old, single (331, 92.9%), catholic (190, 53.7%) and lived with friends (127, 35.6%). The prevalence of problematic alcohol use was 29.4%. The problematic use of alcohol was associated predominantly with students who presented more precarious health behaviors. Students presenting behavior as attending parties (adjusted odds ratio 9.8; 95% reliance interval: 2,672-36,643); sleeping in the classroom the day after attending a party the night before (adjusted odds ratio 2.3; 95% reliance interval 1,186-4,523); not to avoid environments polluted with cigarette smoke (adjusted odds ratio 3.3, reliance interval of 1,714-6,582); not to avoid changing sexual partner (adjusted odds ratio 3.9, 95% reliance interval 1,767-8,900); (adjusted odds ratio 3.3, 95% reliance interval 1,199-9,119), and to consume more than two doses of alcoholic beverages per day (adjusted odds ratio 3.9, range 95% reliance interval 1.957-7.090) presented potentially increased risks for problematic alcohol use in the present sample. The use of alcohol at problematic levels and the adoption of precarious health behaviors have been subjects of great relevance for the establishment of alcohol and / or other drug prevention policies and the promotion of health and healthy lifestyles at the university scope, with a view to minimizing or preventing risk factors and their possible consequences.

Cette thèse a pour objet de rapprocher la notion de « style » telle qu’elle est employée d’une part en linguistique et de l’autre en sociologie. Elle veut apporter un éclairage sur le rôle que peut jouer le linguiste dans la compréhension des phénomènes sociaux. Pour cela, une enquête par entretiens nous a permis de constituer un corpus étoffé, comportant une grande variété d’exemples, rendant ainsi possible l’analyse de styles sociaux et discursifs dans leur diversité. A cet effet, nous mobilisons la notion de « style », à l’origine réservée à l’écriture, mais qui, aujourd’hui, connaît un usage extensif. Nous distinguons deux acceptions récurrentes, esthétiques et pragmatiques, à partir desquelles nous proposons notre propre définition applicable à des productions langagières orales. Le concept sociologique de « style de vie » constitue un élément central de ce travail. Ce concept définit le style de vie à partir de « libres choix » des individus. Nous interrogeons le rapport entre le discours direct et le « style », envisagé d’un point de vue sociologique (un « vecteur » de style) ou linguistique (un procédé stylistique). Par ailleurs, nous analysons les structures langagières « préformées » ou « préfabriquées » dont l’emploi relève, comme l’utilisation du discours direct, d’un procédé stylistique, car c’est le locuteur qui choisit librement ce mode d’expression. Nous plaidons ainsi pour une meilleure prise en compte des phénomènes langagiers par la sociologie, en particulier celle des styles de vie, le linguiste contribuant aussi à la compréhension de l’Homme en tant que locuteur et acteur social. / The objective of this doctoral dissertation is to bring together the different ideas of “style,” as employed in linguistics and sociology. Its intention is to shed light on the role that the linguist can play in understanding social phenomena. To do so, my interview-based investigation constitutes a large and various study, making possible an analysis of diverse social and discursive styles. To this effect, I’ve employed the concept of “style,” originally confined to writing, but which currently has an extensive use. I distinguish two recurrent meanings, the aesthetic and pragmatic, from which I propose my own definition applicable to oral language productions. The sociological concept of “life style” constitutes a central element of this work. This concept defines life style as based on the free choice of individuals. I interrogate the relationship between direct discourse and style envisioned from a sociological point of view (a “vector” of style) or a linguistic perspective (a stylistic process). Moreover, I analyze “preformed” or “prefabricated” language structures whose use is deployed as a direct discourse from a stylistic process, for it is the speaker who can freely choose this mode of expression. This dissertation thus argues for a better understanding of language phenomena through sociology, in particular thatof life styles. The linguist contributes also to human understanding while being a speaker and social actor.

In der vorliegenden Dissertation wird die Bedeutung nahräumlich praktizierter Freizeitwege für Bewohner in zehn Untersuchungsgebieten im Berliner Umland untersucht. Im Zentrum der Analyse steht dabei die Identifizierung der diese Bedeutung verursachenden Erklärungsfaktoren, wobei als theoretische Zugänge zum einen der Rational Choice-Ansatz, zum anderen der Lebensstilansatz verwendet werden. Die durch die empirische Analyse quantitativer und qualitativer Daten erzielten Ergebnisse zeigen, dass die Umlandbewohner ihre Freizeitwege zu einem erheblichen Anteil nahräumlich praktizieren. Den Hintergrund dafür bildet das im suburbanen Untersuchungsraum geringe Ausstattungsniveau mit Arbeitsstätten und Freizeiteinrichtungen, das die Bewohner vor die Herausforderung einer komplexen Alltags- und Mobilitätsorganisation stellt. Um den damit verbundenen Mobilitätsaufwand zu minimieren, versuchen die Bewohner, ihre Freizeitziele auf die im nahräumlichen Umland vorhandenen Einrichtungen zu konzentrieren, womit die Befragten ein den Annahmen des Rational Choice-Ansatzes entsprechendes nutzenmaximales Verhalten zeigen. Die nahräumliche Freizeitorientierung wird außerdem durch einen weiteren Einflussfaktor begünstigt: Die Entscheidung der Bewohner für ein im suburbanen Raum realisiertes Lebenskonzept impliziert gleichzeitig ihren Verzicht auf ein abwechslungsreiches, erlebnisorientiertes und damit mobilitätsintensives Freizeitverhalten. Insofern unterscheiden sich die Umlandbewohner wesentlich von den Bewohnern in Berlin, wie ein Vergleich mit den Ergebnissen einer ähnlichen Mobilitätsstudie für Berlin zeigt. Aus diesen Ergebnissen leitet sich die praxisrelevante Schlussfolgerung ab, den suburbanen Raum nicht länger zu vernachlässigen, sondern entsprechend den Bedürfnissen seiner Bewohner und im Interesse einer verkehrssparsamen Freizeitmobilität mit Freizeiteinrichtungen aufzuwerten. / In this dissertation the importance of leisure mobility patterns near the place of living will be examined for ten investigation areas in the hinterland of Berlin. The analysis focuses on the identification of explanations that cause this importance. The applied theoretical foundation is mainly drawn from the Rational choice theory and the lifestyle theory. The results that have been achieved by empiric analysis of quantitative and qualitative data show that people living in the hinterland mainly concentrate their leisure activities on the neighbourhood environment. The low endowment with places of work and leisure facilities in the suburban investigation areas is identified as main reason for this specific spatial orientation. Consequently, the inhabitants have to face the challenge of a complex organization of their everyday life and daily mobility. In order to minimize the necessary effort of daily mobility they try to concentrate their leisure activities on infrastructure near their place of living. In terms of time-consuming mobility management the respondents showed a most economical behaviour. This result is in accordance to the assumptions of the Rational choice theory. Furthermore, leisure activities near the place of living are influenced by another factor: People’s decision on a concept of life in the suburban area simultaneously implies their abandonment on diversified and fun-oriented leisure activities that would lead to a time-consuming leisure mobility. According to a similar study on daily mobility for Berlin, the leisure behaviour and mobility pattern of the inhabitants of the suburbs differ considerably in comparison to that of the inhabitants of the urban core. The results lead to a conclusion that might be important for practice: In the context of regional planning, the suburban area should not be neglected any longer but rather revaluated with leisure infrastructure according to its inhabitant’s needs and to a traffic saving leisure mobility.

The aim of this study is four fold: (1) to determine Middle East Technical University (METU) students&rsquo / familiarity and current understandings of sustainable development, and their views on sustainable living at the campus / (2) to explore their attitudes toward sustainable development, behaviors toward sustainable life styles, and environmental values / (3) to examine their perceptions of their own and society&rsquo / s future / (4) to investigate the significant predictors of their environmental values, and attitudes and behaviors toward sustainable life styles. In addition, Faculty of Education students as future implementers of sustainability education were under investigation with regard to sustainability concerns. The data were collected by online administration of measuring tool to 958 METU students in February-June of 2008. This measuring tool was also administered to 688 Faculty of Education students in classroom environment by the researcher. The results showed that there exist some knowledge gaps in university students&rsquo / perceptions toward different aspects of sustainable development. Furthermore, the respondents had favorable attitudes toward sustainable development and intrinsic values toward the environment. However, looking at the personal behavioral changes, their preferred individual ways of living were not necessarily coherent with sustainability. The results revealed that female students having higher tendency to follow media held more favorable attitudes and behaviors toward sustainable life styles, and more intrinsic environmental values. Moreover, attitudes and values were found to be significant determinants of university students&rsquo / behaviors toward sustainable life styles. Interestingly, Faculty of Education students&rsquo / attitudes were not significantly related to their behaviors toward sustainable life styles.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The purpose of this thesis is to discuss the relations between consumption and lifestyles through the study of the presence and maintenance of a circuit of “Brazilian music” overseas, more specifically in the city of Lisbon, Portugal. The choice of this city as a research field arises from, among other reasons, the fact that in the touristic circuit of Lisbon, a circuit of “Brazilian music” can be found even as a propaganda of the city. We tried to comprehend who are the ones that sustain the activities linked to this music style and who consumes them. We started out from the idea that the consumption of “Brazilian music” is, in fact, the consumption of symbols and lifestyles connected to the imaginary of Brazil. The methodology used was the field observation in a real universe, which took place in 2014 with an initial visit to Lisbon that had the objective of mapping the circuit and building contact with the owners of the establishments. In 2015, with the actual participation in the spaces with the intention of discerning the logics and dynamics of the circuit. As well as the field observation of the virtual universe, in which we followed in the website and social networks of events propagandas, the interactions with the public and events’ schedules. The results of this research are structured in two parts. The first one, which contemplated the chapters 1 and 2, has the purpose of discussing the theoretical and methodological frameworks of this research. We here present how the globalization process has influenced the patterns of consumption, and the position of culture in the contemporary society, that increasingly being more central in the social relations can be used both as a product and as a mediator. The second part of this thesis, which englobes chapters 3 and 4, intended to analyze the “Brazilian music” circuit in Lisbon: the aestheticisation of this music and its role in the formation and the sustainment of a lifestyle connected to its consumption. We understand that the global culture circulation has interfered on the consumption patterns, now more linked to the images, representations of a product. The identification with these representations, therefore, connects the individuals through the consumption, in a specific framework of symbolical references. / O objetivo desta Tese é discutir as relações entre consumo e estilos de vida, a partir do estudo da presença e manutenção de um circuito de “música brasileira” fora do Brasil, especificamente na cidade de Lisboa/Portugal. A escolha desta cidade como campo de pesquisa decorre, entre outros motivos, pelo fato de encontrarmos dentro do circuito turístico de Lisboa um circuito de “música brasileira” que aparece, inclusive, como propaganda da cidade. Tentamos entender quem são os que sustentam as atividades ligadas a esse tipo de música e quem a consome. Partimos da ideia de que esse consumo de “música brasileira” trata- se, na verdade, de um consumo de símbolos e de estilos de vida ligados a um imaginário sobre o Brasil. A metodologia utilizada foi a observação de campo em universo real, que ocorreu em 2014, com uma visita inicial com o intuito de realizar o mapeamento do circuito e estabelecer contato com os donos dos estabelecimentos; e em 2015, com a participação efetiva nos espaços, com a intenção de perceber as lógicas e dinâmicas no circuito; a observação de campo em universo virtual, no qual acompanhamos nos sites e páginas das redes sociais e propagandas dos eventos, as interações do público e as agendas de eventos. Os resultados da pesquisa foram estruturados em duas partes: a primeira, que contemplou os capítulos 1 e 2, que teve por proposta discutir os marcos teóricos e metodológicos da pesquisa, em que apresentamos aqui como o processo de globalização tem influenciado as práticas de consumo e a própria posição da cultura na sociedade contemporânea, que, estando cada vez mais central nas relações sociais, consegue ser utilizada tanto como produto, quanto como mediadora. A segunda parte, que abarcou os capítulos 3 e 4, tencionou analisar o circuito de “música brasileira” em Lisboa: a estetização dessa música e seu papel na formação e sustento de um estilo de vida ligado ao seu consumo. Entendemos que a circulação global da cultura tem interferido nas práticas de consumo, agora mais atrelados a imagens, representações sobre um produto. A identificação com tais representações, por sua vez, liga os indivíduos por meio do consumo, num quadro específico de referências simbólicas. / São Cristóvão, SE