[pt] Esta tese de doutorado investiga aspectos relacionados à participação em cruzeiros marítimos por consumidores emergentes, pertencentes à chamada nova classe média brasileira . O arcabouço teórico do estudo está vinculado à corrente teórica denominada CCT – Consumer Culture Theory, ancorando-se particularmente no modelo conceitual proposto por McCracken (1986) sobre a transferência de significados do mundo culturalmente constituído para o consumidor e nas metáforas de consumo propostas por Holt (1995). Partiu-se do entendimento de que o consumo é essencialmente simbólico, uma vez que o consumidor atribui a bens e serviços significados que vão além do aspecto meramente utilitário. Buscou-se identificar a natureza dos significados atribuídos a cruzeiros marítimos por consumidores emergentes, assim como elementos do processo pelo qual se dá a transferência de significados do mundo culturalmente constituído para o consumidor. Adotou-se, assim, uma abordagem interpretativa, em que o que está em jogo não são os aspectos objetivos do consumo, mas a subjetividade inerente à percepção do consumidor em relação ao fenômeno pesquisado. A pesquisa desenvolveu-se por meio de combinação sistemática entre teoria e campo, seguindo a abordagem abdutiva proposta por Dubois e Gadde (2002). O estudo caracteriza-se ainda como pesquisa multimétodos, sendo constituído por três trabalhos empíricos que buscam entender o fenômeno investigado a partir de diferentes perspectivas. Os três estudos empíricos que compõem esta tese de doutorado são: (i) análise de conteúdo de anúncios de empresas que oferecem cruzeiros marítimos; (ii) grupos de foco com consumidores emergentes que ainda não haviam participado de um cruzeiro; e (iii) observação participante em cruzeiros marítimos posicionados para este segmento de consumidores. Por meio desses três estudos, buscou-se identificar a natureza simbólica dos cruzeiros marítimos para consumidores emergentes, tanto no que se refere à associação dos cruzeiros marítimos a significados atrelados ao produto por meio da propaganda das empresas organizadoras de cruzeiros, como aqueles que lhe são atribuídos pelos próprios consumidores. No primeiro estudo foram analisados 60 anúncios de empresas que oferecem cruzeiros marítimos, veiculados no semestre que antecedeu a temporada de cruzeiros 2011/2012, utilizando análise de conteúdo quantitativa e qualitativa. No segundo estudo, foram realizados quatro grupos de foco, com o propósito de entender o conteúdo simbólico presente no imaginário desse grupo, já que os consumidores que dele participaram não haviam tido ainda a experiência de consumo, embora tivessem a intenção de fazê-lo. Por fim, a observação participante foi realizada em dois cruzeiros. A primeira observação participante foi encoberta, ou seja, a pesquisadora conviveu com os participantes do cruzeiro sem revelar sua identidade, o que levou à realização de entrevistas em profundidade após o término do cruzeiro; a segunda foi aberta, tendo a pesquisadora revelado seu propósito durante o cruzeiro e realizado as entrevistas em profundidade ao longo do mesmo. Os métodos utilizados permitiram identificar tanto os significados veiculados pela propaganda das empresas ofertantes de cruzeiros marítimos, como aqueles que os consumidores associam ao consumo desse tipo de lazer. Verificou-se que a propaganda não surge como elemento principal no processo de transferência de significado para esses consumidores, sendo a difusão boca a boca mais importante, em função de sua credibilidade, além das imagens presentes no imaginário coletivo. Além de confirmar as metáforas de consumo propostas por Holt, o estudo identificou novas metáforas, em particular a de consumo como realização , em que os consumidores emergentes utilizam o consumo de cruzeiros como forma de evidenciar, para si mesmos e para os demais, sua ascensão social. / [en] This thesis investigates aspects related to participation in maritime cruises for emerging consumers belonging to the so called new Brazilian middle class. The theoretical framework of the study is linked to the theoretical trend called CCT - Consumer Culture Theory, anchoring particularly in the conceptual model proposed by McCracken (1986) on the transfer of meaning from the culturally constituted world to the consumer and the consumer metaphors proposed by Holt (1995). It started with the understanding that consumption is essentially symbolic, since consumers assign meanings to goods and services that go beyond the purely utilitarian aspect. It sought to identify the nature of the meanings assigned to cruises by emerging consumers, as well as elements of the process by which meanings are transferred from the culturally constituted world to the consumer. Thus, an interpretive approach was adopted, in which what is at stake is not the objective aspects of consumption, but the subjectivity inherent to the consumer s perception regarding the researched phenomenon. The research was developed through a systematic combination between theory and field, following the abductive approach proposed by Dubois and Gadde (2002). The three empirical studies that comprise this thesis are: (i) content analysis of advertisements from companies offering cruises; (ii) focus groups with emerging consumers who had not yet participated in a cruise; and (iii) participant observation in a cruise targeted at this consumer segment. Through these three studies, it sought to identify the symbolic nature of cruises to emerging consumers with regard to the association of such cruises to the meanings attached to products through the advertising of cruise organizer companies, as well as those meanings attributed to the cruise by the consumers themselves. In the first study 60 ads published by cruise companies were analyzed using quantitative and qualitative content analysis. These ads were published in the semester preceding the 2011/2012 cruise season. In the second study, four focus groups were conducted, with the purpose of understanding the symbolic content present in the imagination of this group, as consumers participating had not yet experienced of this type of consumption, although they intended to do so. Finally, the participant observation was carried out in two cruises. The first participant observation was covert, meaning that the researcher experienced the cruise with the participants without revealing her identity, which led to the realization of in-depth interviews after the cruise; the second participant observation was overt, the researcher revealed her purpose during the cruise, and in-depth interviews were conducted during the trip. The methods allowed for the identification of both the meanings conveyed by the advertisement of companies that offer cruises, and those that consumers associate to the consumption of this type of leisure. Results indicate that advertisements do not appear as the main element in the process of meaning transference for these consumers; word of mouth is the more important and credible information dissemination path, as well as the images present in the collective imagination. Besides confirming the metaphors of consumption proposed by Holt, the study identified new metaphors, in particular that of consumption as achievement, where emerging consumers use consumption of maritime cruises as a way to demonstrate to themselves and to others, their social advancement.

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This paper explores value co-creation and value co-destruction with a focus on the social practices embedded in the online brand community “My Starbucks Idea (MSI).” The objectives of the research are accomplished through a detailed explanation of the study’s stages, starting with the Research design/Planning, and followed by the Community Entry (Entrée), Data collection, Limitations, and Ethical implications. Since the study is exploratory in character, the qualitative research strategy was used. As Bryman and Bell (2011) note, qualitative research gives particular attention to words rather than numbers in the gathering and interpretation of data. This study applied a modified ‘netnographic’ approach, a new qualitative method devised specifically to investigate consumer behaviour vis-à-vis cultures and communities present on the Internet (Kozinets 1998). This study identifies three elements of practice: stalking, gossip, and exhibitionism. It also supports the idea stated by Echeverri & Skålén (2011) that there is no positive without a negative in interactive value formation. Although those authors’ work was focused on the provider-customer interface, the idea proves applicable to the online brand community (OBC) used for illustration in this study. The present study also draws attention to a vital characteristic of practice often forgotten: ‘Language’ as an enabler of all other elements (Whittington 2006). The paper contributes to the knowledge in the practice theory domain, and thus consumer culture, especially relating to OBCs. When using OBCs as a marketing tool, considerable ingenuity must be employed by business managers to gain strategic information and feedback from online forum discussions. Such information can help in the company’s strategic decision making. By building relationships and gaining new customers through the process of collaboration, managers can become more like brand storytellers. Also, such communication can be channelled as a means to create greater awareness, both of the brand and the users’ experiences, along with aiding in the development of better services and products to meet customers’ needs. In the current study, consent was an ethical concern that limited the scope and path taken by the paper. The ten-week research period was another limiting factor in properly covering all of the contextualized consumption activities and gaining sufficient experience within the MSI community.

Submitted by SBI Biblioteca Digital (sbi.bibliotecadigital@puc-campinas.edu.br) on 2017-04-05T17:01:03Z No. of bitstreams: 1 ZULEICA MARIA QUEIROZ GUIMAR?ES MANENTE.pdf: 19864474 bytes, checksum: ba4fb840faf0d8656ea19f3903c0d0de (MD5) / Made available in DSpace on 2017-04-05T17:01:03Z (GMT). No. of bitstreams: 1 ZULEICA MARIA QUEIROZ GUIMAR?ES MANENTE.pdf: 19864474 bytes, checksum: ba4fb840faf0d8656ea19f3903c0d0de (MD5) Previous issue date: 2017-02-22 / This research investigates the present-day metropole (Metropolitan Area of Campinas) focusing on the dispersed urbanization and the urbanization process, as a part of which themall Shopping Iguatemi was built in the city of Campinas, considering it an indicator of regional sca/e dynamics, but with deep implications to the city and the local environment. Since Iguatemi opened its doors, almost three and a half decades ago, some changes have been happening in the city's dynamics, as much in the population profile as in its behavior, such as purchasing habits, culture and local and regional trade. There's an upper and middle class consumer displacement from downtown to the ma 11, as well as the pendulum-like motion of the Metropolitan Area of Campinas' population in pursue of new consumption options. Given this migration from downtown and Metropolitan Area of Campinas to the margins of the urban area (city expansion zone), some residential enterprises and business have a/so been built around Iguatemi. Since its opening, Iguatemi has been through five expansions and will soon build a residential complex as part of a larger project aiming the densification of its surroundings. The enterprise's primary expansions have been defined, in a way, by the new re/ationships amongst the city and the Metropolitan Area of Campinas, by the need to innovate in order to attract the consumer given the implementation of another eight malls in the c?ty, and the new consumption habits defined by the contemporary life in constant search for entertainment, leisure and specialized trade. This research is based on bibliographica/, documental and joumalistic sources, and it addresses how Shopping Iguatemi has been backing the dispersion of the eastem zone of Campinas in the last thirty-five years, given the rapid changes in the characterization of the urban environment. It a/so analyzes how entrepreneurs have identified market opportunities in this new consumer society, offering new leisure altematives to fulfill the demando This process has been happening since the 80s and it has been changing its outlines since the late 20th century. / Este trabalho investiga a metr?pole contempor?nea (Regi?o Metropolitana de Campinas) com enfoque na urbaniza??o dispersa e no processo de urbaniza??o no qual se insere o Shopping Iguatemi na cidade de Campinas, considerando este como ind?cio de din?micas na escala regional, mas com profundas implica??es para a cidade e para o contexto local. Nota-se que, a partir da inaugura??o do Shopping Iguatemi, ocorrida h? quase tr?s d?cadas e meia, algumas mudan?as foram ocorrendo na din?mica da cidade, tanto no perfil da popula??o, como nos costumes, com novos h?bitos de consumo, cultura e no com?rcio local e regional. Percebe-se um deslocamento do p?blico consumidor das classes alta e m?dia das ?reas centrais para o shopping, bem como a mobilidade pendular da popula??o da Regi?o Metropolitana de Campinas em busca de novas formas de consumo. Com essa migra??o do centro e da Regi?o Metropolitana de Campinas para as adjac?ncias da malha urbana (?reas de expans?o da cidade), alguns empreendimentos residenciais e estabelecimentos comerciais tamb?m come?aram a despontar na regi?o pr?xima ? localiza??o do Iguatemi. Desde a sua origem, o Shopping Iguatemi passou por cinco expans?es e em breve implantar? um novo complexo residencial como parte de um projeto maior para adensamento do seu entorno. As principais amplia??es do empreendimento foram determinadas, em parte, pelas novas formas de relacionamento entre a cidade e a Regi?o Metropolitana de Campinas, pela necessidade de inova??o para atrair o p?blico consumidor frente as implanta??es de mais oito shoppings no munic?pio e pelos novos h?bitos de consumo definidos pela vida contempor?nea em busca de alternativas de entretenimento, lazer e com?rcio especializado. Esta pesquisa foi embasada em fontes bibliogr?ficas, documentais e jornal?sticas e aborda como o Shopping Iguatemi vem contribuindo para a dispers?o da regi?o leste da cidade de Campinas nos ?ltimos trinta e cinco anos, tendo em vista as aceleradas mudan?as na configura??o do espa?o urbano. Analisa tamb?m como os empreendedores?investidores identificaram as oportunidades de mercado nessa nova sociedade de consumo oferecendo eventos de lazer para atender a demanda. Esse processo vem ocorrendo desde a d?cada de 1980 e atinge novos contornos no final do s?culo XX e na atualidade.

日本卡通在台灣相當受到歡迎，其閱聽人不只限於兒童，更擴大到青少年甚至年輕成人的年齡層，已經是台灣重要的電視節目類型。日本卡通除了媒體文本的播映之外，同時亦挾帶大量相關產品叩關，不但創造出廣大的商機，更全面而深入的影響了閱聽人／消費者的休閒娛樂與日常生活空間。 本研究採用問卷調查的方式，以台北市國高中生為研究對象，深入探討國內青少年接受日本卡通與相關商品的情形。研究者首先探討媒介結合商品的廠商策略與市場現狀，繼而從閱聽人使用的角度，追問青少年如何將卡通相關產品使用在日常生活當中，並綜合討論日本卡通影響下的青少年消費文化。 統計結果發現青少年收看日本卡通的時間能夠有效預測日本卡通相關商品的購買頻率，因此證實了收看日本卡通確實能夠提高青少年對於日本卡通相關商品的購買行為。研究發現日本卡通結合相關產品的銷售可以互相增強，而台灣青少年購買最多的卡通相關產品，是兼媒體、商品於一身的漫畫與電動，因此卡通、漫畫、電動三者隱然表現出一種「成套」販賣、使用的特色，甚至對日本流行文化整體的接觸與好感都有互相加強的現象。研究亦發現台灣青少年購買卡通商品時，最主要的意義是「新奇流行」，可知台灣青少年受到消費主義相當的影響，尚未發展出具有真實性、抗拒性的青少年文化。然而資本主義市場邏輯與青少年文化的抗拒特性關係相當複雜，因此台灣青少年是否具有主動性？這個問題仍留下許多值得討論的空間。 / Japanese animation is so popular in Taiwan that it has become a major television genre across children, adolescents, and young adults. It is not only a media text, but also bringing lots of animation merchandise, including comic books, games, clothes, accessories, and so on. Thus Japanese animation industry has created marvelous benefit, and its influence is prevailing and deeply on many aspects of the audience/consumer*s leisure and everyday practice. This thesis takes the adolescents in Taipei for example, exploring the promotion tactics of the industry on the one hand, and discovering how the adolescents use the animation merchandise on the other; then the discussion of youth culture and consumer culture in Taiwan will be carry on. This research finds out that the animation merchandise would reinforce each other and enhance the audience/consumer*s buying frequency. Comics and games are consumed most by the adolescents in Taiwan, implying that the three (animation, comics, games) are sold and consumed in "packages". At the same time, the most important meaning adolescents inscribe to the animation merchandise is "fashion and novelty", revealing that the youth culture in Taiwan is following the market and consumerism, not a original and authentic one.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This thesis analyzes the city patrimonialization process of Rio de Janeiro and investigates the Dossier “Rio de Janeiro: Carioca Landscapes between the mountain and the sea”, coordinated by Iphan and approved by Unesco as first city Cultural Heritage in Cultural Landscape category, inscribed from the relationship between the landscape and the carioca urban culture. The research hypothesis concerns that patrimonialization symbolically values the cultural landscape and democratizing the spaces to nominate the representation spaces of affective and identity values of the city, but his nomination as world heritage stems from the inscription of properties and consumer places on the delimitation of the site. The central argument is that the patrimonialization of Rio de Janeiro aims at recomposition of identity and urban image built around the epithet “Wonderful City”, which lost the symbolic efficacy as a tourist attraction due to exhaust the city’s image, insofar as the strong publicity of socio-spatial differences, the conflictuality, social inequality, slums and urban violence become a counter-landscape of traditional places of Rio public visibility. Therefore, it proposed to discuss how the sociocultural landscape is incorporated in the search for a new image and conforms as a desirable future of social, environmental, economic and cultural sustainability of the city. / Esta tese analisa o processo de patrimonialização da cidade do Rio de Janeiro e parte da investigação do dossiê “Rio de Janeiro: paisagens cariocas entre a montanha e o mar”, coordenado pelo Iphan e aprovado pela Unesco como primeira cidade Patrimônio Cultural da Humanidade, na categoria Paisagem Cultural, inscrito a partir da relação entre as paisagens e a cultura urbana carioca. A hipótese de pesquisa refere que a patrimonialização valoriza simbolicamente a paisagem cultural e democratiza os espaços ao nominar os lugares de representação dos valores afetivos e identitários da cidade, mas sua nominação como patrimônio mundial decorre da inscrição dos bens e lugares de consumo na delimitação do Sítio. O argumento central é que a patrimonialização do Rio de Janeiro almeja a recomposição da identidade e imagem urbana construída em torno do epíteto “Cidade Maravilhosa”, a qual perdeu eficácia simbólica como atrativo turístico devido à exaustão da imagem da cidade, na medida em que a forte publicização das assimetrias socioespaciais, a conflitualidade, a desigualdade social, a favelização e a violência urbana tornam-se uma contrapaisagem dos tradicionais lugares de visibilidade pública carioca. Logo, propõe-se debater como a paisagem sociocultural é incorporada na busca de uma nova imagem e como conforma um futuro desejável de sustentabilidade socioespacial, ambiental, econômica e cultural da cidade.

Ce manuscrit vise une participation à la construction de savoir sur la consommation masculine, une thématique de recherche largement délaissée au profit des représentations féminines en la matière. Inscrite dans le courant de la Théorie Culturelle de la Consommation, la thèse propose d’investiguer à la fois le discours des marques liées à l’apparence et les discours d’hommes investis dans de nouvelles pratiques de consommations connotées du féminin, la lingerie d’hommes. Dans un premier essai, le discours sur la masculinité de 20 marques issues de traditions masculines (Automobiles, High-Tech,...) et de traditions féminines (Mode, Beauté...) est investigué sur une période de 40 ans (des années 1970 à nos jours) pour comprendre les termes du changement de l’identité masculine. Une lecture sémiotique du corpus combinée à une analyse critique de l’histoire socio-culturelle masculine française permet d’interpréter et qualifier l’évolution des imaginaires masculins contenus dans les récits de marques.Dans un deuxième essai, sur la base d’une étude phénoménologique (entretiens individuels avec 21 hommes), l’auteur interroge l’expérience de consommation de lingerie pour hommes en révélant les processus de découverte, d’entrée et d’implication dans une consommation jugée « anomique » jusqu’à peu. La mise en lumière du rôle d’un réseau esthétique féminin qui supporte cette consommation ainsi que les perceptions et bénéfices retirés dans l’entre- nous du couple hétérosexuel permettent d’aborder l’évolution des représentations liées à l’apparence et à l’intime. La recherche permet d’introduire le concept de l’intime dans le champ de l’investigation du consommateur masculin comme un marqueur de l’évolution des consommations masculines. Quatre dimensions du concept d’intimité ont par ailleurs émergé du discours des répondants.7Dans un troisième essai, l’auteur combine l’approche macro et l’approche micro de la consommation masculine dans le but d’éclairer sa participation à la construction des identités masculines. D’abord, la « Maison des hommes » ou les interactions entre pairs masculins permettent de mieux cerner les stratégies d’évitement et les tensions générées par l’adoption des nouveaux codes de consommation de parure proposés par le marché. Emerge notamment une dimension largement sous-investiguée en comportement du consommateur : la question de la relation au père dans la formulation des repaires de consommation. Ensuite, l’auteur propose la notion de limite pour matérialiser les termes des tractations identitaires vécues par les hommes et matérialisées par leurs choix de consommation. Une forte dualité entre schèmes égalitaristes et différentialistes émerge des représentations de l’identité masculine. Cette opposition sert la construction d’un carré sémiotique qui permet de resituer le discours des consommateurs dans le champ idéologique des forces sociales qui structurent les comportements des répondants et d’affiner les différents positionnements masculins. L’intrication de l’identité masculine avec l’identité nationale permet enfin d’apporter le versant français à la conception de l’idéologie masculine américaine de consommation développée par Holt et Thompson (2004). Il est proposé que le concept de performance peut rapprocher les masculinités américaines et françaises bien que des différences d’imaginaires notoires persistent entre les deux cultures de consommation / This doctoral dissertation aims participating in building knowledge on the masculine consumption, a topic that was neglected in consumer research until very recently. Through the Consumer Culture Theory lens, it proposes an investigation of this phenomenon both from brand (producer) and male (consumer) perspectives. The essays progress from public to private discourses on masculinity, combining macro and micro levels of analysis to unpack evolving gender ideologies and consumption.Through a socio-historic perspective, the first essay shows how the masculine identity is evolving from monolith masculinity to contemporary masculinities. The research aims to understand if and how these new cultural values are transferred to brands communication. Using a semiotic approach, masculine archetypes, their values and relationships are underlined by using a Utilitarian vs. Aesthetic semantic axis. A corpus of twenty brands communication of masculine and feminine sectors is analyzed with a past/present perspective. The study reveals an evolution of men’s representations in brands communication. The theoretical implications of the findings are discussed, theorizing especially the metrosexual managerial phenomenon.The second essay investigates male consumers representations and rituals as regard a new and highly feminine inspired product category: men’s lingerie. The process of discovery, entrance and involvement in this consumption is deciphered, the influencers’ roles highlighted and the interactions within the heterosexual couples emphasized. Doing so, the paper participates in building knowledge on the masculine consumption by describing male engagement in “anomic” consumption. It also introduces the concept of intimacy as a marker in the shift in9the masculine identity and proposes four dimensions of this concept as they emerged from consumers’ discourses.Finally the third essay attempts to explore how a new masculine consumption – men’s lingerie- that had clear divisions between men and women, may shape and reinforce men’s socially defined gender roles/identity construction. The author focuses on new identity landmarks, which move the social frontier between the sexes. First, the interactions in- between the male peers are emphasized as a window for the masculine identity construction through consumption. Secondly, the deep contradictions and the negotiations of acceptable masculine norms as expressed by the respondents are interpreted. Finally, the results are located in a macro-level of analysis allowing accounting for the role of the social forces in shaping masculine norms and French masculine schemes compared to the American masculinities described by Holt and Thompson (2004)

La recherche se situe dans le courant de la Consumer Culture Theory dans la lignée de travaux récents visant à comprendre les relations collectives à une marque. La marque n’est plus pensée comme une « chose » fabriquée exclusivement par l’entreprise, mais comme un processus dans lequel sont impliqués de multiples acteurs échappant souvent au contrôle de l’entreprise. La thèse investigue comment la marque s’insère et est insérée dans les réseaux de relations, les pratiques et les représentations des consommateurs au sein de leur famille sur trois générations. La méthodologie est basée sur l’auto-ethnographie, une méthode rarement utilisée dans la recherche sur la marque. Le dispositif déployé permet une compréhension fine des interactions et stratégies des personnes, grâce à la prise en compte du temps long (trente ans) et à la multivocalité. La thèse étend le concept de « cultural branding » au niveau de la famille, en introduisant le concept de « réseau familial de marque » qui rend compte de la façon dont familles et marques s’imbriquent dans notre société. En décrivant une réalité différente des principes de gestion de la marque dans lesquels l’entreprise est supposée influencer un consommateur isolé, la thèse renouvelle les approches conventionnelles de la relation marque-consommateur et complète les approches communautaires de la marque. / This thesis is situated in the research stream called Consumer Culture Theory (CCT), in line with recent research trying to understand the collective relationships to a brand. The brand is no more understood as a “thing” created by a company (brand as a name), but as a process (branding as a verb) in which many participants play different roles, frequently outside the control of the company. The thesis investigates how the brand becomes embedded in the networks of relationships, practices and discourses within a family through three generations. The methodology is based on an autoethnography, a method rarely used in consumer and branding research. This approach enables a deep understanding of the interactions and strategies of people, taking a long-term perspective (thirty years) and considering the multivocality. This thesis is an extension of cultural branding at the family level, by introducing the concept of « brand family network », which reports how families and brands are embedded in our society. The thesis describes a reality different from the traditional principles of brand management, based on the idea that the company is supposed to influence a single consumer. By doing so, it extends the understanding of consumer-brand relationships, and complement the approach of the brand communities.