Made available in DSpace on 2016-04-26T18:11:47Z (GMT). No. of bitstreams: 1 Caio Prisco da Silva Telles Nunes Ranieri Colombo.pdf: 1571943 bytes, checksum: 62ac4df7beff7e1df33f070516b43195 (MD5) Previous issue date: 2012-06-04 / This Doctoral Thesis in Communication and Semiotics deals with the excessive consumption of goods in the contemporary world and the central role of commercial communication in the construction, development and maintenance of consumption-oriented societies. The phenomena of consumerism and hyper-consumerism are fruits of commercial communication and depend on it, mostly or fully, to continue to exist. Studying Consump-tion is extremely important to understand Man, Culture and the local and global socio-economic dynamics in the capitalist system. This Thesis arose from the author s concern with the excessive consumption of goods in the world and the alarming increase in the number of consumerist and hyper-consumerist individuals every-where. The problem of this Thesis is: How capitalist enterprises have been using Communication, in its commer-cial form, since the second half of the nineteenth century, to achieve their goals of Profit? The hypothesis is: The capitalist enterprises have been using Communication, in its commercial form, since the second half of the nine-teenth century as a tool to build, develop and maintain societies oriented towards the excessive consumption of goods. Consumption is a complex phenomenon and has relations, directly and indirectly, with others of great complexity. To grasp this complexity we chose to use Systemic Semiotics as key for the decoding and under-standing of what has motivated and guided human life in recent times. The main theorists present in this text are Gilles Lipovetsky, Guy Debord, István Mészáros, Jean Baudrillard, Pierre Bourdieu, Theodor Adorno and Zygmunt Bauman. The excessive consumption of goods destroys the human psyche, Society and Environment and is only possible operationally feasible and publicly acceptable due to the planned and full use (in fact, plenipotentiary use) of commercial communication as a tool for the construction, development and mainte-nance of an artificial reality, based, essentially, on Desire, in Individualism and Hedonism, all hypertrophied, and constantly fanned by the Media in the service of Capital. Through a systemic semiotic analysis, beginning in 1850 and ending on the last day of 2009, it is possible to understand the general movements of Industry, Com-merce and Advertising and the culture built, legitimized and reinforced by these three agents over time which resulted in consumerism (the overstatement in purchases) and, more recently, in hyper-consumerism (the disease of addiction in purchases) / Esta Tese de Doutorado em Comunicação e Semiótica trata do consumo excessivo de mercadorias no mundo contemporâneo e do papel central da comunicação comercial na construção, desenvolvimento e manutenção de sociedades voltadas para o Consumo. Os fenômenos do consumismo e do hiperconsumismo são frutos da comunicação comercial e dela dependem, majoritária ou integralmente, para continuar a existir. Estudar o Consumo é de extrema importância para compreender o Homem, a Cultura e as dinâmicas socioeconômicas locais e globais no sistema capitalista. Esta Tese surgiu da preocupação do autor com o consumo excessivo de mercadorias no mundo e o aumento alarmante do número de indivíduos consumistas e hiperconsumistas por toda parte. O problema desta Tese é: Como as empresas capitalistas vêm usando a Comunicação, em sua ver-tente comercial, desde a segunda metade do século XIX, para atingir seus objetivos de Lucro? E a hipótese é: As empresas capitalistas vêm usando a Comunicação, em sua vertente comercial, desde a segunda metade do século XIX, como ferramenta para construir, desenvolver e manter sociedades orientadas para o consumo excessivo de mercadorias. O Consumo é um fenômeno complexo e tem relações, diretas e indiretas, com ou-tros de grande complexidade. Para abarcar essa complexidade optou-se pela utilização da Semiótica Sistêmica como chave de decodificação e entendimento daquilo que tem motivado e orientado a vida do Homem nos últimos tempos. Os principais teóricos presentes neste texto são Gilles Lipovetsky, Guy Debord, István Mészáros, Jean Baudrillard, Pierre Bourdieu, Theodor Adorno e Zygmunt Bauman. O consumo excessivo de mercadorias destrói o psiquismo humano, a Sociedade e o Meio Ambiente e só é possível isto é, operacio-nalmente viável e publicamente aceitável por conta do uso planejado e pleno (na verdade, plenipotenciário) da comunicação comercial como ferramenta de construção, desenvolvimento e manutenção de uma realida-de artificial, baseada, essencialmente, no Desejo, no Hedonismo e no Individualismo; todos hipertrofiados, e constantemente atiçados, pela Mídia a serviço do Capital. Por meio de uma análise semiótica sistêmica, com início em 1850 e término no último dia de 2009, é possível compreender os movimentos gerais da Indústria, do Comércio e da Publicidade e da cultura construída, legitimada e reforçada por esses três agentes ao longo do tempo que resultaram no consumismo (o exagero nas compras) e, mais recentemente, no hiperconsumismo (a patologia do vício em compras)

Esta dissertação versa sobre o acompanhamento cartográfico realizado acerca do Movimento Infância Livre de Consumismo (MILC). O MILC é uma iniciativa promovida por mães, pais e cidadãos que lutam quanto aos aspectos do consumo que julgam ser prejudicial: o consumismo promovido pela publicidade dirigida a crianças. Tal movimento atua em prol da regulação da publicidade infantil em solo brasileiro. Este trabalho é constituído por uma introdução que traz o contexto da pesquisa e a trajetória da pesquisadora, acrescido de dois artigos que versam sobre os aspectos importantes sobre o Movimento. O primeiro artigo intitulado de “O uso das redes sociais como espaço de lutas quanto à publicidade infantil” tem como objetivo apresentar e discutir o surgimento e desdobramentos do MILC. O segundo artigo “Problematizando o consumismo na infância a partir do olhar do Movimento Infância Livre de Consumismo" versa sobre a concepção do MILC quanto ao construto consumismo em contraponto com algumas abordagens de outros autores. Ao final, faço uma retomada dos principais pontos discutidos e verso sobre outras possibilidades e desdobramentos. / This dissertation addresses the cartographic monitoring conducted on the Movement for a Consumerism-Free Childhood (Movimento Infância Livre de Consumismo- MILC). The MILC is an initiative by mothers, fathers and citizens to fight aspects of consumption they see as harmful: consumerism promoted by advertising aimed at children. The movement advocates regulation of children’s advertising in Brazilian territory. This work consists of an introduction that presents the study’s context and the researcher’s work history as well as two articles that address important aspects of the Movement. The first article – The use of social networks such as fighting space as child advertsing – aims to present and discuss the emergence and consequences of the MILC. The second article – Questioning consumerism in childhood from the look of the Movement for a Consumerism-Free Childhood – addresses the MILC’s view on consumerism compared to some approaches by other authors. At the end, I resume the main points discussed and address other possibilities and developments.

Social, cultural, economic and political processes influence conditions of children’s development and determine changes in their self-development. Entrenching consumer culture and consumerism, promoted by it, determine the change in the attitude towards the child as a consumer. The dissertation defines constructs of children’s consumer culture and children’s as consumers’ behaviour, highlights sociocultural, educational conditions of their manifestation as well as threats and possibilities of consumer culture and the related phenomenon – TV advertising – for children. Meaningfulness of (self-)development of children’s resistance to consumerism, analysed in the dissertation, is grounded on the idea that children, not being conscious consumers, must learn both to adjust to consumer culture and resist its mass culture, levelling everything. The aim of the research is to study the experience of pre-primary age children’s consumption, the situation of (self-)development of resistance to consumerism in the family and, based on critical attitude to consumer culture and knowledge of the phenomenon of consumerism in children’s culture, to disclose educational conditions for (self-)development of their resistance to consumerism. Conducting the research on (self-)development of pre-primary children’s resistance to consumerism, the mixed method approach was applied, in parallel combining qualitative and quantitative research methods of data collection and analysis. As the result of the... [to full text] / Socialiniai, kultūriniai, ekonominiai, politiniai procesai veikia vaikų vystymosi sąlygas ir lemia ugdymosi pokyčius. Įsigalinti vartotojiška kultūra bei jos skatinamas vartotojiškumas lemia požiūrio į vaiką kaip vartotoją kaitą. Disertacijoje apibrėžti vaikų vartotojiškos kultūros, vaikų kaip vartotojų elgsenos konstruktai, išryškintos jų raiškos sociokultūrinės, edukacinės sąlygos, vartotojiškos kultūros bei su ja susijusio reiškinio – TV reklamos – grėsmės ir galimybės vaikams. Disertaciniame darbe analizuojamo vaikų atsparumo vartotojiškumui ugdymo(si) prasmingumas grindžiamas idėja, jog vaikai nebūdami sąmoningi vartotojai turi išmokti ne tik prie vartotojiškos kultūros prisitaikyti, bet ir atsispirti jos visa niveliuojančiai masinei kultūrai. Tyrimo tikslas – ištirti priešmokyklinio amžiaus vaikų vartojimo patirtį, atsparumo vartotojiškumui ugdymo(si) situaciją šeimoje ir, remiantis kritiniu požiūriu į vartotojišką kultūrą bei žiniomis apie vartotojiškumo reiškinį vaikų kultūroje, atskleisti jų atsparumo vartotojiškumui ugdymo(si) pedagogines sąlygas. Atliekant priešmokyklinio amžiaus vaikų atsparumo vartotojiškumui ugdymo(si) tyrimą taikyta mišrių metodų prieiga, lygiagrečiai derinant kokybinius ir kiekybinius tyrimo duomenų rinkimo ir analizės metodus. Kaip disertacinio tyrimo rezultatas, papildantis ugdymo praktiką, pristatomas tyrimo rezultatais grįstų pedagoginių sąlygų, skirtų vaikų atsparumui vartotojiškumui ugdyti, struktūrinis modelis.

Esta dissertação versa sobre o acompanhamento cartográfico realizado acerca do Movimento Infância Livre de Consumismo (MILC). O MILC é uma iniciativa promovida por mães, pais e cidadãos que lutam quanto aos aspectos do consumo que julgam ser prejudicial: o consumismo promovido pela publicidade dirigida a crianças. Tal movimento atua em prol da regulação da publicidade infantil em solo brasileiro. Este trabalho é constituído por uma introdução que traz o contexto da pesquisa e a trajetória da pesquisadora, acrescido de dois artigos que versam sobre os aspectos importantes sobre o Movimento. O primeiro artigo intitulado de “O uso das redes sociais como espaço de lutas quanto à publicidade infantil” tem como objetivo apresentar e discutir o surgimento e desdobramentos do MILC. O segundo artigo “Problematizando o consumismo na infância a partir do olhar do Movimento Infância Livre de Consumismo" versa sobre a concepção do MILC quanto ao construto consumismo em contraponto com algumas abordagens de outros autores. Ao final, faço uma retomada dos principais pontos discutidos e verso sobre outras possibilidades e desdobramentos. / This dissertation addresses the cartographic monitoring conducted on the Movement for a Consumerism-Free Childhood (Movimento Infância Livre de Consumismo- MILC). The MILC is an initiative by mothers, fathers and citizens to fight aspects of consumption they see as harmful: consumerism promoted by advertising aimed at children. The movement advocates regulation of children’s advertising in Brazilian territory. This work consists of an introduction that presents the study’s context and the researcher’s work history as well as two articles that address important aspects of the Movement. The first article – The use of social networks such as fighting space as child advertsing – aims to present and discuss the emergence and consequences of the MILC. The second article – Questioning consumerism in childhood from the look of the Movement for a Consumerism-Free Childhood – addresses the MILC’s view on consumerism compared to some approaches by other authors. At the end, I resume the main points discussed and address other possibilities and developments.

Esta dissertação versa sobre o acompanhamento cartográfico realizado acerca do Movimento Infância Livre de Consumismo (MILC). O MILC é uma iniciativa promovida por mães, pais e cidadãos que lutam quanto aos aspectos do consumo que julgam ser prejudicial: o consumismo promovido pela publicidade dirigida a crianças. Tal movimento atua em prol da regulação da publicidade infantil em solo brasileiro. Este trabalho é constituído por uma introdução que traz o contexto da pesquisa e a trajetória da pesquisadora, acrescido de dois artigos que versam sobre os aspectos importantes sobre o Movimento. O primeiro artigo intitulado de “O uso das redes sociais como espaço de lutas quanto à publicidade infantil” tem como objetivo apresentar e discutir o surgimento e desdobramentos do MILC. O segundo artigo “Problematizando o consumismo na infância a partir do olhar do Movimento Infância Livre de Consumismo" versa sobre a concepção do MILC quanto ao construto consumismo em contraponto com algumas abordagens de outros autores. Ao final, faço uma retomada dos principais pontos discutidos e verso sobre outras possibilidades e desdobramentos. / This dissertation addresses the cartographic monitoring conducted on the Movement for a Consumerism-Free Childhood (Movimento Infância Livre de Consumismo- MILC). The MILC is an initiative by mothers, fathers and citizens to fight aspects of consumption they see as harmful: consumerism promoted by advertising aimed at children. The movement advocates regulation of children’s advertising in Brazilian territory. This work consists of an introduction that presents the study’s context and the researcher’s work history as well as two articles that address important aspects of the Movement. The first article – The use of social networks such as fighting space as child advertsing – aims to present and discuss the emergence and consequences of the MILC. The second article – Questioning consumerism in childhood from the look of the Movement for a Consumerism-Free Childhood – addresses the MILC’s view on consumerism compared to some approaches by other authors. At the end, I resume the main points discussed and address other possibilities and developments.

This study aims to provide a critical assessment of social networking sites along with the underlying form of rationality propelling such technological innovations. The hypothesis of this study is rooted in the firm conviction that while social networking sites can be regarded as impressive technological achievements, and while there are certainly an array of benefits that can be associated with them, they nevertheless can be perceived as a hegemonic force which surreptitiously undermines the autonomy and freedom of the modern individual. In order to corroborate and augment such an assertion, this study relies primarily on the critical works of Adorno and Horkheimer (1997); Bauman (2003; 2007 & 2013) and Foucault (1977) in order to both investigate and critically evaluate the everyday assumptions typically associated with a technologically enlightened society, techno-scientific rationality and the recent emergence of technological tools such as social networking services. Based upon the findings that have emerged throughout the course of this investigation, it becomes clear to see that there is indeed a dialectical tension inherent to the nature of the various social networking technologies as they currently operate within the 21st century. Such a discovery is primarily based upon the fact that while social networking technologies do inherently possess emancipatory potentialities for the modern individual, they have nevertheless failed to actualise such potentialities due to the following reasons: 1) Social networking technologies have managed to propagate and entrench a powerful sentiment of technological determinism within modern society along with a highly corrosive form of instrumentalized rationality to which all individuals are now required to acquiesce; 2) Such technologies are paradoxically abrogating the possibility of meaningful interpersonal contiguity due to the fact they have managed to commodify the technological culture associated with a digital form of interaction/communication along with the individual making use of such technologies; and 3) In their current format, social networking services are allowing for the objectification, manipulation and exploitation of the online subject to take place in order to pursue and promote an instrumentalized strategy of marketing surveillance and capital accumulation. / MA (Philosophy), North-West University, Potchefstroom Campus, 2015

This study aims to provide a critical assessment of social networking sites along with the underlying form of rationality propelling such technological innovations. The hypothesis of this study is rooted in the firm conviction that while social networking sites can be regarded as impressive technological achievements, and while there are certainly an array of benefits that can be associated with them, they nevertheless can be perceived as a hegemonic force which surreptitiously undermines the autonomy and freedom of the modern individual. In order to corroborate and augment such an assertion, this study relies primarily on the critical works of Adorno and Horkheimer (1997); Bauman (2003; 2007 & 2013) and Foucault (1977) in order to both investigate and critically evaluate the everyday assumptions typically associated with a technologically enlightened society, techno-scientific rationality and the recent emergence of technological tools such as social networking services. Based upon the findings that have emerged throughout the course of this investigation, it becomes clear to see that there is indeed a dialectical tension inherent to the nature of the various social networking technologies as they currently operate within the 21st century. Such a discovery is primarily based upon the fact that while social networking technologies do inherently possess emancipatory potentialities for the modern individual, they have nevertheless failed to actualise such potentialities due to the following reasons: 1) Social networking technologies have managed to propagate and entrench a powerful sentiment of technological determinism within modern society along with a highly corrosive form of instrumentalized rationality to which all individuals are now required to acquiesce; 2) Such technologies are paradoxically abrogating the possibility of meaningful interpersonal contiguity due to the fact they have managed to commodify the technological culture associated with a digital form of interaction/communication along with the individual making use of such technologies; and 3) In their current format, social networking services are allowing for the objectification, manipulation and exploitation of the online subject to take place in order to pursue and promote an instrumentalized strategy of marketing surveillance and capital accumulation. / MA (Philosophy), North-West University, Potchefstroom Campus, 2015

The principal purpose of this essay is to research how the development of needlework education interacts and interconnects with consumption patterns. Iceland has been used as a case for this study but any country would be applicable. The point of departure is the assumption that when a society develops more and more into being a consumer society, the needlework education also will change – in drastic forms. And that tracing a development towards consumerism can be traced in the curricula regarding this specific subject. People’s changing attitude towards spending, wasting, and an extravagant living is an important feature which explains the shift between non-consumer societies to a consumer society. Society’s outlook on these features is best reflected by that policy the institutions society uses to form its citizens’ desirable (consumer) behavior. In understanding the development from a non-consumerist society to a consumer society the study on the Icelandic syllabi for needlework and textile education plays a prominent part. A presentation on Gross Domestic Product (GDP) for the period of time in question has also been used in order to see the general increase of the standard of living and rise of consumerism in Iceland. Also numbers on trade and unemployment have been enclosed in order to give a more telling picture of the development and the results. The spatial imprint of the development of the Icelandic educational system and the development of syllabi for the textile handicraft subject show that an established consumer society firstly can be found in Iceland somewhere between 1960 and 1977, thus slightly ensuing the most immediate period after the World War II. A society that educates its young ones to darn, mend, and knit with the explicit motive to help deprived homes and states that this is a necessary virtue for future housewives cannot rightly be called a consumer society. It is also worth mentioning that the subject was after this breakthrough also available for boys. Furthermore, this seems to coincide with the so called “haftatímanum”, the restriction era, which lasted from 1930 to 1960. During this time the Icelandic government controlled the market having an especially harsh policy on the import of consumer goods, with product rationing as a result. Both of these two matters - the syllabi for the textile handicraft subject and the haftatímanum - had an anaesthetized impact on the development of the Icelandic consumer society.

Magistro baigiamojo darbo tyrimo objektas yra didžiųjų Lietuvos prekybos centrų viešųjų erdvių estetika. Darbe tiriami šį objektą formuojantys veiksniai, vertinimo ir analizės kriterijai, istorinės, sociokultūrinės ir politinės aplinkybės, filosofinis, psichologinis ir menotyrinis jo vertinimas, santykis su šiandieninės globalios vaizdų kultūros tendencijomis. Didžiausias dėmesys darbe skiriamas septyniems didžiausiems Lietuvos prekybos centrams, kuriuos analizuojant išskiriami Lietuvos didžiųjų prekybos centrų viešosioms erdvėms būdingi estetiniai dėsningumai ir savybės. Estetikos tyrimo metodas paremtas trimis pagrindiniais erdvės vaizdinio elementais: prasme, struktūra ir identitetu. Prasminis kontekstas darbe akcentuojamas pirmajame skyriuje, perteikiant viešųjų erdvių prasmės pasikeitimą istoriniame raidos kontekste. Daroma išvada, jog prekybos centras – tai ekonominės galios estetinės reprezentacijos laukas. Antrame skyriuje nagrinėjama erdvės struktūra. Keliant hipotezę, jog prekybos centro viešosios erdvės imituoja miesto viešųjų erdvių struktūrinius modelius, taikomas miesto ir prekybos centrų viešųjų erdvių struktūrų palyginimo metodas. Išskiriami pagrindiniai prekybos centrams būdingi miesto viešųjų erdvių elementai, paaiškinamos jų transformacijos bei ryšys su formuojamu vartotojiškumo imperatyvu. Trečiajame skyriuje nagrinėjamas identitetas. Jis analizuojamas tiriant prekybos centruose naudojamas interjero dizaino temas ir motyvus, taip pat lyginant su... [toliau žr. visą tekstą] / The object of master thesis’ research is the aesthetics of public space in shopping malls in Lithuanian cities. The paper researches the object-forming factors, evaluation criteria and analysis, historical, socio-cultural and political context, philosophical, psychological and art research findings, the ratio of the global image culture. The thesis of the paper analyses seven major shopping malls in Lithuania, rendering the most common aesthetic patterns and inherent aesthetic qualities, that are peculiar in Lithuanian largest shopping centres. The method of research is based on three key elements of visual space: meaning, structure and identity. The context of meaning is presented in the first chapter, overviewing historical development of the concept of public space. Its conclusion is that a shopping mall is a field for aesthetic representations of economic power. The second chapter examines the structure of space. It is suggested that shopping malls are simulating urban public spaces for the consumer-oriented reasons. Therefore, the method of comparison between urban and shopping mall spaces is applied. As a result, the most specific elements and their transformations common both to the shopping mall and urban public spaces are distinguished and analysed. The third chapter examines identity. It analyzes themes and motives of interior design, also comparing aesthetics of shopping malls with the global image culture. It is concluded that the shopping mall is an inherent... [to full text]

This study is an initial attempt to investigate the relationship between the portrayal of Japanese OL or “Office Ladies” in different media: formal scholarly studies on OL and informal sources such as recruiting lectures, online articles, and Japanese magazines that target OL, specifically CanCam, Sweet, and JJ. The term OL has generally been used to describe a short-term low-paying clerical position, requiring minimal skills, for young women primarily age 20s to 30s. The OL position can thus be seen as a gendered profession with little corporate mobility. However, most of the websites and magazines for these working women feature articles on the latest styles and are full of fashionable attractive women advertising the latest designer goods and the up and coming designer must-have brands of the season. With the skyrocketing of the Japanese economy in the pose-WWII era, women have become the country’s primary consumers, and OL appear to be playing a central role in this new consumer-heavy culture. Thus using both scholarly and primary sources, this thesis will explore this gap between the reality of OL and the romanticized version portrayed in these magazines. Although scholarly sources often depict the OL lifestyle to be tedious, gendered, and overall unfavorable for workingwomen in Japan, my thesis hopes to explore the positive aspects of the OL lifestyle as well and examine the reasons why women buy into this OL culture via these magazines and sites.