In the contemporary society, with the disintegration of political authoritarianism and the rise of democratic equality thoughts, as well as the flourishing information and popularity of medical knowledge, patients¡¦ autonomous consciousness and consumerist consciousness thus arise. In this information society, the boundless Internet brings a huge amount of information, and enables the general public to actively enrich themselves with professional medical knowledge, to have a online discussion with others, or to provide online support to each other. Such moves will transform the physician-patient relationship from the traditional ¡§professional led¡¨ interaction to different types of interaction, and hence the relationship between a physician and a patient generally deviates from the social hierarchy system in the past. Medical knowledge is no longer something that the physician can monopolize and enjoy exclusively. Accordingly, several types of physician-patient relationship have been developed. While the information revolution is generally striking the medical profession, in response to the future development and change in the medical field, some assistance should be given to medical students and practitioners to continuously learn new knowledge and new technology, as well as grasp and develop proper communication ability in this rapidly changing information age to build a solid foundation for their future role as a physician. Therefore, it leads to the author¡¦s query about ¡§what competence should a physician possess¡¨ to effectively manage the ¡§new physician-patient relationship management in the information society¡¨ mechanism, which becomes the motivation of making an in-depth study. It is hoped that the literature review and the in-depth interview in this study could help find out the way that physicians and patients ¡§adjust¡¨ to each others in these new types of physician-patient relationship in the information society. Moreover, physicians have to understand that only by improving the effect of their physician-patient relationship management can they create a win-win result under a harmonious physician-patient relationship.

[pt] O presente estudo buscou analisar, a partir de uma perspectiva decolonial, como e por que padrões eurocêntricos foram adotados pelo movimento de consumerismo no Brasil e as consequências colonialistas desse processo. Para alcançar o objetivo proposto, foram desenvolvidos três artigos, que abordaram discussões relacionadas a modernidade/colonialidade/decolonialismo; consumerismo e movimento consumerista; e um estudo empírico de uma organização consumerista brasileira. Foram revisadas as literaturas acerca de decolonialismo e consumerismo, nas quais ficou evidente a resistência da área de marketing em abordar o tema de consumerismo em pesquisas e a baixa presença de estudos que utilizem perspectivas alternativas àquelas originadas no Norte Global para analisar fenômenos de consumo, mesmo os de natureza crítica. No caso da Proteste foi identificado que as práticas consumeristas da organização refletem a colonialidade praticada por organizações eurocêntricas, que influenciam o consumerismo no Brasil, impondo o modelo de consumerismo praticado no Norte Global, ignorando as particularidades do mercado brasileiro e as necessidades da população que não se relacionam ao consumo. Com base em entrevistas e em dados secundários, a análise demonstrou como a Proteste lida com a hierarquia criada dentro da Euroconsumers, posicionando-a na parte inferior dessa estrutura, bem como adota o conhecimento consumerista universalista eurocêntrico, que não necessariamente contribui para resolver as questões consumeristas do Brasil. A perspectiva decolonial pode contribuir para a identificação da colonialidade presente na influência eurocêntrica no movimento consumerista, evidenciando a imposição do conhecimento do Norte Global sobre o tema, que é visto como universal e ignora as necessidades do consumidor brasileiro, que não são tratadas em profundidade. Assim, o movimento consumerista brasileiro se concentra nas questões relacionadas à escolha de produtos e serviços, valorizando a etapa transacional do consumo, deixando de lado o bem-estar e as necessidades básicas do consumidor. / [en] The present study sought to analyze, from a decolonial perspective, how and why Eurocentric standards were adopted by the consumerism movement in Brazil and the colonialist consequences of this process. To achieve the proposed objective, three articles were developed, which addressed discussions related to modernity/coloniality/decolonialism; consumerism and consumerist movement; and an empirical study of a Brazilian consumer organization. The literature on decolonialism and consumerism was reviewed, in which it was evident the resistance of the marketing area to address the topic of consumerism in research and the low presence of studies that use alternative perspectives to those originated in the Global North to analyze consumption phenomena, even those of a critical nature. In the case of Proteste, it was identified that the organization s consumerist practices reflect the coloniality practiced by Eurocentric organizations, which influence consumerism in Brazil by imposing the model of consumerism practiced in the Global North, ignoring the particularities of the Brazilian market and the needs of the population that does not relate to consumption. Based on interviews and secondary data, the analysis demonstrated how Proteste deals with the hierarchy created within Euroconsumers, positioning it at the bottom of this structure, as well as adopting the Eurocentric universalist consumerist knowledge, which does not necessarily contribute to solving the issues consumers in Brazil. The decolonial perspective can contribute to identifying the coloniality present in the Eurocentric influence on the consumerist movement, highlighting the imposition of knowledge from the Global North on the subject, seen as universal, and ignoring the needs of the Brazilian consumer, which are not treated in depth. Thus, the Brazilian consumerist movement focuses on issues related to the choice of products and services, valuing the transactional stage of consumption, leaving aside the well-being and basic needs of the consumer.

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No. of bitstreams: 2 Dissertação - Liessa Comparim Dalla Nora - 2016.pdf: 16646847 bytes, checksum: e2f115623ce3dcda61397b56300516ea (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2016-06-30 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This dissertation analyzes the phenomenon of emotional brands, built and managed by the Emotional Branding (GOBÉ, 2002; ROBERTS, 2005), from the perspective of its participation in culture and in its role as main identity references in a postmodern cultural context characterized by a global semantic discursive network (BAUMAN, 2001; LIPOVETSKY; SERROY, 2011) guided by the consumerist (BAUMAN, 2007; LIPOVETSKY, 2007; CAMPBELL, 2006) and narcissistic (ibid; LASCH, 1970) behavior emphasized in the virtualization of the real (BAUDRILLARD, 1991). As a result of a long historical process, these brands deepened their symbolic nature to the point of becoming Simulacra of individuals (simulacrum-goods) and the key postmodern technologies of the imaginary (SILVA, 2006), or devices for the creation and dispersion of imaginaries. By this nature, they offer consumerist imaginaries and discourses, strategically cut out as persona via anthropomorphization, to be absorbed by the selfs of subject-commodities (BAUMAN, 2007) in the existential market of consumers society (ibid.), which calls for the constant renewal of identities and subjectivities under idealized forms created through the incorporation of discourses and symbols found in goods. Since they're major representatives of this category, we believe that emotional brands can provide these identity kits like no other in this postmodern society where consumption and identity renewal must be permanent and the contact with the otherness and the real is, however, discouraged. These brands offer, as virtual entities, idealized identity references and, as technologies of the imaginary, ideal ambiences for experiencing them, since, at the same time that they supply with symbolic content and affection the empty public and intimate spaces, they sustain the existential bubble that the individuals, the postmodern Narcisus, grow around themselves. This research seeks to describe them as technologies capable of significantly influencing in this context of social breakdown and consumerism, the identities and subjectivities, highlighting the importance of studies on this topic. / Essa dissertação analisa o fenômeno das marcas emocionais, construídas e geridas pelo Branding Emocional (GOBÉ, 2002; ROBERTS, 2005), sob a ótica da sua participação na cultura e em seu papel de principal referência identitária em um contexto cultural pós-moderno caracterizado por uma rede semântica discursiva global (BAUMAN, 2001; LIPOVETSKY; SERROY, 2011) pautada pelo comportamento consumista (BAUMAN, 2007; LIPOVETSKY, 2007; CAMPBELL, 2006) e narcisista (ibidem; LASCH, 1970) enfatizado nos processos de virtualização do real (BAUDRILLARD, 1991). Decorrentes de um longo processo histórico, essas marcas aprofundaram sua natureza simbólica a ponto de tornarem-se simulacros de indivíduos (mercadorias-simulacro) e transformarem-se nas principais tecnologias do imaginário (SILVA, 2006) pós-moderno, ou dispositivos de criação e dispersão de imaginários. Por essa natureza, elas oferecem imaginários e discursos do consumismo estrategicamente talhados como persona via antropomorfização para serem absorvidos pelos selfs dos sujeitos commodities (BAUMAN, 2007) no mercado existencial da sociedade de consumidores (ibidem), que preconiza a constante renovação das identidades e subjetividades sob formas idealizadas, criadas através da incorporação de discursos e símbolos de mercadorias. Como representantes maiores dessa categoria, julgamos que as marcas emocionais podem fornecer esses kits identitários como nenhuma outra nessa sociedade pós-moderna em que consumo e renovação identitária devem ser permanentes e o contato com a alteridade e o real, em contrapartida, é desincentivado. Essas marcas oferecem, como entidades virtuais, referências identitárias idealizadas e, como tecnologias do imaginário, ambiências ideais para a vivência das mesmas, pois, ao mesmo tempo em que suprem com conteúdo simbólico e afeto os vazios espaços públicos e íntimos, mantém a bolha existencial que os indivíduos, os Narcisos pós-modernos, cultivam em torno de si. Essa pesquisa busca descrevê-las como tecnologias capazes de influenciar significativamente. nesse contexto social de desagregação e consumismo, as identidades e subjetividades, evidenciando a importância de estudos sobre esse tema.