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Previous issue date: 2008-04-16 / Consumption is regarded as a social encoder, a setting where identities are formed and reaffirmed. As such, the study herein intends to investigate the cultural and economic ramifications of the consumption phenomenon, with specific focus on the retail. The major goal was to analyze the consistency or inconsistency of the discursive approach upheld by retailing chain Wal-Mart, which is based on the principles of sustainability. Thus, the core theme of the study herein is the institutional discourse of retailing chain Wal-Mart in terms of its discursive approach towards sustainable consumption. Having the retail industry’s discursive practices as the object of study, and with Wal-Mart standing as one of the icons of consumption, we have strived to question the possibility of a real and concrete stake in sustainability, since the retail is so marked by the idea of programmed obsolescence. The study herein strived to find out to what extent Wal-Mart’s discourse, waging on sustainable
consumption, may be viable, since the very nature of that chain, as well as its past relationships with its employees, suppliers and communities, all point to a different direction. / O consumo é apontado como um codificador social, terreno onde as identidades são constituídas e afirmadas. Dessa forma, pretendemos investigar neste estudo, como se dão os desdobramentos culturais e econômicos do fenômeno do consumo, com um foco específico para o varejo. O objetivo principal foi analisar a coerência ou incoerência da aposta discursiva da rede varejista Wal-Mart, que se baseia nos princípios da sustentabilidade. Portanto, o tema deste estudo é o discurso institucional da rede varejista Wal-Mart no que diz respeito à sua aposta discursiva no consumo sustentável. Tendo como objeto de estudo as práticas discursivas do varejo e sendo a Wal-Mart um dos ícones do consumo, buscamos questionar a possibilidade de haver uma aposta real e concreta na sustentabilidade, por ser o varejo tão marcado pela idéia da obsolescência programada. Este estudo buscou saber em que medida o discurso da Wal-Mart, de aposta no consumo sustentável, pode ser viável quando a própria natureza desta rede, bem como a sua história de relacionamento com seus empregados, fornecedores e comunidade apontam para outro sentido.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.espm.br:tede/206 |
| Date | 16 April 2008 |
| Creators | Cintra, Flávia Pascoal |
| Contributors | Santos, Luciane Lucas dos, Hoff, Tania Marcia Cezar |
| Publisher | Escola Superior de Propaganda e Marketing, Programa de Mestrado em Comunicação e Práticas de Consumo, ESPM, Brasil, ESPM::Pós-Graduação Stricto Sensu |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da ESPM, instname:Escola Superior de Propaganda e Marketing, instacron:ESPM |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | 1478719854366591830, 500, 500, 600, -4455193753091852328, -4056021055502874573 |
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