O discurso verde chega ao tempo do consumo: a construção de sentido no discurso institucional da Wal-Mart

• Ano de defesa: 2008
• Autor(a) principal: Cintra, Flávia Pascoal
• Orientador(a): Santos, Luciane Lucas dos
• Banca de defesa: Hoff, Tania Marcia Cezar
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comunicação; consumo; varejo; sustentabilidade
• Palavras-chave em Inglês: communication; consumption; retail; sustainability
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/206

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.