Construindo identidades, espaços e sentidos: o consumo cotidiano na cidade de São Paulo, um olhar sobre a Rua Augusta

• Ano de defesa: 2016
• Autor(a) principal: Bastos, Bruna Freire
• Orientador(a): Tondato, Marcia Perencin
• Banca de defesa: Casaqui, Vander , Perazzo, Priscila Ferreira
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Associação Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa em Comunicação e Práticas de Consumo da ESPM
• Departamento: Comunicação
• País: BR
• Palavras-chave em Português: comunicação; consumo; identidade; cidade; cotidiano
• Palavras-chave em Inglês: communication; consumption; identity; city; daily life
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/74

The subject of this thesis is the construction of identity in a contemporary metropolis, characterized by fragmentation and velocity. It focuses on exploring the constitution of images, imaginary and ideologies mobilized by citizens in their quotidian travel through the streets of São Paulo. The framework that sustains the research is based on the intersection between communication and consumption theories, relying mainly on Walter Benjamin, Néstor Garcia Canclini, Edgar Morin, Marcia Perencin Tondato among others relevant authors in this field. This work has three main objectives: a) The understanding of the relationship between material and cultural consumption habits and the identities assumed by respondents. b) Identify the meaning attributed to the city based on consumption habits of respondents. c) Explore citizens' feelings of belonging and their solidarity ties with the city, taking the Augusta Street as the research centered area. We structured the discussion in two parts: The first one explores the symbolic consumption of the city's identity in itself; the second one reflects on ordinary consumption as an exercise of identity, of belonging and of citizenship. The empirical reference was based on in-depth interviews with residents and workers located along Augusta Street in the city of S.P. The French approach of analyses of discourses allowed us to reflect about the interviewees discourses and their connection with the narratives of their identities and the city identities. Basically, Augusta Street's consumption is related to diversity and trends in contrast to other urban spaces that are characterized by their cold impersonality and monotony. The images that comes up from this diversity is articulated when we step into Augusta Street. Walking along its athmosphere of contrast and movement, it makes it possible for us to feel part of it. This feeling of belonging in dialogue with this sociability which can be felt both collectively and individually is always immerse in the consumption culture contents.