Discurso sobre o consumo nos blogs da comunidade de Vivir Al Máximo

• Ano de defesa: 2016
• Autor(a) principal: Jiménez, Herman Daniel Afanador
• Orientador(a): Hoff, Tania Marcia Cezar
• Banca de defesa: Nunes, Mônica Rebecca Ferrari , Costa, Rogério Pereira da
• 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; blogs; discurso; cibercultura
• Palavras-chave em Inglês: communication; consumption; blogs; discourse; cyberculture
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/77

New media formats, high Internet speed and access from electronic devices such as laptops and smartphones make it possible to almost every person to write to people from anywhere. That way, technology companies now allow the rise of new communicators, that throughout this thesis dissertation we will call by the name of bloggers. Considering the context of globalization and postmodernity, the objective of this research is to analyze the consumption discourse and the biopolitical summons promoted by the blogs of a community named Vivir Al Máximo, whose roots are in a travel blog that opposes against exaggerated consumption. With the aim of reaching our objective, two parts compose this dissertation: a theoretical and a methodological. About the theoretical part, we approach the axes of communication from a contextualization of the universe of blogs and cyberculture , consumption and discourse analysis. About methodology, we analyzed the community Vivir Al Máximo discourses, considering in-depth interviews with some of its members, looking to verify the logics on which the consumption discourse proposed by them is built, from their conceptions around exaggerated and moderate consumption, work, money and financial education. The results show us that, according to the analyzed corpus, the notion of consumption proposed by the community escapes from the exaggerated consumption and proposes a consumption in which what is material is consumed by its usage value and not by its brand, as proposed by the advertising industry. It seems that, under that conception, consumption stands against consumerism, that privilege having, accumulating and spending: meanwhile, in spite of exalting the experience and the immaterial, it takes elements that make possible that exaggerated consumption within a society based in the free market to be sustainable: not investing money in material things, but in experiences and non-material commodities.