Transformação digital no varejo de moda: construção de sentido do consumo contemporâneo
Ano de defesa: | 2019 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Pontifícia Universidade Católica de São Paulo
|
Programa de Pós-Graduação: |
Programa de Estudos Pós-Graduados em Comunicação e Semiótica
|
Departamento: |
Faculdade de Filosofia, Comunicação, Letras e Artes
|
País: |
Brasil
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | https://tede2.pucsp.br/handle/handle/22406 |
Resumo: | The research seeks to understand the production of meaning of contemporary consumption mode in physical clothing stores, in which the presence of digital technologies is remarkable. The Amaro brand has been the most prominent in the in-line retail process, since the emergence of this format that integrates e-commerce to the physical environment; thus, three of its stores constitute the corpus of analysis, illustrating the contexts of Shopping Center (Pátio Higienópolis), shopping street (Oscar Freire) and commercial center (Vila Butantã), allied to the brand site, present in all stores as a mandatory part of the purchase process. As an epistemological objective, we will study, through socio-semiotics, how the languages of both environments work in syncretism in in-line stores, reiterating values of social life in the characterization of brand identity and commercial space. The hypotheses consider that the syncretism potentiates the languages from their individual characteristics when placed together; that digital technology inserted in the physical environment calls for a new way of knowing and doing that proposes new practices in commercial and social relations; that the value built by the brand is the subject's belonging to the contemporary cosmopolitan life. For theoretical foundation on the retail scenario, the main authors are: Parente, Souza, Semprini, Yanaze; Crescitelli, Beiguelman and Ferla; Mello and Trivinho help to understand the body immersed in the digitalized world; Greimas and other semioticians of the French line, such as Landowski, Floch, Oliveira, Martyniuk and Demetrescu provide the bases for the methodology of object analysis, under the concepts of generative path of meaning, regimes of meaning and interaction, consumption axiology and syncretism of languages in the enunciation of the commercial space. The analysis discriminated the configurations of the stores, allowed to see the strategies of enunciation of the spaces in syncretic language and to understand the practices of life in them exercised. It was concluded that the esthesis that characterizes the relations with the physical stores is mixed with the motivated and programmed interactions with digital devices, producing a dynamic flow in the routes of the customers in those spaces and creates modes of consumption and appearance of the consumer subject, aligned with their values of everyday life |
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Martyniuk, Valdenise Leziérhttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4763979Y5Matuzawa, Cintia Lie2019-07-17T10:07:15Z2019-06-19Matuzawa, Cintia Lie. Transformação digital no varejo de moda: construção de sentido do consumo contemporâneo. 2019. 115 f. Dissertação (Mestrado em Comunicação e Semiótica) - Programa de Estudos Pós-Graduados em Comunicação e Semiótica, Pontifícia Universidade Católica de São Paulo, São Paulo, 2019.https://tede2.pucsp.br/handle/handle/22406The research seeks to understand the production of meaning of contemporary consumption mode in physical clothing stores, in which the presence of digital technologies is remarkable. The Amaro brand has been the most prominent in the in-line retail process, since the emergence of this format that integrates e-commerce to the physical environment; thus, three of its stores constitute the corpus of analysis, illustrating the contexts of Shopping Center (Pátio Higienópolis), shopping street (Oscar Freire) and commercial center (Vila Butantã), allied to the brand site, present in all stores as a mandatory part of the purchase process. As an epistemological objective, we will study, through socio-semiotics, how the languages of both environments work in syncretism in in-line stores, reiterating values of social life in the characterization of brand identity and commercial space. The hypotheses consider that the syncretism potentiates the languages from their individual characteristics when placed together; that digital technology inserted in the physical environment calls for a new way of knowing and doing that proposes new practices in commercial and social relations; that the value built by the brand is the subject's belonging to the contemporary cosmopolitan life. For theoretical foundation on the retail scenario, the main authors are: Parente, Souza, Semprini, Yanaze; Crescitelli, Beiguelman and Ferla; Mello and Trivinho help to understand the body immersed in the digitalized world; Greimas and other semioticians of the French line, such as Landowski, Floch, Oliveira, Martyniuk and Demetrescu provide the bases for the methodology of object analysis, under the concepts of generative path of meaning, regimes of meaning and interaction, consumption axiology and syncretism of languages in the enunciation of the commercial space. The analysis discriminated the configurations of the stores, allowed to see the strategies of enunciation of the spaces in syncretic language and to understand the practices of life in them exercised. It was concluded that the esthesis that characterizes the relations with the physical stores is mixed with the motivated and programmed interactions with digital devices, producing a dynamic flow in the routes of the customers in those spaces and creates modes of consumption and appearance of the consumer subject, aligned with their values of everyday lifeA pesquisa busca entender a produção de sentido do modo de consumo contemporâneo em lojas físicas de confecções, nas quais a presença das tecnologias digitais é marcante. A marca Amaro é a que mais tem se destacado no processo in-line de varejo, desde o surgimento deste formato que integra o e-commerce ao ambiente físico; desse modo, três de suas lojas constituem o corpus de análise, dando a ver contextos de Shopping Center (Pátio Higienópolis), rua de comércio (Oscar Freire) e polo comercial (Vila Butantã), aliados ao site da marca, presente em todas as lojas como parte obrigatória do processo de compra. Como objetivo epistemológico, estudaremos, pela sociossemiótica, de que maneira as linguagens dos dois ambientes atuam em sincretismo nas lojas in-line, reiterando valores da vida social na caracterização da identidade da marca e do espaço comercial. As hipóteses consideram que o sincretismo potencializa as linguagens a partir de suas características individuais quando colocadas em conjunto; que a tecnologia digital inserida no ambiente físico convoca um novo modo de saber e de fazer que propõe novas práticas nas relações comerciais e sociais; que o valor construído pela marca é o de pertencimento do sujeito à vida cosmopolita da contemporaneidade. Para fundamentação teórica sobre o cenário do varejo, os principais autores são: Parente, Souza, Semprini, Yanaze; Crescitelli, Beiguelman e Ferla; Mello e Trivinho ajudam na compreensão do corpo imerso no mundo digitalizado; Greimas e demais semioticistas da linha francesa, como Landowski, Floch, Oliveira, Martyniuk e Demetrescu ofertam as bases para a metodologia de análise do objeto, sob os conceitos de percurso gerativo de sentido, regimes de sentido e de interação, axiologia do consumo e sincretismo de linguagens na enunciação do espaço comercial. A análise discriminou as configurações das lojas, permitiu ver as estratégias de enunciação dos espaços em linguagem sincrética e compreender as práticas de vida neles exercidas. Concluiu-se que a estesia que caracteriza as relações com as lojas físicas é mesclada às interações motivadas e programadas com aparatos digitais, produzindo um fluxo dinâmico nos percursos dos clientes nos espaços e perfaz modos de consumir e de parecer do sujeito consumidor alinhados aos seus valores de vida cotidiana atuaisCoordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPESapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/49759/Cintia%20Lie%20Matuzawa.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em Comunicação e SemióticaPUC-SPBrasilFaculdade de Filosofia, Comunicação, Letras e ArtesConsumoPonto de vendaModaAmaro.com ®Tecnologia digitalConsumptionRetailFashionDigital technologyCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAOTransformação digital no varejo de moda: construção de sentido do consumo contemporâneoinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTCintia Lie Matuzawa.pdf.txtCintia Lie Matuzawa.pdf.txtExtracted texttext/plain195620https://repositorio.pucsp.br/xmlui/bitstream/handle/22406/4/Cintia%20Lie%20Matuzawa.pdf.txtade7061196da8620d81e4cad65f68a7aMD54LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv |
Transformação digital no varejo de moda: construção de sentido do consumo contemporâneo |
title |
Transformação digital no varejo de moda: construção de sentido do consumo contemporâneo |
spellingShingle |
Transformação digital no varejo de moda: construção de sentido do consumo contemporâneo Matuzawa, Cintia Lie Consumo Ponto de venda Moda Amaro.com ® Tecnologia digital Consumption Retail Fashion Digital technology CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
title_short |
Transformação digital no varejo de moda: construção de sentido do consumo contemporâneo |
title_full |
Transformação digital no varejo de moda: construção de sentido do consumo contemporâneo |
title_fullStr |
Transformação digital no varejo de moda: construção de sentido do consumo contemporâneo |
title_full_unstemmed |
Transformação digital no varejo de moda: construção de sentido do consumo contemporâneo |
title_sort |
Transformação digital no varejo de moda: construção de sentido do consumo contemporâneo |
author |
Matuzawa, Cintia Lie |
author_facet |
Matuzawa, Cintia Lie |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Martyniuk, Valdenise Leziér |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4763979Y5 |
dc.contributor.author.fl_str_mv |
Matuzawa, Cintia Lie |
contributor_str_mv |
Martyniuk, Valdenise Leziér |
dc.subject.por.fl_str_mv |
Consumo Ponto de venda Moda Amaro.com ® Tecnologia digital |
topic |
Consumo Ponto de venda Moda Amaro.com ® Tecnologia digital Consumption Retail Fashion Digital technology CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
dc.subject.eng.fl_str_mv |
Consumption Retail Fashion Digital technology |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO |
description |
The research seeks to understand the production of meaning of contemporary consumption mode in physical clothing stores, in which the presence of digital technologies is remarkable. The Amaro brand has been the most prominent in the in-line retail process, since the emergence of this format that integrates e-commerce to the physical environment; thus, three of its stores constitute the corpus of analysis, illustrating the contexts of Shopping Center (Pátio Higienópolis), shopping street (Oscar Freire) and commercial center (Vila Butantã), allied to the brand site, present in all stores as a mandatory part of the purchase process. As an epistemological objective, we will study, through socio-semiotics, how the languages of both environments work in syncretism in in-line stores, reiterating values of social life in the characterization of brand identity and commercial space. The hypotheses consider that the syncretism potentiates the languages from their individual characteristics when placed together; that digital technology inserted in the physical environment calls for a new way of knowing and doing that proposes new practices in commercial and social relations; that the value built by the brand is the subject's belonging to the contemporary cosmopolitan life. For theoretical foundation on the retail scenario, the main authors are: Parente, Souza, Semprini, Yanaze; Crescitelli, Beiguelman and Ferla; Mello and Trivinho help to understand the body immersed in the digitalized world; Greimas and other semioticians of the French line, such as Landowski, Floch, Oliveira, Martyniuk and Demetrescu provide the bases for the methodology of object analysis, under the concepts of generative path of meaning, regimes of meaning and interaction, consumption axiology and syncretism of languages in the enunciation of the commercial space. The analysis discriminated the configurations of the stores, allowed to see the strategies of enunciation of the spaces in syncretic language and to understand the practices of life in them exercised. It was concluded that the esthesis that characterizes the relations with the physical stores is mixed with the motivated and programmed interactions with digital devices, producing a dynamic flow in the routes of the customers in those spaces and creates modes of consumption and appearance of the consumer subject, aligned with their values of everyday life |
publishDate |
2019 |
dc.date.accessioned.fl_str_mv |
2019-07-17T10:07:15Z |
dc.date.issued.fl_str_mv |
2019-06-19 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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masterThesis |
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dc.identifier.citation.fl_str_mv |
Matuzawa, Cintia Lie. Transformação digital no varejo de moda: construção de sentido do consumo contemporâneo. 2019. 115 f. Dissertação (Mestrado em Comunicação e Semiótica) - Programa de Estudos Pós-Graduados em Comunicação e Semiótica, Pontifícia Universidade Católica de São Paulo, São Paulo, 2019. |
dc.identifier.uri.fl_str_mv |
https://tede2.pucsp.br/handle/handle/22406 |
identifier_str_mv |
Matuzawa, Cintia Lie. Transformação digital no varejo de moda: construção de sentido do consumo contemporâneo. 2019. 115 f. Dissertação (Mestrado em Comunicação e Semiótica) - Programa de Estudos Pós-Graduados em Comunicação e Semiótica, Pontifícia Universidade Católica de São Paulo, São Paulo, 2019. |
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Pontifícia Universidade Católica de São Paulo |
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Programa de Estudos Pós-Graduados em Comunicação e Semiótica |
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PUC-SP |
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Brasil |
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Faculdade de Filosofia, Comunicação, Letras e Artes |
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Pontifícia Universidade Católica de São Paulo |
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