Menos consumo, mais sentido: a constituição de subjetividades na ambiência comunicacional contemporânea

• Ano de defesa: 2022
• Autor(a) principal: Vollmer, Lara Cristina
• Orientador(a): Tondato, Marcia Perencin
• Banca de defesa: Castro, Gisela Granjeiro da Silva, Cogo, Denise Maria, Magno, Maria Ignês Carlos, Fontenelle, Isleide de Arruda
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Doutorado em Comunicação e Práticas de Consumo
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comunicação; consumo; subjetividade; slowsumerismo; Identidade
• Palavras-chave em Inglês: communication; consumption; subjectivity; slowsumerism; identity
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/625

The need to reduce production and consumption is recent in human history, and the debate about more responsible consumption is broad and complex, as it comprises demands such as ecology and the environment, ethics, activism, physical and mental health, globalization, fulfillment and sense of self and meaning of life, among so many other issues that overlap and interrelate in an unsettling way. Through a qualitative research, the objective of the presented thesis is to promote a reflection about the relationship between lifestyle and meaning of life in the context of a complex society, mediatized and guided by consumption, problematizing it in this context. Therefore, two poles of subjectivity that emerge in this contemporary communicational environment were analysed: the pole of the neo-subject – a concept by Dardot & Laval about the individual who embraces the prevailing neoliberal capitalist system and responds promptly to that –, and the one who came to be called slowsumer: a subject whose consumption proposes a sociocultural change in favor of the reduction of environmental impacts through the deceleration of daily life and the full exercise of planetary citizenship. In this sense, the study was unfolded in three different moments. The first was motivated by theoretical operators such as Bauman, Fontenelle, Pelbart, Rolnik and Safatle, who discuss the contemporary neoliberal condition and its production of subjectivities, which have been distancing the individual from his nature and affections through Bourdieu's symbolic violence and Han's neuronal violence concepts. The second moment corresponds to the survey of the universe that constitutes and crosses the identity of this second subject, the slowsumer, in order to allow us to explore aspects that are considered relevant to the study, such as their motivations, theories, practices, social and resistance movements, public and private policies and directed communication, with the objective of tracing a panorama to better guide this study. The third moment comprised the empirical research and its analysis, in which a qualitative approach is used, applying the technique of semi-structured interview as a methodological basis, and the methods of oral history and life narratives, from the perspective of Discourse Analysis. Considering the exploration of the subjectivities that question the two poles – neo-subject and slowsumer –, as well as the confrontation between theory and empiricism, it is possible to understand how these identities are constituted and what is the relationship between consumption and the search for sense of self and meaning of life, as presented by authors such as Frankl, Russell and Krenak. With all this scenario, however, emergency of a more assertive media exploration (slow media) on what is understood here as slowsumerism is requested: a lifestyle that intends for a more restrained and hesitant consumption, that is, with less things and more meaning, in favor of a new order of living, more beneficial to the world and humanity.