Diferenciação, digitalização e marketplace : transformação das práticas dos agentes construtores do campo da oferta varejista editorial brasileira

• Ano de defesa: 2022
• Autor(a) principal: Souza, Carlos Alexsandro de Carvalho
• Orientador(a): Sartore, Marina de Souza
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Programa de Pós-Graduação: Pós-Graduação em Sociologia
• Palavras-chave em Português: Sociologia; Comércio eletrônico; Livreiros e livrarias; Diferenciação (sociologia); Comércio de livros no Brasil; Comércio varejista no Brasil; Digitalização; Mercado editorial; Campo da oferta varejista; Livrarias
• Palavras-chave em Inglês: Marketplace; Digitalization; Publishing market; Retail offer field; Bookstores
• Área do conhecimento CNPq: CIENCIAS HUMANAS::SOCIOLOGIA
• Link de acesso: http://ri.ufs.br/jspui/handle/riufs/16922

The brazilian publishing market has registered several transformations throughout its history. They were responsible for its institutionalization and differentiotion, which allowed the autonomy of the field of retail supply of editorial goods from the professionalization of the economic agentes and their practices. This process is represented by the ideal types mobilized in this thesis to indicate the representative agentes of the field in each analyzed time frame and the corresponding business models, as they revealed sociail dynamics that whent beyond this specific universe, indicating diferent convergences between editorial and economic capitals. Through them it was possible to locate the disputes and tactics of the agentes to convert their capitals into dominant positions and impose their vision as a legitimate visiono f the social world. The construction of the social genesis of economic practices, inspired by the economic sociology of Pierre Bourdieu played a decisive role in facing the research problem: How did digitalization agents intensify the transformations in the field of editorial retail supply? The thesis concluded that the most recente configuration of the field of the editorial retail offer is marked by the dissemination of new digital exchange spaces, the marketplaces, a factor that intensifies the representation of generalist digital retailers, agents until then “external” to the editorial field, to the detriment of the models of conventional bookstore chains, such as megastores. This framework emphasizes the relevance of financialization and digitalization processes that overlap strictly editorial capital in editorial retail, which has generated new forms of meditation, readjustment and relationship between the various links that make up the construction of the editorial retail offer in Brazil. In the same direction, the research showed that the implications of the economic recession in the field of editorial retail are not enough to explain the transformations in this universe, which is why it considered structural aspects in the changes in social practices and collective behavior.