Nova Normalidade? Consumo e Identidade entre Reprodução de Desigualdades Sociais e Transformação Social no Brasil

Main Article Content

Thomas Kühn
Daniela Gomes Alcoforado
Miriam Leite Farias

Resumo

pandemia do COVID-19 vem transformando realidades econômicas, políticas e sociais, numa chamada "nova normalidade". Aprender a lidar com essa contingência requer (re)construção de identidade das pessoas. Neste estudo, analisamos criticamente as narrativas de mudança e as práticas de consumo de brasileiros entrevistados no período de distanciamento social. Para isso, utilizamos lentes teóricas de Fromm, Rosa e Kühn. Nossos resultados evidenciam que a pandemia estimula as pessoas a refletir com responsabilidade sobre seu consumo, mas também destacam como o consumo contribui para a reprodução da desigualdade social, levando a polarizações dentro da sociedade

Downloads

Não há dados estatísticos.

Article Details

Como Citar
Kühn, T. ., Alcoforado, D. G., & Farias, M. L. . (2020). Nova Normalidade? Consumo e Identidade entre Reprodução de Desigualdades Sociais e Transformação Social no Brasil. Sociedade E Estado, 35(03), 787–813. https://doi.org/10.1590/s0102-6992-202035030006
Seção
Dossiê
Biografia do Autor

Thomas Kühn, Psychoanalytic University (IPU)

Professor de psicologia organizacional na International Psychoanalytic University (IPU) de Berlim. Diretor do Erich Fromm Study Center, na mesma universidade

Daniela Gomes Alcoforado, Universidade Federal de Pernambuco (UFPE)

Doutoranda no programa de pós-graduação em Administração da Universidade Federal de Pernambuco, com período de intercâmbio na International Psychoanalytic University (IPU) de Berlim. Pesquisadora convidada na International Psychoanalytic University (IPU) de Berlim

Miriam Leite Farias, Universidade Federal de Pernambuco (UFPE)

Doutoranda no programa de pós-graduação em Administração da Universidade Federal de Pernambuco, com período de intercâmbio na SKEMA Business School, Lille, France

Referências

ARNOULD, E. J.; THOMPSON, C. J. Introduction: consumer culture theory: ten years gone (and beyond). Consumer Culture Theory, v. 17, p. 1-21, 2015. [ Links ]

______. Consumer culture theory (and we really mean theoretics): dilemmas and opportunities posed by an academic branding strategy. Research in Consumer Behavior, v. 11, n. 3, 2007. [ Links ]

ASONYE, C. There’s nothing new about the “new normal”. Here’s why. World Economic Forum. June 5, 2020. Available at: <https://www.weforum.org/agenda/2020/06/theres-nothing-new-about-this-new-normal-heres-why/> Accessed in: Oct. 5, 2020. [ Links ]

BLANCHÉ, U. Kultur und Kommerz bei Bansky und Damien Hirst. Bielefeld (DE): Transcript, 2012. [ Links ]

BOURDIEU, P. Distinction: a social critique of the judgement of taste. Cambridge (MA): Harvard University Press, 1982. [ Links ]

BRAUN, V.; CLARKE, V. Reflecting on reflexive thematic analysis. Qualitative Research in Sport, Exercise and Health, v. 11, n. 4, p. 589-597, 2019. [ Links ]

______. Using thematic analysis in psychology. Qualitative research in psychology, v. 3, n. 2, p. 77-101, 2006. [ Links ]

BRIGGS, D.; ELLIS, A.; LLOYD, A.; TELFORD, L. New hopes or old futures in disguise? Neoliberalism, the Covid-19 pandemic and the possibility for social change. International Journal of Sociology and Social Policy. Accepted/in press, 2020. [ Links ]

BUBLITZ, M.; CZARKOWSKI, N.; HANSEN, J.; PERACCHIO, L.; TUSSLER, S. Pandemic reveals vulnerabilities in food access: confronting hunger amidst a crisis. Journal of Public Policy & Marketing, published on-line May 28, 2020. [ Links ]

CROCKETT, D.; GRIER, S. A. Race in the marketplace and Covid-19. Journal of Public Policy & Marketing, published on-line May 28, 2020. [ Links ]

DOLBEC, P.-Y.; FISCHER, E. Refashioning a field? Connected consumers and institutional dynamics in markets. Journal of Consumer Research, v. 41, n. 6, 2015. [ Links ]

DW. Como o novo coronavírus acentua as desigualdades sociais no Brasil. Apr. 2020. Retrieved from: <https://www.dw.com/pt-br/como-o-novo-coronav%C3%ADrus-acentua-as-desigualdades-no-brasil/a-53256164>. Accessed in: Sep. 13, 2020. [ Links ]

EHNIS, P.; BECKMANNS.; KÜHN, T.; MOHR, M. Gesellschaftlicher Wandel und personale Identität in der Spätmoderne. Von der Schwierigkeit, Wandel und Persistenz gleichermaßen zu erfassen. Psychologie und Gesellschaftskritik, n. 2-3, p. 151-170, 2015. [ Links ]

FOLHA DE SÃO PAULO. “Nas classes D e E, 51% perderam metade da renda ou mais na pandemia”. May, 2020. Retrieved from: <https://www1.folha.uol.com.br/empreendedorsocial/2020/05/nas-classes-d-e-e-51-perderam-metade-da-renda-ou-mais-na-pandemia.shtml>. Accessed in: Sept. 14, 2020. [ Links ]

FROMM, E. My own concept of man. Fromm Forum, n. 17, p. 5-10. 1969-2013. Retrieved from: <https://www.fromm-gesellschaft.eu/images/pdf-Dateien/1977g-eng.pdf>. Accessed in: Oct. 5, 2020. [ Links ]

______. The revolution of hope. Toward a humanized technology. New York: American Mental Health Foundation, 1968-2010. [ Links ]

______. To have or to be? New York: Harper & Row, 1976. [ Links ]

______. The sane society. New York: Rinehart, 1955 [ Links ]

______. Escape from freedom. New York: Farrar & Rinehart, 1941 [ Links ]

FUNK, R.; MCLAUGHLIN, N. (Eds.). Towards a human science: the relevance of Erich Fromm for today. Gießen (DE): Psychosozial. 2015. [ Links ]

FUNK, R.; KÜHN, T. (Eds.) Putting society on the couch. Fromm Forum, 23e, Special English Edition, 2019. Retrieved from: < https://www.fromm-gesellschaft.eu/index.php/en/publications/fromm-forum-english/657-fromm-forum-23-2020>. Accessed in: Oct. 5, 2020. [ Links ]

KEUPP, H.; AHBE, T.; GMÜR, W.; HÖFER, R.; MITZSCHERLICH, B.; KRAUS, W.; STRAUS, F. Identitätskonstruktionen: Das Patchwork der Identitäten in der Spätmoderne. 2. überarbeitete Auflage. Reinbek (DE): Rowohlt, 2002. [ Links ]

KÜHN, T. Leadership in a digitally transforming social world based on Fromm’s humanistic approach. Fromm Forum, 23e, Special English Edition, p. 95-107, 2019. Retrieved from: <https://www.fromm-gesellschaft.eu/images/pdf-Dateien/Kuehn_T_2019.pdf>. Accessed in: Oct. 5, 2020. [ Links ]

______. Kritische Sozialpsychologie des modernen Alltags. Zum Potenzial einer am Lebenslauf orientierten Forschungsperspektive. Wiesbaden (DE): Springer VS, 2015a. [ Links ]

______. Reproduktion der Ungleichheit im Lebenslauf. In: Rehbein, B.; Baumann, B.; Costa, L.; Fadaee, S.; Kleinod, M.; Kühn, T.; Maciel, F.; Maldonado, K.; Myrczik, J.; Schneickert, C.; Silva, A.; Silva, E.; Sommer, I.; Souza, J.; Visser, R. Reproduktion sozialer Ungleichheit in Deutschland, p. 219-243. Konstanz (DE): UVK, 2015b. [ Links ]

______. Construction of belongingness in late modernity. National Pride in Brazil from a Social Inequality Research Perspective. In: Sullivan, G. B. (Ed.). Understanding collective pride and group identity. New directions in emotion theory, research and practice, p. 161-172. London: Routledge, 2014. [ Links ]

KÜHN, T.; LANGER, P. C. Qualitative Sozialpsychologie. In: MEY, G., MRUCK, K. (Eds.). Handbuch Qualitative Forschung in der Psychologie, p. 361-380. Wiesbaden (DE): Springer VS, 2020. [ Links ]

KÜHNER, A.; PLODER, A.; LANGER, P.C. Introduction to the special issue: European contributions to strong reflexivity. Qualitative Inquiry, v. 22. n. 9, 2016. [ Links ]

LURY, C. Consumer culture. Cambridge (UK): Polity Press. 1996. [ Links ]

MCDONALD, M.; GOUGH, B.; WEARING, S.; DEVILLE, A. Social psychology, consumer culture and neoliberal political economy. Journal for the Theory of Social Behaviour, v. 47, n. 3, p. 363-379, 2017. [ Links ]

PATTON, Michael Q. Qualitative research & evaluation methods. 3. ed. Thousand Oaks (CA): Sage, 2002 [1990]. [ Links ]

RITZER, G.; GOODMAN, D.; WIEDENHOFT, W. Theories of consumption. In: Ritzer, G.; Smart, B. (Eds.). Handbook of social theory, p. 410-426. Thousand Oaks (CA): Sage, 2001. [ Links ]

ROSA, H. Die Quelle aller Angst und die Nabelschnur zum Leben: Erich Fromms Philosophie aus resonanztheoretischer Sicht. Fromm Forum, v. 23, p. 144-160, 2019. Retrieved from: <https://www.fromm-gesellschaft.eu/images/pdf-Dateien/Rosa_H_2019.pdf>. Accessed in: Oct. 5, 2020. [ Links ]

______. Resonanz. Eine Soziologie der Weltbeziehung. Berlin: Suhrkamp, 2016. [ Links ]

______. Identität und kulturelle Praxis: Politische Philosophie nach Charles Taylor. Frankfurt am Main (DE): Campus, 1998. [ Links ]

SAAD-FILHO, A. From Covid-19 to the End of Neoliberalism. Critical Sociology, May 29, 2020. Retrieved from: <https://doi.org/10.1177/0896920520929966>. Accessed in: Sep. 17, 2020. [ Links ]

SCHNEIDER, N. F. Konsum und Gesellschaft. In: ROSENKRANZ, D., SCHNEIDER, N.F. (Eds.). Konsum. Soziologische, ökonomische und psychologische Perspektiven, p. 9-22. Opladen (DE): Leske und Budrich, 2000. [ Links ]

SOLTY, I. The bio-economic pandemic and the western working classes. SP: The Bullet, March 24, 2020. Retrieved from: <https://socialistproject.ca/2020/03/bioeconomic-pandemic-and-western-working-classes/>. Accessed in: Sep. 15, 2020. [ Links ]

SOUZA, J. Die Naturalisierung der Ungleichheit. Ein neues Paradigma zum Verständnis peripherer Gesellschaften. Wiesbaden (DE): Springer VS. 2008. [ Links ]

SOUZA, J. A guerra contra o Brasil. Rio de Janeiro: Estação Brasil, 2020. [ Links ]

SOUZA, J., MATTOS, P. (Eds.). Teoria crítica no século XXI. São Paulo: Annablume, 2007. [ Links ]

UN, UNITED NATIONS. Policy brief: the impact of Covid-19 on food security and nutrition. Jun, 2020. Retrieved from: <https://reliefweb.int/report/world/policy-brief-impact-Covid-19-food-security-and-nutrition-june-2020>. Accessed in: Aug. 27, 2020. [ Links ]

VOSWINKEL, S. Gekaufte Wertschätzung? Anerkennung durch Konsum. In: Honneth, A., Lindemann, O., Voswinkel, S. (Eds.). Strukturwandel der Anerkennung: Paradoxien sozialer Integration in der Gegenwart, p. 121-154. Frankfurt am Main (DE): Campus, 2013. [ Links ]

WITZEL, A.; REITER, H. The problem-centered interview. London: Sage, 2012. [ Links ]

ZIMMER, B. How normalcy went from misnormer to safe world. The Atlantic. April 10, 2020. Retrieved from: <https://www.theatlantic.com/culture/archive/2020/04/how-normalcy-became-a-safe-word/609805/>. Accessed in: Oct. 5, 2020. [ Links ]