New Normalcy? Consumption and Identity between Reproduction of Social Inequalities and Social Transformation in Brazil

Authors

DOI:

https://doi.org/10.1590/s0102-6992-202035030006%20

Keywords:

Pandemic. Social Inequality. Consumption. Identity. Fromm

Abstract

The COVID-19 pandemic has been transforming economic, political and social realities into a so-called "new normalcy". Learning to cope with this contingency requires (re)construction of people's identity. In this study, we critically analyze the narratives of change and the consumption practices of Brazilians interviewed during the period of social distancing. We follow a critical social-psychological approach based on the works of Fromm, Rosa and Kühn. Our results show that the pandemic encourages people to reflect responsibly on their consumption, but also highlight how consumption contributes to the reproduction of social inequality, leading to polarizations within society.

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Author Biographies

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 (UFPE), Recife, PE, Brasil. Pesquisadora convidada na International Psychoanalytic University (IPU), Berlim

Miriam Leite Farias , Universidade Federal de Pernambuco(UFPE)

doutoranda no Programa de Pós-Graduação em Administração da Universidade Federal de Pernambuco(UFPE), Recife, PE, Brasil, com período de intercâmbio na Skema Business School, Lille, France.

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Published

2020-11-27

How to Cite

Kühn, T., Alcoforado, D. G. ., & Farias , M. L. (2020). New Normalcy? Consumption and Identity between Reproduction of Social Inequalities and Social Transformation in Brazil. Sociedade E Estado, 35(03), 787–813. https://doi.org/10.1590/s0102-6992-202035030006