O reencantamento do consumo crítico : práticas coletivas de resistência a partir do consumo no Brasil e em Lisboa (Portugal)
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Data
2025-02-10
Autores
Ramos, Liliane Moreira
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Universidade Federal do Espírito Santo
Resumo
Based on two ethnographic encounters with collective experiences organized around consumption, triggered in the context of the COVID-19 pandemic, this thesis is articulated around the following question: why is consumption treated as a central theme for collectively thinking about society's problems and acting on them, in a context aggravated by the COVID-19 pandemic? Specifically, I analyze the construction of the context and the critique undertaken by the interlocutors within the scope of their engagement with the collective practices of which they were/are part; I seek to understand, based on the intersection with the pandemic context, how the meanings of consumption for the interlocutors were shaped or altered by different ways of experiencing COVID-19; and I also identify the collective practices activated as an expression of a critical morality through consumption. To this end, I conducted this research from an ethnographic theoretical-methodological orientation, within the anthropological perspective, which takes into account structural and symbolic aspects. The data were produced through multi-sited participant observation, with monitoring, in different localized and specialized digital spaces, of the involvement of interlocutors with two groups from the Social Consumption Laboratory of the Liberte o Futuro movement, in Brazil, carried out between August and December 2020; and by monitoring the participation of cooperative members in the activities of the consumer section of the integral cooperative Rizoma, in Lisbon, in person between September 2022 and February 2023, and remotely, through digital spaces, until November 2024. I argue that, if the interlocutors' strategies point to the rationalization of consumption as an ethical and moralistic direction, most of their daily tactics reveal a reenchantment of consumption practices through the valorization of sensitivity and the cultivation of positive emotions, such as pleasure, as a way of constructing and defending a way of life, equally activated in its critical morality. In this process, instead of seeking a unifying concept of consumption, the interlocutors, in their tensions, engage in processes of experimentation in the construction of projects and in the relationships resulting from them, in a regime of juxtaposition of values, instead of overcoming, without assuming a dispute between the objectivist and subjectivist views of consumption, but with the activation of practices derived from each of them as a way of creatively making everyday life viable in the desired direction
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Palavra-chave , Consumo crítico , Consumismo , Cooperativa de consumo , Reencantamento , Pandemia Covid-19 , Critical consumption , Consumerism , Consumption coops , Re-enchantment , Covid-19 pandemics