Banca de DEFESA: BRUNO ANSELMO DA SILVA

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
STUDENT : BRUNO ANSELMO DA SILVA
DATE: 22/02/2022
TIME: 08:00
LOCAL: Videoconferência Via Google Meet (Pandemia Covid19)
TITLE:

Real food: consumption, communication and belief

KEY WORDS:

Real food. Communication. Consumption. Orientalization of the West. Religion.

PAGES: 214
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUMMARY:

This study adopts the methodological approach used by Weber in The Protestant Ethic and the Spirit of Capitalism (2004) to investigate the religious ideas and motivations underlying the phenomenon of consumption of Real Food (RF), understood as the widespread and growing appreciation of healthy, ecological and ethical food in Brazil today. The goal is to identify and understand the beliefs that ethically ground the behavior of consumers, based on the discourses and practices that make up the aforementioned phenomenon, which trigger a striking process of transformation in the ideas and beliefs of Brazilians. We understand RF as one of the manifestations of the cultural exchange process detailed by Campbell in “The Easternization of the West” (2007), according to which the worldview that has traditionally characterized the West has been radically and gradually abandoned by a typically Eastern worldview. From the foundations of Communication theory in dialogue with concepts from Aristotelian Rhetoric, from the Discourse Analysis of French-line and from Peirce's Theory of Signs, the communicative potential of food is recognized. We examine, on one side, the
representative character of food, in order to discover what the RF communicates or which objects it refers to, and, on the other, we analyze what is said about food, especially in current Brazilian advertising. The various advertising cases that make up the corpus of the research represent rhetorical strategies of 17 advertising brands, which fight among themselves to lead consumers to persuasion and establish the same lasting bonds. The many similarities of the aforementioned consumption phenomenon with the beliefs of New Age spiritualities and with the ideas of the romantic movement are supported by the analyzes of authors such as Campbell (2001, 2006, 2007), Duarte (2011), Guerriero (2004, 2009, 2014, 2016A, 2016B), Hanegraaff (2017), Heelas (2008), Löwy and Sayre (2015) and Sire (2018). The gradual and massive incorporation of the premises of these two movements substantiates our central argument, that Brazilian consumers have abandoned the belief system that traditionally gave them meaning, security and guided their behavior, for another way of believing, in tune with the doctrine of karma and therefore based on an impersonal and immanent divine force. 

BANKING MEMBERS:
Externo à Instituição - SILAS GUERRIERO - PUC - SP
Externo à Instituição - DONIZETE APARECIDO RODRIGUES
Externo à Instituição - GERSON FRANCISCO DE ARRUDA JUNIOR - UNICAP
Interna - 2312853 - IZABELA DOMINGUES DA SILVA
Presidente - 1654570 - KARLA REGINA MACENA PEREIRA PATRIOTA