Marlon Dalmoro

Fluxos e contrafluxos : a relação global e local mediada pelo mercado na cultura gaúcha

Este estudo adota uma perspectiva dialetica na analise dos fluxos globais e das estrategias de preservacao local frente as influencias externas. Com o objetivo de analisar os diferentes fluxos (globais e locais) que transitam no mercado local, focou-se na dinâmica resultante dos fluxos globais que reluzem no mercado local e a utilizacao do mercado para a emissao de fluxos locais. Para isso, adotou-se uma abordagem etnografica no mercado existente em torno da cultura gaucha. Os resultados apresentam diferentes fluxos globais e “contrafluxos”, termo criado para definir fluxos locais que emergem como forma alternativa ou em contraposicao aos fluxos globais. Observa-se, como resultado da interacao global- -local, a construcao de uma relacao hibrida e de conflitos entre os diferentes fluxos. O mercado demonstrou ser um local alternativo para a disseminacao de contrafluxos em resposta aos fluxos globais, visando a preservacao da cultura local. Normal 0 21 false false false PT-BR X-NONE X-NONE

A economia de bens simbólicos e a criação de um ambiente favorável à doação: uma análise das campanhas de incentivo à doação de órgãos e tecidos

This article aims to analyze which are the symbols that the National Transplant System (STN) produces to build a favorable environment for organ and tissue donation. The study is based on the analysis of symbolism in advertising discourses of Brazilian organizations that promote organ and tissue donation. A theoretical plan is presented to discuss the principles at the base of the economy of symbolic exchanges within a social logic. The article argues that this process stimulates altruistic behavior and aims to avoid the mercantile behavior around organ and tissue donation. In the empirical plan, a semiotic analysis in organ donation advertise campaigns was conducted, observing that public and private actors use a set of symbols aiming to establish subjective truths that stimulate the donation in opposition to mercantile behavior.

Arquétipos da gestão ambiental: proposição de um modelo a partir de empresas gaúchas

This paper aims to develop a descriptive model of basic behaviors of environmental management from the analysis of how local companies have managed the environmental issues. For this, we initially built a theoretical body on environmental management identifying possible types of environmental management behaviors. For empirical plan development, our data source was the Annual Review of Environmental Management Practices, published by Analises Editorial, describing environmental management practices of 49 companies, of 28 different branches of economy, located in Rio Grande do Sul - Brazil. Results show that environmental management behaviors have been guided by the involvement of top management in environmental management and establishment of goals and plans for organizational environmental development. Based on these results, we propose a model with five different archetypes that seek to express behaviors adopted in the environmental management by companies from Rio Grande do Sul - Brazil.

AS LÓGICAS DOS PRODUTORES INVISÍVEIS: SIGNIFICADOS CULTURAIS NA PRODUÇÃO AGRÍCOLA FAMILIAR

A producao agricola tem adotado padroes mundiais, orientada por uma logica produtivista por meio da producao em larga escala, busca constante de melhora de desempenho, aproveitamento da terra e maximizacao dos lucros. Estes significados orientam as atividades dentro da comunidade de produtores (PRESS, ARNOULD, MURRAY et al. , 2014), mas demonstram-se distantes das logicas da agricultura familiar, construidas a partir da valorizacao de aspectos sociais e culturais. Dessa forma, este estudo tem como objetivo compreender a criacao de significados culturais acerca da agricultura familiar e a forma como estes significados resultam na construcao de logicas distintas aquelas predominantes no agronegocio. Com base num referencial teorico acerca da construcao de significados culturais, adotou-se uma abordagem exploratoria por meio de um conjunto de entrevistas com pequenos produtores rurais. Os resultados forneceram tres categorias chaves que permeiam a criacao de significados na agricultura familiar: formacao identitaria dos produtores, significados dos alimentos e relacoes sociais. A analise integrada dos resultados indica a construcao de logicas envolvendo aspectos identitarios, sociais, culturais e de producao particulares da agricultura familiar. Os resultados contribuem com o desenvolvimento de politicas publicas e mercadologicas alternativas aquelas predominantes no agronegocio e que respeitam os significados culturais produzidos internamente em grupos nao hegemonicos na representacao social do universo agricola.

A Distância Temporal e o Ato de Presentear: Quando as Frustrações Dominam o Consumo

This article aims to analyze a scenario of giving, within a time gap, can be influenced by the frustration of an unfulfilled goal. From an experimental plan was checking the indulgence with others and with the gift at Christmas (Study 1), the influence of own frustrations (Study 2) and others (Study 3). The results show that the increase (decrease) of frustration with the layout for goal himself can generate indulgence (control) at the time of giving both to himself as another person.

Market Resistance in Developing Nations: The Sustenance of Gaucho Consumer Culture in Brazil

Legendary cowboys known as gauchos gained notoriety in South America during the period of colonization in Latin America. Although the gaucho cowboys were renegades in their origin, a widespread resurgence of popular interest in their tradition emerged in the 20th century among the inhabitants of the Brazilian State of Rio Grande do Sul (Oliven 1996; Jacob and Jaksic 2011). Enthusiasts created a formal structure, the Gaucho Traditionalism Movement—GTM, with the expressed purpose to re-create and preserve local traditions associate with a rural and agriculturally sustainable lifestyle. GTM activities involve cultural events and artifacts recognized to be gaucho cultural symbols, the consumption of which contributes to preservation the community imaginary face the cultural discontinuities and (post)colonial legacies in Latin America (Canclini 1995; Martin-Barbero 1993). Situating the study of market resistance in the cultural and post-colonial context of contemporary Gaucho Culture in Brazil, we explore consumers’ efforts to preserve a localized way of life and culture against the pressures for assimilating a dominant, larger national or international cultural and economic threat using the market structures. Adopting an ethnographic research design, we focus on the discourses and practices of consumers who participate in the GTM events and activities. These citizens live in the Rio Grande do Sul region of Brazil, a predominantly urban and modern scenario. However, it is precisely through their consumption activities in participating in the events and in products associated with gaucho symbols that they keep in touch with and reproduce the gaucho lifestyle. Findings attempt to describe the consumers’ support of an alternative and local market structure as a form of disseminates cultural resistance practices, even without leaving the mainstream market. We observe the sustenance of gaucho culture in consumption as a dialectical process that involves multiple agents’ interactions in a localized and cyclical valorization of market activities. The market becomes a strategic place where consumers act with GTM members and commercial agents to re-signify, enact, and legitimate gaucho cultural elements.

Purchase a New Car: The Effect of Impulsiveness in the Brazilian Market

Economic growth in Latin America is reflected also in auto market. On the contrary of established markets, car manufactures are attracted by the consumers’ disposition in buying a new car. Auto market grows around 10 % per year, pushed specially by Brazilian market increase. Brazil represents 68 % of the Latin America auto market (Powers 2012). The reduction of the tax for industrialized products in Brazil has drawn a new scenario for the marketing of cars in the country, reducing new car prices and stimulated buyers.

Consumidor fora de estrada: uma análise da cultura de consumo off-road

Cultural meanings construction and sharing through consumption activities has been defined as sub-culture of consumption (SCHOUTEN; MCALEXANDER, 1995). With an approach in off-road culture, I seek to understand how consumption mediates the cultural meaning and categories construction associated with 4wheels vehicles and the role of consumption of this type of vehicle in the creation and maintenance of off-road culture. This approach is motivated by the characteristics of culture off-road, which has the 4wheels vehicles as a totemic object. In conducting this study, I got inspiration in the ethnography, with data collection in three different stages of involvement, using observant participation and informal interviews. Results indicate that cultural meanings and categories emerge from the existence of an object viewed by the group as a totem – 4wheels vehicles. The creation and maintenance of off-road culture is resulted of different levels of interaction around the totem. It is understood, therefore, in the analyzed culture, cultural meanings and categories do not emerge from a simple consumption action, but an interaction of different levels (meanings/categories, actors and forms of consumption) around an object considered as a totem by the group.

Suscetibilidade à influência interpessoal e valor percebido no consumo de tênis de corrida

Duas correntes tradicionais nos estudos do marketing sao analisadas, neste artigo, para entender o consumo de tenis de corrida: suscetibilidade a influencia interpessoal e valor percebido. O objetivo do trabalho foi analisar as relacoes funcionais entre a influencia interpessoal e os valores utilitarios/hedonicos no consumo de tenis de corrida. Para isto, foi pesquisada uma base teorica fundamentada na escala Consumer Susceptibility to Interpersonal Influence (SUSCEP) e em referencias que trabalham valores utilitarios e hedonicos. Foram construidos teoricamente e validados quatro construtos que interligam quatro hipoteses. A presente pesquisa aplicou 319 questionarios em runners, na cidade de Porto Alegre, no estado do Rio Grande do Sul. A validacao dos construtos na pratica foi feita atraves do conjunto de tecnicas pertencente ao calculo de equacoes estruturais. Apos a validacao e analise do modelo, foram feitas as consideracoes finais dos achados desta pesquisa.