Consumption Studies

El consumo en tiempos de crisis: una aproximación sociológica a la distribución del gasto en España

by Gaspar Brändle

Marketing “Gamer Foods”: Qualitative Insights into Responsible Strategy Development

by James M. Cronin

C-authored with Dr. Mary McCarthy, published in the Journal of Food Products Marketing

The purpose of this article is to explore the video-gaming experience as a novel consumption occasion for snack foods... more The purpose of this article is to explore the video-gaming experience as a novel consumption occasion for snack foods and to provide insights into responsible marketing strategy development. Consumers' desired food product attributes, their motivating conditions to snack while gaming, and the environment in which this takes place are explored qualitatively through 14 in-depth interviews and 10 separate points of field observation. The findings indicate certain unhealthy food products are valued during the occasion for their social hedonic appeal but also for the basic function of fuelling long marathons of concentration and competition. Results are used to inform strategic considerations which are presented using the traditional marketing mix framework of product, promotion, price, and place of distribution. Therein, management is cautioned toward the obesogenic elements of the consumption occasion and this is a critical consideration throughout. Management is strongly advised to develop and promote healthier snacks as part of facilitating an enabling environment for sustainable food choices.

Por uma teoria da publicização: transformações no processo publicitário

by Vander Casaqui

This article focuses on the analysis of changes in the advertising process, influenced by the current scenario, which... more This article focuses on the analysis of changes in the advertising process, influenced by the current scenario, which combines new technicities, sociabilities, ritualities and institucionalities — configured in meeting points between consumers, producers, goods and communication flows. The structure of our thinking is based on the map of mediations proposed by Martín-Barbero: we start from the discussion about the cultural matrices of advertising to reach the issues of communication contracts updated by contemporary forms of communication linked to consumption. This theoretical approach aims to delimit the focus of interest in studies of publicization — a concept that covers the mutations of the strategies involving persuasive communication of the corporations, brands and goods.

Crang, M. (2012). "Negative images of consumption: cast offs and casts of self and society." Environment and Planning A 44(4): 763-767.

by Michael Crang

commentary piece with free access

There has been a recent spate of artistic work focusing on (over)consumption using the lens of disposal and discard.... more There has been a recent spate of artistic work focusing on (over)consumption using the lens of disposal and discard. In this brief commentary I will try to sketch out a few common themes across some of this work, showing how it connects with and challenges social science work on consumption and which registers it uses for thinking about the waste our societies create. Much work on consumption has referenced the thought of Michel de Certeau around consuming as appropriation. The artworks highlighted here suggest we might reflect more on his via negativa and concern with opacity, occlusion, and indeed the shadows things castöthe negatives of objects. The art here suggests consumption is not just the obverse of production, but a photographic negative or its material imprint in a cast. Part of the force of these of works is the old but powerful and necessary trick of taking something unthought and unseen and rendering it visible in new ways. But moving beyond much work in consumption, they speak not to layering meaning onto things, but also how it can be stripped away.
These artworks connect a sense of dissipation and decay as temporality in the unravelling and unbecoming of things. In that unravelling the materiality becomes more evident as the form is lost. And their signification is precisely the connection of unbecoming as material process with its adjectival sense as being disreputable. These artworks ask us not to attend to the arts of memory and conservation through material culture, not to look at those autotopographies that are full of meaning and life, but instead to use wastes to show them as the empty casts and imprints of lives. The imprints of wastes are the indexical signs of, and materially linked to, worlds lived and things inevitably consumed and used up. These are the landscapes struck in the likeness of current society.

A Publicidade das Instituições Bancárias em Situação de Conflito com seu Público- Alvo

by Vander Casaqui

Neste artigo, analisamos as estratégias comunicacionais de algumas das principais instituições bancárias do país, sob... more Neste artigo, analisamos as estratégias comunicacionais de algumas das principais instituições bancárias do país, sob a ótica do ethos publicitário. A dinâmica do processo publicitário, na relação interdependente entre o ethos projetado do anunciante, elaborado em função do público-alvo de sua entrada-em-cena, faz perceber, através do corpus selecionado, traços de negociação simbólica que apontam para uma situação
contemporânea de conflito; emerge, dessa forma, o ethos cético e insatisfeito do consumidor, abordado em estratégias distintas pelas várias marcas que procuram incorporar, dissimular, redirecionar, responder ao ethos do público percebido no projeto
de ressemantização, de desconstrução do campo simbólico de atuação bancária.

A seleção brasileira vai à guerra: consumo, trabalho, nação na publicidade da Copa do Mundo de 2010

by Vander Casaqui

Title:
The brazilian team goes to war: consumption, work, the nation in 2010 World Cup advertising
more Title:
The brazilian team goes to war: consumption, work, the nation in 2010 World Cup advertising

Abstract:
This article examines the discourses raised about the national soccer team during the 2010 World Cup. Our main focus are the advertisements of Brahma beer, official sponsor of the Brazilian team, which nurtured the concept of a “warrior team”, identified in narratives about the team itself, at the intersections between the sport, consumption, nationalistic discourses and the world of work.

O consumo da diferença: corpo e trabalho nas narrativas do “Portal da Superação”

by Vander Casaqui

Em co-autoria com Tânia Hoff e João Anzanello Carrascoza

Title:
The consumption of difference: body and labour in the narratives of the “Portal da Superação”
more Title:
The consumption of difference: body and labour in the narratives of the “Portal da Superação”

Abstract:
In this article we use as an object of study the narratives of amputated people, which are broadcast on the platform of the digital “Portal da Superação” of the site Globo.com, which originates in the fictitious television plot “Viver a vida”, directed by Manoel Carlos. In the referred portal, the narratives, which are presented in a summarized version at the dénouement of each chapter, are to be found in an extended version and transcend the sphere of the television serial novel in the transmediatic process. Focusing the interrelationship of the processes of communication and of the consumption of alterity, we delimit our analysis to the meaning deviations of the body and of labour, taking into consideration some transformations of the regimes of the visibility of difference.

Por uma Teoria da Publicização: Transformações no Processo Publicitário

by Vander Casaqui

Este artigo tem como enfoque a análise das transformações do processo publicitário, influenciado que é pelo cenário... more Este artigo tem como enfoque a análise das transformações do processo publicitário, influenciado que é pelo cenário atual, onde se combinam novas tecnicidades, socialidades, ritualidades e institucionalidades - configuradas em pontos de encontro de
consumidores, produtores, mercadorias e fluxos de comunicação. A estrutura de nossa reflexão é organizada em torno do modelo proposto por Martín-Barbero: partimos da discussão sobre as Matrizes Culturais da publicidade, para chegar às questões dos contratos comunicacionais atualizados pelas formas contemporâneas da comunicação vinculada ao consumo. Este percurso teórico objetiva sinalizar os focos de interesse dos estudos da publicização – conceito que abrange as mutações das estratégias que envolvem a comunicação persuasivo-sedutora de corporações, marcas e mercadorias.

Imagens do trabalho nos séculos XX e XXI: movimentos do sentido nas representações do corpo associadas à esfera produtiva

by Vander Casaqui

Em co-autoria com Tânia Hoff.

Title:
Images of labor in the 20th and 21st centuries: Shifts of meaning in the representations of the body... more Title:
Images of labor in the 20th and 21st centuries: Shifts of meaning in the representations of the body associated with the productive sphere –

Abstract:
The purpose of this article is to investigate the representations of the world of labor and of the bodies located in the productive sphere, based on a historical sample of photographic records and advertisements. We attempt to study the shift of meaning of the representations of the body that are associated with labor, focusing on the conditions of production and on the worldviews of the sociohistorical moment in which they are contextualized. Our analysis covers three historical moments: 1) photographs of the early decades of the 20th century, when the working body was associated to industrial installations and to the society of production that resulted from the Industrial Revolution; 2) mid-century advertising images, when the working body was incorporated to the propaganda strategies of soviet socialism; and 3), images of the working body that were recorded in the global advertising at the beginning of the 21st century, when the body was associated to the sphere of consumption.

Espacialidades, consumo e trabalho pelos olhos de Mr. Hulot: uma análise de Playtime, de Jacques Tati

by Vander Casaqui

This paper develops an analysis of the Jacques Tati’s movie picture Playtime (1967), from which are discussed matters... more This paper develops an analysis of the Jacques Tati’s movie picture Playtime (1967), from which are discussed matters related to consumption, work environment and human communication, mediated by contemporary architecture and technological disposals. The theoretic frame is based on Walter Benjamin’s studies about Paris and the Universal Expositions, as well as on Beatriz Sarlos’s thoughts on consumption spatiality and Wolfgang Fritz Haug’s construction about the work environment’s esthetical strategies within its spaces.

A publicidade da Coca-Cola “Happiness Factory” e o imaginário do sistema produtivo na sociedade de consumo

by Vander Casaqui

Em co-autoria com João Anzanello Carrascoza e Tânia Hoff

This article presents a reflection on the symbolic universe of the CocaCola brand based on the comercial “Happiness... more This article presents a reflection on the symbolic universe of the CocaCola brand based on the comercial “Happiness Factory” (2006), in which the productive sphere of the corporation is transformed and presented as a spectacle, as an apotheosis in order to meet the purposes of consumption imaginary. This is a preliminary study on the symbolic processes of reconstruction, of emptying and of the harmonization of tensions and dialectics
which involve the world of labour in order to meet the requirements of the advertising of the Coca-Cola brand – which is understood as a social being, mediator of the symbolic negotiation between advertisers and consumers. Our methodology of analysis is based on the theoretical framework of the French line of discourse analysis and key concepts of Mikhail Bakhtin, among other authors.

Google e o consumo simbólico do trabalho criativo

by Vander Casaqui

The object of this paper is to examine the ways through which Google Corporation gains media visibility and the... more The object of this paper is to examine the ways through which Google Corporation gains media visibility and the meanings of its work environment, when it is publicized in digital media. We analyse the communicational processes which produce Google´ s meaning of creative work, a meaning that is materialized in spaces, environments and human insertions within these scenarios, ruled by the logic of spectacularization and of the translation of the world of work to the sphere of consumption.

CONSUMO SIMBÓLICO DA ESFERA PRODUTIVA DAS MERCADORIAS: Significações de tradição, de memória e de história social

by Vander Casaqui

This article discusses the contemporary advertising strategies of representation work´s world and productive sphere of... more This article discusses the contemporary advertising strategies of representation work´s world and productive sphere of goods, as elements of construction in the symbolic universe of brands. Using the analyses of three spots recently showed in Brazilian Television of brands Bauducco, Mitsubishi and Johnnie Walker, we intend to think over the mythification process, the forgetfulness, the re-semantization of signs related to the production to compound the work´s visibility trough consumption logics. The discursive ethos´ analyses methodology organizes the interpretation of advertisement films that are part of this study.

Meanings of work embedded in narratives of the self: communication strategies in Nextel’s “Welcome to the Club” campaign

by Vander Casaqui

The advertising campaign of the phone service brand Nextel is analyzed from the perspective of work and consumption... more The advertising campaign of the phone service brand Nextel is analyzed from the perspective of work and consumption theories. We discuss the meanings of the narratives constructed by the subjects who star the movies, when submitting their erratic paths of life, relating to someone else’s expectations, as identity features associated with the symbolic universe of Nextel. Within these narratives, the work is highlighted as area of challenge and affirmation, of identification and strangeness, of prospects of failure and success achievement. The discussion on the spectacle and the aesthetics of intimacy, through the media process on the narratives of the self, serves as a basis for understanding the role of productive activity on linking individuals in imagined communities by advertising language.

Significações do trabalho nas narrativas do eu: estratégias comunicacionais da marca Nextel na campanha “Bem-vindo ao Clube”

by Vander Casaqui

A campanha publicitária da marca de serviços telefônicos Nextel é analisada sob a ótica das teorias do trabalho e do... more A campanha publicitária da marca de serviços telefônicos Nextel é analisada sob a ótica das teorias do trabalho e do consumo. Discutimos os significados das narrativas construídas pelos sujeitos que protagonizam os filmes, ao apresentarem suas trajetórias erráticas de vida, em relação às expectativas do outro, como traços identitários associados ao universo simbólico de Nextel. Nessas narrativas, o trabalho é destaque, como esfera de desafio e de afirmação, de identificação e de estranhamento, de perspectivas de fracasso e de conquista do sucesso. A reflexão sobre a espetacularização e a estetização da intimidade, por meio da midiatização das narrativas do eu, serve como base para a compreensão do papel da atividade produtiva na vinculação de sujeitos em comunidades imaginadas pela linguagem publicitária.

A dimensão humana do trabalho e do desemprego: uma análise do filme “O adversário”

by Vander Casaqui

Este trabalho tem por objetivo analisar o filme francês “O adversário” (2002, direção de Nicole Garcia), que apresenta... more Este trabalho tem por objetivo analisar o filme francês “O adversário” (2002, direção de Nicole Garcia), que apresenta no centro da narrativa uma reflexão crítica sobre os encadeamentos entre o mundo do trabalho, o desemprego e a produção de subjetividade. Os choques entre a dimensão humana e a econômica, entre desejo e determinismo, caracteriza a trajetória do protagonista – o desempregado que esconde sua situação da família com rituais diários que simulam uma vinculação empregatícia. Por meio da análise da narrativa audiovisual, buscamos compreender os significados do mundo do trabalho e do desemprego na produção cinematográfica – esta entendida como uma forma privilegiada de materializar pontos de vista sobre a condição humana em meio ao contexto sócio-cultural-econômico de nosso tempo.

A ESFERA SIMBÓLICA DA PRODUÇÃO: Estratégias de publicização do mundo do trabalho na mídia digital

by Vander Casaqui

This article analyzes the strategies that represent the work environment through the study of the transposition of... more This article analyzes the strategies that represent the work environment through the study of the transposition of Bohemia’s productive system to a digital media. The virtual Bohemian Factory, the object of this study, is a discursive construction of beer production that sustains and amplifies the good’s intangible significations. This mediatic version of production is reified, merchandized to symbolic consumption by means of publicization processes – a concept that amplifies the sense of publicity from its original understanding as commercially based messages restricted to specific spaces of distribution.

Estética e Sedução do Marketing: Uma Análise do Filme "A Fantástica Fábrica de Chocolate"

by Vander Casaqui

Em co-autoria com Antonio Roberto Chiachiri.

O presente artigo tem como ponto de partida o filme "A Fantástica Fábrica de Chocolate", na versão dirigida... more O presente artigo tem como ponto de partida o filme "A Fantástica Fábrica de Chocolate", na versão dirigida pelo cineasta Tim Burton (2005), para desenvolver uma reflexão sobre os processos simbólicos da estética da mercadoria, a serviço da promoção de vendas, ferramenta do composto de comunicação de marketing. Este é um ensaio preliminar que propõe a convergência de duas pesquisas desenvolvidas junto ao CIP – Centro Interdisciplinar de Pesquisa da Faculdade Cásper Líbero: a proposta de Vander Casaqui, “A publicidade através dos filmes”, que visa elaborar uma teoria da propaganda tendo como base a narrativa cinematográfica; e a de Antonio Roberto Chiachiri, “Ícones do sabor - A comunicação por meio de imagens gastronômicas”, que estuda a produção sígnica dos alimentos mediados pela comunicação.

PROCESSOS DE REPRESENTAÇÃO E REFERENCIALIDADE NA PUBLICIDADE CONTEMPORÂNEA: MUNDO DO TRABALHO, CIDADE, BELEZA E ATIVISMO SOCIAL

by Vander Casaqui

REPRESENTATION AND REFERENCIALITY PROCESSES IN CONTEMPORARY ADVERTISING: WORK SPHERE, CITIES, BEAUTY AND SOCIAL... more REPRESENTATION AND REFERENCIALITY PROCESSES IN CONTEMPORARY ADVERTISING: WORK SPHERE, CITIES, BEAUTY AND SOCIAL ACTIVISM

Abstract:
This article reflects about the dynamic of the sign in the contemporary advertising. The study will analyze advertising pieces related to the work sphere, to cities, to the concept of beauty, to social activism and to resistance to media power – will see those pieces as social representations inserted in the symbolic universe of commercial brands. Throughout our analysis, based on sociology, on studies about consumption and on language theory, we will discuss about the commodity -shape organizes the culture on the advertising process.

Imagens da indústria automotiva para consumo: o mundo do trabalho na ótica da comunicação publicitária

by Vander Casaqui

Este artigo analisa as estratégias da comunicação publicitária da indústria de automóveis no início do século XXI,... more Este artigo analisa as estratégias da comunicação publicitária da indústria de automóveis no início do século XXI, tendo como eixos principais as representações de seus processos produtivos e os significados do consumo. O quadro teórico discute as teorias de McLuhan sobre os aspectos culturais do automóvel, as tendências da produção e os novos papéis a serem assumidos pelo consumidor, nas transformações promovidas pelo marketing moderno. A abordagem teórico-metodológica da
Análise do Discurso de linha francesa foi adotada na reflexão sobre o corpus.