Sendo um consumidor consciente: discursos, projetos e subjetividades

Abstract

This thesis examines discourses on the conscious consumer, who seeks to differentiate itself from a supposed consumerist or regular consumption. Takes as initial base assignments proposed in guides and manuals pro conscious consumption, specifically those produced by Akatu and Idec, which seek to conceptualize, discuss and promote this type of consumer. Understanding this initial group as a prescriptive dimension of discourse, which elaborated indications of action and emplacements of the concept. The unfolding of the work conducts a qualitative analysis of the speeches of individuals from middle class of Rio de Janeiro who identify themselves as this type of consumer. We observe the similarities, differences and developments of these concepts in the speech of individuals in relation to those prescribed in the manuals. So, based on understandings about consumption as a symbolic builder, notions of life projects and self-construction, productions of meaning and significance, personal relations and new forms of political participation, the thesis unfolds in the following aspects: analysis of the bases of origin which formulate possibilities for the insertion in the subject of to be and possible grounds, core constituent elements of in format on of the profile of interviewees and their concepts of consciousness, the emotional and sentimental aspects responsible for the appreciation or depreciation of experience, and expectations and perspectives on the relationships with others, approaching the issue mainly through boring and extreme categories. With this, deepening the bases defining the subjects, their conceptions of consciousness, their fears, anxieties, pleasure and happiness; seeking to understand how subjectivity of these subjects is being produced and how their projects dialogue with the urban space in a big city.