Aniversário Guanabara: explorando as práticas sociais de consumo

Abstract

This work aims to understand and explore the social practices (including legal) that occur within the scope of the "Guanabara Anniversary" sales campaign, promoted annually by the company "Casas Guanabara Comestíveis LTDA.". Based on the news published by the Rio de Janeiro periodicals and on publications provided by the social network Twitter, it was sought to analyze which practices were widespread and what kind of imaginary was formed about the campaign. Then, a qualitative empirical research was carried out in 2016 at the Supermarket unit located in Duque de Caxias, during the first days of promotion, in order to identify the main characteristics of the sales campaign, the profile of consumers who participate and how they used to consume. For these analyzes, it was adopted the methodology of "anthropology of news" and also the concepts about social class formulated by Jessé Souza, in order to identify those who appeared in the campaign. Finally, the obtained results were articulated, as well as the limitations of the developed research were elucidated. With this, new work fronts were developed that could develop from this first approximation, as much in the field of the right, as in other areas of knowledge.