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ItemAccounting for sustained volunteering by young people: an expanded TPB(Springer, 2013-12) Veludo-de-Oliveira, Tania; Pallister, John G.; Foxall, Gordon R.This study tested an expanded TBP model, which included personal norms and self-identity as cognitive variables, in a sample of current young volunteers of a general charity in the UK. Actual volunteering was measured via continued observation throughout the duration of the projects. An integrative model of sustained volunteering was proposed because some relationships did not follow the hypothesized paths. Subjective norm emerged as the exclusive determinant of sustained volunteering and also as the potential mediator of the effects of other variables over future volunteering behavior. Two focus groups with volunteers and 28 personal interviews with the coordinators of the volunteering projects were conducted to triangulate the research findings and reveal the main causes for drop-outs and non-attendance. ItemAlterity: The passion, politics, and ethics of self and scholarship(SAGE Publications Ltd, 2018) Cunliffe, Ann L.I propose that the choices we make about the type of work we do as scholars are not just intellectual ones, they are intricately interwoven with who we are, made in poetic moments, in relation to others, and have political consequences in terms of our identities and career. This is particularly so for critical and reflexive scholars struggling with their sense of self in relation to the wider academy. This struggle is both personal and ethical in the sense of requiring us to be respons-able for ourselves and others. Drawing from hermeneutic phenomenology and utilizing narrative ethnography, I explore my experience of alterity and how it helped shape me, my research, and my career. My aim is to encourage scholars engaged in work that is different to mainstream “norms,” and who may be grappling with similar issues, to persevere and find a way forward. © 2017, © The Author(s) 2017. ItemBetween two worlds: an ethnographic study of gay consumer culture in Rio de Janeiro(ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, 2012-06-01) Pereira, Severino Joaquim Nunes; Ayrosa, Eduardo André TeixeiraIt is not easy to study socially marginalized groups such as gays, ethnic minorities, and others. This is, however, an extremely relevant topic in the consumer behavior area since the status of members of a modern consumer society is largely denied to stigmatized social groups (Barbosa, 2006). The objective of this work is to shed light on how gay men in Rio de Janeiro use the discourse associated with their possessions to build and maintain the symbolic and hierarchical boundaries between the gay and heterosexual worlds, as well as to investigate the role consumption plays in this boundary setting. An ethnographic observation of a group of gay men in Rio de Janeiro was conducted, along with 20 semi-structured interviews with openly gay men between 2005 and 2008. The results suggest that: (a) the world culturally built by gays seems to be divided into a gay world and a heterosexual world, where the division between these two worlds not only happens in their minds, but also in their possessions and purchasing decisions; (b) the meaning of gay mens' places of consumption range from profane to sacred along their lives; and (c) in the gay world, the body is seen both as a cultural construction and as an asset. ItemO conflito socioambiental dos ribeirinhos esquecidos: os 'velhos' no mar de Belo Monte(2017-05-15) Silva, Janaina NascimentoThis paper aims to analyze the situation of property rights and identity of traditional communities, named ribeirinhos, created by the construction of the Belo Monte dam. At first, considering the adoption of the socioenvironmental conflict methodology, it was decided to conduct a historical and legal analysis of the procedures necessary for the construction and operation of the Belo Monte dam. The presentation of the social actors was made throughout the chapters of the dissertation. Regarding Norte Energia, it was sought to demonstrate its performance as the company responsible for the construction of Belo Monte. And, in regard to the ribeirinhos, protagonists of a survival fight, this work tried to demonstrate that identity and property can be analyzed by both anthropological and juridical perspectives. Being, then, contrasted with the reality lived by the traditional communities of Belo Monte. Thus, it was attempted to build a panorama of the ribeirinhos situation in Belo Monte, through the constructions of categories based on identity and property. ItemConsumo entre gays: compreendendo a construção da identidade homossexual através do consumo(Fundação Getulio Vargas, Escola Brasileira de Administração Pública e de Empresas, 2006-06-01) Pereira, Bill; Ayrosa, Eduardo André Teixeira; Ojima, SayuriThe focus of this study is the Brazilian gay (male homosexuals) subculture. Our objective is to explore the changes that occur in the way gays interact with the world of products during the process of coming out of the closet. This analysis is important to understand the construction of the homosexual identity. Ten long in-depth interviews were carried out with gays residing in Rio de Janeiro between October 2004 and January 2005. The results suggest that products and services are actively used by gays in order to deny, camouflage, and reinforce their homosexual identity. ItemCorporeidade e segurança ontológica no contexto padronizador do mercado(2013-11-25) Gouveia, Tânia Maria de Oliveira AlmeidaIn this thesis, we talk about the socially constructed body, the body which is linked to subjectivity and to the identity ofthe individual, and which is impregnated by social and cultural elements. According to Giddens (2009), controlling the body is essential to the individual as to preserve what the author calls ontological security - which brings personal meaning to the individual's !ife and provides points of reference to help him carry on. In the consumer culture, appearance tends to be standardized; and, the cult of the body, among other things, has a selfindulgence appeal. Our main goal is to understand - within the context of normative aesthetics - the discourse and consumption practices of individuaIs in relation to their own bodies, identifying how it connects to their ontological security. In order to achieve this goal, we will: (a) understllIld how the individual sees hisl hers own body, assessing how it relates to their ontologicill'iecurity, (b) examine the presence ofthe market discourse in the tripod 'individualbody - ontological security', (c) identify and arialyze discursive elements as related to physical appearance; trying to understand the role of consumption in this context, (d) investigate the motivations that lead the individual to act, or not, in accordance to the aesthetic norm, analyzing body related consumer practices. The primary data collection was done through qualitative interviews. Respondents were men and women of varied professional activities, 18-50 years, belonging to classes A, B and C (ABEP, 2012), ali ofthem !iving in Rio de Janeiro. Field work was performed from October 2012 to July 2013. The data was ana1yzed using the approach of discourse analysis, considering the French school, particularly Pecheux's view. In line with authors such as Giddens (2002), Goffman (1978) and Schouten (1991), the research concludes that the body is an important part in the individual's notion of self and is also part of the construction of hislher identity. How the individual handles the market's normative message gives us c\ues about his ontological security. The ontologically secure individual is not one who dismisses the market and whose body related consumption practices escape the aesthetic norm. What differentiates a person whose ontological security is fragile is their motivation to adhere to certain stimu!i; and, how he/she deals with their consumer choices. We conclude that the individual with ontological security is less anxious about body related consumption options; and that he/she does not have somebody else's view of their body as a shadow when making decisions about their own appearance. In contrast, individuais without ontological security are more anxious when facing the market's message. There is, to a certain extent, anguish about not meeting these standards; and the body's aesthetic appearance becomes an important part oftheir lives. ItemDa 'invenção' da homossexualidade ao discurso das posses: uma análise interpretativa da identidade homossexual(2009) Pereira, Severino Joaquim NunesThe study of the behavior of socially marginalized groups such as gays, Afro-descendents, slum dwellers and others is not easy but is extremely relevant to the consumer behavior field. Most studies about these groups focus basically on the dimension of a discriminated and excluded minority, neutralizing other dimensions such as that of 'consumers'. In doing so, this doctoral thesis seeks to investigate how the possessions-related discourse is used by gay males to deal with the stigma of homosexual identity at individual, family, group and social levels. It has been evaluated that homosexual identity and its related stigma Homosexuality, as well as the social constructions imposed by a medical discourse from the 19th century, have created the categorization of homosexuality. Participant observations with a gay male group and 20 semi-structured interviews have been performed from 2005 to 2008. Our results suggested that: (i) the culturally gay-built world seem to be divided between 'gay and heterosexual' worlds. Such division does not happen only in the gay imaginary but it can also be represented by products and possessions; (ii) some gay-consumption places have altered their meaning from profane to sacred meaning throughout consumption in the subject life’s; (iii) the body has been seen as a culture construction of and value in the gay world as well as it has been used as a sign of distinction and hierarchy. ItemA dança da moda: Luiz Gonzaga como mediador cultural (1946-1954)(2020-04-29) Ferreira, Renildo CarlosEste trabalho analisa o desenvolvimento das representações musicais e simbólicas do cantor e compositor pernambucano Luiz Gonzaga do Nascimento, durante a quarta e quinta década do século XX. Através da sua mediação cultural na fase áurea do baião (1946-1954), o sanfoneiro elevou a temática sertaneja a nível nacional e demonstrou trocas de experiências entre utilizações de tradições de origem e aspectos da sua memória afetiva na explosão de um fenômeno sonoro. A elaboração de discursos para a construção de um imaginário de Nordeste, apesar de construídos na metrópole, fez a música gonzaguiana conquistar espaço no mercado fonográfico brasileiro, ao alinhar sua forma inédita de hibridização cultural, divulgando matrizes regionais e renovando urbanamente o gênero musical baião cujas relações tornaramse referências coletivas de representatividade nordestina em negociação identitária com o seu ouvinte. Assim, o início da sua trajetória artística nos permite avaliar alguns contextos no ambientes sociais e políticos que permeiam das primeiras excursões dos primeiros grupos musicais regionais nordestinos até o inovador interesse da indústria cultural na sua produção de viés regionalista, amplamente difundido pelo rádio e pela imprensa carioca, alcançando vários círculos sociais e econômicos. Nesse sentido, a integração pensada entre a comunicação pelo rádio e a cultura popular nordestina transformaram o gênero elaborado por Gonzaga e outros parceiros em afirmação sonora e visual nacional, eternizado como herança musical do artista no âmbito do patrimônio cultural brasileiro. ItemDesenhando a resistência: estética e contra-hegemonia no movimento agroecológico no Brasil(Fundação Getulio Vargas, Escola Brasileira de Administração Pública e de Empresas, 2017-06-01) Naves, Flávia; Fontoura, Yuna Souza dos Reis daThis theoretical and empirical article contributes to Organizational Studies by debating social movements, especially the agroecological movement, which has been established as a resistance to the hegemony of agribusiness in Brazil. In addition, the study provides a non-conventional theoretical and empirical 'bridge' in this field, including studies in aesthetics and the Neo-Gramscian theory of discourse developed by Laclau and Mouffe. In this context, considering the concepts of aesthetics and a Neo-Gramscian discourse analysis on hegemony and antagonism, the aim of this article is to investigate how the aesthetic expressions influence the Brazilian agroecological movement in building a counter-hegemony in the country's agriculture practices. The research adopts a qualitative methodological approach from the analysis of drawings produced by farmers in the III National Meeting of Agroecology (III ENA), in graphic facilitation panels. It is possible to observe that the aesthetics in the panels of the III ENA allowed farmers to re-design their worldviews, to disclose their concerns, realities and local agricultural alternatives. The panels helped to provide practical guidance, design proposals and build legitimacy for the movement, elements that became central to the counter-hegemonic values and to build the common enemy. The complexity expressed in the relationships built in the panels also stressed that aesthetics can bring an effective, affordable and sensitive perspective in the construction of worldviews of subaltern groups. Thus, the Brazilian agroecological movement, also built through the aesthetic perspective, is revealed as an important resistance to the hegemony of agribusiness and the capitalist model.. ItemEducação para a cidadania: a experiência da comissão 'A OAB/RJ vai à Escola'(2007-09) Arruda, Érica Maia C.The objective of this study is to present and to analyze the Project 'A OAB/RJ vai à Escola' institutional social project developed by the Order of Lawyers of Brazil. The methodology of field research, with application of questionnaires and interviews, will provide one better understanding of the questionings that surround the project since its creation, with emphasis in its evaluation, especially on its validity and effectiveness as instrument for the retaken of the social function of the lawyer, of a positive group’s image and the role of OAB as institution capable to influence in Brazilian’s society life. ItemUm estudo empírico sobre a construção da identidade social do consumidor de toy art(2009-12-21) Barboza, Renata AndreoniThe objective of the present work is to understand how Toy Art consumer’s use their possession to build up their social identity, and also explore this consumption relationship by investigating the factors that trigger the process of extension self in Toy Art. The theoretical support of this work ocurred by a deepening of the themes already raised earlier by Campbell & Barbosa (2006) and McCracken (2003), in their studies of culture and consumption; Schouten & McAlexander (1995) in their research on subcultures of consumption; Hall (2005), who exposed his theories about the formation of identity in the modern world; Douglas & Isherwood (2004), who studied the rituals of consumption; Belk (1988), with his research on the extension self. The present study is of exploratory, character and was conducted in-depth interviews in order to let emerge the feelings and emotions of the respondents, for better orientation towards the analysis of the data. Data were collected from 14 Toys consumer’s, of both genders, aged between 19 and 38 years, live in Belo Horizonte, Minas Gerais, Rio de Janeiro, Rio Grande do Sul, São Paulo and the Distrito Federal, during the moths of July and August 2009. To achieve the proposed objectives, the research method used was qualitative, with prioritization of the subject and subjectivity, using an interpretative structure for data analysis. The results showed that Toy Art consumer’s use their possession to compose their social identity and as a form of differentiation and expression. The extension of the selves just happens during this search for the unusual, for a possession that distinguishes from other people. Conclude the work, making recommendations to management in order to benefit and develop the industry in this segment. ItemO Fluminense Foo-tball Club: a construção de uma identidade clubística no futebol carioca (1902-1933)(2010-03) Fernandez, Renato LannaThe purpose of this dissertation is to explain the formation of the identity of Fluminense F.C. as a club marked by elitism, which is grounded on distinction and refinement. An attempt was made to analyze the history of this club during the earliest years of the soccer development in Rio de Janeiro city, and its relation with other clubs. Several peculiar aspects of its history that were essential for the construction of the image of the club are also discussed. As theoretical basis, this dissertation shows Bourdieu’s ideas about distinction and Hobsbawm & Ranger’s ideas about invention of traditions. These ideas are necessary in order to demonstrate how writers as Mario Filho and Paulo Coelho Netto were responsible for the construction of a series of symbolic values and traditions, which associated the 'Fluminense' club with a space of distinction and refinement that perpetuated historically. ItemFortalecimento da identidade comunitária como medida de adaptação à mudança do clima: um estudo de caso no semiárido(2019-07-27) Chaves, Cíntya FeitosaA mudança global do clima é um dos maiores desafios deste século e deve causar alterações relevantes em ecossistemas e em modos de vida de populações. Alguns grupos sociais são mais vulneráveis que outros, por estarem em ambientes mais expostos a riscos físicos da mudança do clima e em condições sociais e econômicas de vulnerabilidade que prejudicam sua capacidade de adaptação a um cenário adverso. O cenário é desafiador também para a formulação de políticas públicas, com incertezas sobre segurança alimentar, infraestrutura, entre outras questões, e para o setor empresarial, que já percebe riscos de fornecimento de insumos e de queda de produtividade em algumas cadeias de valor, em especial aquelas intimamente ligadas ao uso e mudança do uso do solo. Já existem projetos de adaptação conduzidos por comunidades que, à primeira vista, não possuem capacidades para desenvolver estratégias robustas para a resiliência. A partir de revisão de literatura sobre adaptação de base comunitária e resiliência evolutiva no contexto de sistemas socioecológicos, este trabalho apresenta um estudo de caso sob uma abordagem interpretativista sobre o Adapta Sertão, iniciativa conduzida pela sociedade civil no sertão da Bahia, que desenvolveu um modelo produtivo que pode inspirar inovações em modelos de negócios inclusivos e políticas públicas. As bases do Adapta Sertão para contribuir para a resiliência dessas comunidades são o estímulo ao cooperativismo e melhores práticas de gestão, melhoria das condições socioeconômicas dos produtores beneficiários e inclusão de seus produtos em cadeias de valor. Algumas das conclusões deste trabalho são: 1) o vínculo de comunidades vulneráveis a extremos de seca com seu território e sua identidade é um estímulo relevante para que busquem alternativas de convivência com a seca e caminhos de resiliência, levando-as à superação da lógica da ação coletiva em sistema socioecológicos complexos; 2) o planejamento para adaptação à mudança do clima deve levar em consideração vulnerabilidades socioeconômicas e atuar em soluções para superá-las, a partir de potencialidades dos territórios onde incidir; 3) poder público e setor empresarial podem se beneficiar da interação com projetos de adaptação de base comunitária que já estão em curso e há espaço para que colaborem mais ativamente para o ganho de escala dessas iniciativas. ItemIdentidade, status e instituições internacionais: o caso do Brasil, da Índia e do tratado de não proliferação(Pontifícia Universidade Católica do Rio de Janeiro, Instituto de Relações Internacionais, 2010-12-01) Stuenkel, OliverIn order to understand how we can explain rising powers' behavior towards international institutions, this article analyzes the case of Brazil, India and the Non-Proliferation Treaty (NPT) in more depth and shows that neither realists nor liberal institutionalists can fully explain both countries' behavior. In the article it is argued that status and identity, both largely overlooked by realism and liberalism, play a key role. Both Brazil and India share a fundamental conviction that they are 'great powers' (or on their way to becoming one), and their decision to integrate into a particular institution depends on this institutions' ability to confer status on the emerging powers that is compatible with the rising powers' identity. As the example of the NPT shows, status and identity override other, more commonly accepted determinants for states' behavior such as security concerns. ItemIllegitimate identity in the middle of an ideological crisis and tensions in the consumption network: a study on why plus-size fashion brands are illegitimate fashion elements(2016-03-10) Zanette, Maria CarolinaThis Dissertation explores why the plus size fashion field lacks legitimacy with plus size consumers. I have explored the subject in three papers. In the first paper, I study the process of legitimacy of a new emergent market, the Brazilian plus-size fashion market, and the challenges to institutionalization that it faces. I conducted seventeen interviews, performed netnography in four Brazilian plus-size fashion blogs and analyzed in a semiotic fashion an e-commerce shop that sells plus size fashion clothes. My results indicate that despite having legitimate actors promoting these plus size fashion brands, the plus size fashion field is still perceived as a shameful version of the fashion field. I argue here that the fact that one of the logics of the plus size fashion field being stigma, it affects derogatorily consumers’ identity projects in a way that prevents them from engaging in within the field cultural capital practices. In the second paper, I conducted a genealogical introspection in which I researched identity issues. As a (selfproclaimed) plus-sized woman I figured it would be relevant to look inside myself in order to explore how my identity entangles with the semiotic-material network that surrounds me in terms of both fashion, food and other elements. My data came both from concurrent and retrospective introspection techniques. In theoretical terms, I used the idea of assemblages and I focused my analysis both on the material aspects of my network of consumption and on the stability of this network. The consequences of my assemblage are linked to a total quality management of my identity, both online and offline, reflected on consumption practices that connect to the idea of a bulimic consumption logic on which food consumption and body management are interlinked. On my third paper, I examine the concept of identity from the perspective of plus size women´s consumption of fashion. Fourteen phenomenological interviews were conducted and analyzed from a hermeneutical perspective. Three thematic categories emerged from the data analysis: the construction of identity through fashion, elements of plus size identity and creative strategies to deal with the lack of products for plus size women in retail. Among the main results, the way the term plus size acts as stigma, influencing consumer´s identity projects, the role of retail in the stigmatization process and the shopping epic saga, which involves a ‘black market’ with the participation of sellers. Finally, I conclude discussing the role of identity in the instability of the plus size fashion field. ItemLandownership in the countryside of Portugal and wildfires: a qualitative approach(2020-01) Rocha, Flávia Suguimoto daEvery year in the summer, the news about wildfires happening somewhere in Portugal reaches the world through the media (RTP, 2017; Publico, 2019), and when the winter arrives, everything is fine again, but the cycle repeats itself. One of the issues is the excess of fuel in the lands to feed the fire due to the lack of management of lands in the countryside of continental Portugal; more precisely in the Center and North of the country, where the lands are so small, they lost their value for production. More than 80% of the lands in Portugal are privately owned, and different from other countries, there is no concentration in the ownership (Tirapicos, 2019). This exploratory qualitative research is an attempt to understand the reasons behind the lack of use of land, one of the factors that influence those repetitive cycles. Data gathering was made through field trips for observation, data given by the stakeholders, interviews with specialist and, mainly, interviews with landowners. Interviews with the landowners made for this research shed light that the lands on insights of why keeping a land that is unproductive or not profitable. There is more than just emotional attachment, they are part of the identity of those people (Moore, 2014). ItemLivro Varal de Lembranças da favela da Rocinha: o processo de percepção dos moradores e sua construção identitária(2021-06-30) Silva, Fernando Ermiro daO objetivo deste trabalho é investigar o processo de produção e escrita do livro Varal de Lembranças: histórias e causos da Rocinha publicado em 1983 e elaborado como projeto por estudantes do curso noturno de educação de jovens e adultos – EJA, e que teve como proponente do projeto a União Pró Melhoramento dos Moradores da Rocinha – UPMMR, associação de moradores da própria favela. O livro narra as origens, desconhecidas pelos próprios, da favela onde moravam. No processo de busca da melhor metodologia de campo, as respostas encontradas e as novas indicações feitas para novos entrevistados afetam a percepção sobre si dos pesquisadores. Nossa proposta é analisar a construção de um processo de reconhecimento identitário, com o apoio da antropologia de modo a demonstrar que os autores ao fim do trabalho passam a reconhecer-se como participantes de um mesmo locus social e que podem ser vistos como pensadores políticos, ainda que de forma não sistematizada. Além disso, este estudo demonstra a possibilidade a partir da leitura do documento de indicar a existência de formas de resistência a tentativas de imposição de identidades. ItemA luta por uma identidade: uma etnografia sobre a subcultura de consumo de MMA(2011) Silveira, Isabel da CostaThe purpose of this dissertation is to identify how the subculture belonging to the MMA influence in shaping the identity of their members, exploring the aspects related to the consumption as a vehicle for transmission of symbolic meanings. The theoretical foundation which has supported the research addresses issues discussed in the literature with regard to culture and consumption (Barbosa and Campbell, 2006; McCracken, 2003), the subcultures of consumption (Kozinets, 2001, Schouten and McAlexander, 1995), and to the process of identity formation through consumpt ion (Barbosa and Campbell, 2006; McCracken, 2003). This study has exploratory and an explanatory nature , searching through the ethnographic method to explore the cultural universe that works as the background of the questions addressed and then identify the factors that determine or contribute to the process of identity formation in a subculture of consumption. Data were collected over one year of field research, carried out in a martial arts academy in Rio de Janeiro. During the research , it was possible to collect informat ion about the day-by-day of members of this subculture and the relationships that are formed from this consumer activity. Also individual interviews were conducted from a semi-structured script, aiming at understanding how these consumers find themselves within the subculture and how interprets the MMA as a lifestyle and provider of values . 14 interviews were conducted with consumers both female and male, between the ages of 19 and 45 years living in the city of Rio de Janeiro, between January and November 2011. In order to achieve the proposed objectives, a qualitative research method was chose, focusing on the comprehension of the meanings of the facts, through analysis of small samples of the population, trying to understand the facts without necessarily measure them. The results showed that being part of a subculture doesn’t necessarily imply the creation of an identity based on the object of consume. Some steps need to be fulfilled, and in the case of MMA, not just the commitment: to be accepted by the group, demonstrate specific skills and make a proper use of the fight are, for example, basic requirements for achieving new positions within the subculture, and thus gain an identity representative of this group. ItemO peso do varejo, o peso no varejo e a identidade: uma análise de consumidoras plus size(Fundação Getulio Vargas, Escola de Administração de Empresas de S.Paulo, 2013-12-01) Zanette, Maria Carolina; Lourenço, Carlos Eduardo; Brito, Eliane Pereira ZamithThis paper examines the concept of identity from the perspective of plus size women' s consumption of fashion. 14 phenomenological interviews were conducted and analyzed from a hermeneutical perspective. Three thematic categories emerged from the data analysis: the construction of identity through fashion, elements of plus size identity and creative strategies to deal with the lack of products for plus size women in retail. Among the main results, the way the term plus size acts as stigma, influencing consumer' s identity projects, the role of retail in the stigmatization process and the shopping epic saga, which involves a black market with the participation of sellers. ItemPolitica empresarial e suas repercussões na gerencia de imagem de uma organização gerida pelo governo: o caso da Empresa Brasileira de Correios e Telegrafos (ECT)(1996-02-28) Migliaccio Filho, RubensConsidering Business Policy as the major discipline directly linked to the general management of a company, the thesis presents an analysis modef in which Marketing is focused under a new perspective. It analyses the role of the State as an active component of the Business Policy, introduces the reader to the main concepts of the Strategor model created by the Centre HEC-ISA and examines the company's Image formation and management based on wider strategic orientation emphasizing market aspects. Using the previously established set of references, the author anafyses the Brazilian Enterprise of Posts and Telegraphs (ECT) through interviews and shared observations whit its most important strategists, describing how, in this specific case, the company's Business Policy affected the management of its Corporative Image.