O Consumo Simbólico de Marcas Patrocinadoras no Festival Folclórico de Parintins à luz da CCT (Consumer Culture Theory)

• Autor(a) principal: Amorim Francisco Soares Filho, Afrânio
• Data de Publicação: 2023
• Outros Autores: Cid Mendes, Valentina, de Moraes Moraes, Ana Flávia
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Internacional de Folkcomunicação
• Texto Completo: https://revistas.uepg.br/index.php/folkcom/article/view/21591
• topic: Consumer Culture Theory (CCT); Folkmarketing; Comportamento de Consumo

Consumption is broad and its understanding cannot be limited to an objective view. The CCT (Consumer Culture Theory) offers a counterpoint, in a subjective perspective that needs to be explored. Allied to this, the theme involves the greatest cultural attraction in the state of Amazonas and the cultural marketing strategies applied locally, which is a rare phenomenon in the world, by large companies, exploring a historic rivalry between the protagonist bumbas, as a means of training of consumer culture and, at the same time, of collective identity. Understanding the consumption behavior of Bumbás fans in Parintins, through a sociocultural, experiential, symbolic and ideological vision associated with sponsoring brands of the Folk Festival, in the light of the Culture Consumer Theory (CCT) was the objective of this study. The research was qualitative and developed in an exploratory and interpretative nature. In-depth interviews were carried out with young people between 18 and 25 years old, active fans of the two associations of the Parintins Folk Festival (AM). The results showed a close association between traditional ideologies based on mass strategies by sponsoring brands and projected identity. It was also possible to verify socio-historical patterns of consumption underpinning the identified market cultures, influencing the choices and postures linked to consumption from the “I extended”, represented by symbols, images and colors of the oxen used for this purpose by the sponsors.