O fenômeno da cultura sneaker no Brasil: uma abordagem pela teoria da prática
Autor(a) principal: | |
---|---|
Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da ESPM |
Texto Completo: | http://tede2.espm.br/handle/tede/410 |
Resumo: | This research addresses the phenomenon of sneaker consumption culture in Brazil, an item of clothing that became a symbol of urban culture in the late 1980s. Sneakerhead is the term used to refer to regular consumers of sneakers and its associated practices, although its exact definition is one of the purposes of this research. Until the 2000s, just a few people in Brazil called themselves sneakerheads - mostly people who were able to travel abroad and follow foreign trends. There are still countless uncertainties about this phenomenon, still little known and explored by the national market, so it was decided to study it from the consumer's point of view. The main objective is to understand the culture of the sneaker consumer in the national scenario creating a definition of sneakerhead that can be used in future studies as well as identify the practices associated with this culture and the main differences between national and foreign markets. To understand the object, how it can be perceived in the context of contemporary consumption and to support the objectives mentioned, concepts such as Consumer Culture Theory (CCT) and the Theory of Practice were used. The results showed two dimensions of the sneakers' culture: the consumption of stories (immaterial) and the consumption of the sneakers themselves (material), linked to practice commitments with material and symbolic emphasis, as these dimensions can coexist in the same individuals. |
id |
ESPM_d8ec6c13488974c5581452f95472eec9 |
---|---|
oai_identifier_str |
oai:tede2.espm.br:tede/410 |
network_acronym_str |
ESPM |
network_name_str |
Biblioteca Digital de Teses e Dissertações da ESPM |
repository_id_str |
|
spelling |
Camargo, Ricardo ZagalloStrehlau, SuzanePereira, Claudia da Silva43305817879http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8912267J4&tokenCaptchar=03AGdBq26T6ruECFpI2w91mPZLiPN5O-LBo59_xXYljJ3euMejyXFWjAMWjJYIy1Bq6CC-_55yhKR8nhkU7Vf1LQuRKUlikpNUHzNvqO4d9NXSKHS-_g_PE4JsChW-8GNxwFl8muYT9mtNbOxBaVEFOiphudT0H8xMRjLrMreKvXDFgOkU4FMEiVA2K5aECVMdDr-e0t84UMsB-1oxmWwKqD1c-wmRjeN1VLHEHgZg4wAJqyJ_cXCOWVpNLVVJpTmt216Dpo0WGXlX1ZuTTYcBKGawPH8lQUBYA-UrnLc2AOPrtgrkZJg4dEoSUqqxU3qJR_Qg-zr_woeJdCPXl1vYfBZ6xWt7C25JjarG_UTVJXt_q13gf9spL4DodiDZ-3_d0gcCGBQe0287TTeiHJOMgZpgs3o5P_871HrKF_GJbylthnLh_m_dSNxVkJK50Dq9Inar-yuK1wFj85x8jzqcrImGpqu8vWz_FgRomanini, Mariana Memrava2020-09-17T17:35:13Z2019-08-05Romanini, Mariana Memrava. O fenômeno da cultura sneaker no Brasil: uma abordagem pela teoria da prática. 2019. [75 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/410This research addresses the phenomenon of sneaker consumption culture in Brazil, an item of clothing that became a symbol of urban culture in the late 1980s. Sneakerhead is the term used to refer to regular consumers of sneakers and its associated practices, although its exact definition is one of the purposes of this research. Until the 2000s, just a few people in Brazil called themselves sneakerheads - mostly people who were able to travel abroad and follow foreign trends. There are still countless uncertainties about this phenomenon, still little known and explored by the national market, so it was decided to study it from the consumer's point of view. The main objective is to understand the culture of the sneaker consumer in the national scenario creating a definition of sneakerhead that can be used in future studies as well as identify the practices associated with this culture and the main differences between national and foreign markets. To understand the object, how it can be perceived in the context of contemporary consumption and to support the objectives mentioned, concepts such as Consumer Culture Theory (CCT) and the Theory of Practice were used. The results showed two dimensions of the sneakers' culture: the consumption of stories (immaterial) and the consumption of the sneakers themselves (material), linked to practice commitments with material and symbolic emphasis, as these dimensions can coexist in the same individuals.Esta pesquisa aborda o fenômeno da cultura de consumo de sneakers no Brasil, um item de vestuário que se tornou símbolo de uma cultura urbana no final dos anos 80. Sneakerhead é o termo usado para se referir aos consumidores regulares de tênis e suas práticas associadas, ainda que sua definição exata seja um dos intuitos deste trabalho. Até os anos 2000, poucas pessoas no Brasil se autodenominavam sneakerheads - em sua maioria pessoas com condições de viajar para o exterior e acompanhar as tendências estrangeiras. Ainda existem inúmeras incertezas sobre esse fenômeno, ainda pouco conhecido e explorado pelo mercado nacional, por isso foi decidido por estudá-lo do ponto de vista do praticante. O principal objetivo é entender a cultura do consumidor de tênis no cenário nacional criando uma definição de sneakerhead que possa ser usada em estudos futuros, além de identificar as práticas associadas a essa cultura e as diferenças no mercado nacional e estrangeiro. Para a construção do objeto, como ele pode ser percebido no contexto do consumo contemporâneo e para apoiar os objetivos mencionados, foram utilizadas as lentes da Consumer Culture Theory (CCT), em especial a Teoria da Prática. Os resultados mostraram duas dimensões da cultura dos sneakers: o consumo de histórias (imaterial) e o consumo dos próprios tênis (material), ligados a compromissos de prática com ênfase material e simbólica, sendo que essas dimensões podem coexistir nos mesmos indivíduos.Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2020-09-17T15:35:00Z No. of bitstreams: 1 Mariana Memrava Romanini.pdf: 1452421 bytes, checksum: a8a8cd355fafe5fb9eaddfd7d0ed9ebe (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2020-09-17T15:37:17Z (GMT) No. of bitstreams: 1 Mariana Memrava Romanini.pdf: 1452421 bytes, checksum: a8a8cd355fafe5fb9eaddfd7d0ed9ebe (MD5)Approved for entry into archive by Ana Cristina Ropero (ana@espm.br) on 2020-09-17T17:34:39Z (GMT) No. of bitstreams: 1 Mariana Memrava Romanini.pdf: 1452421 bytes, checksum: a8a8cd355fafe5fb9eaddfd7d0ed9ebe (MD5)Made available in DSpace on 2020-09-17T17:35:13Z (GMT). No. of bitstreams: 1 Mariana Memrava Romanini.pdf: 1452421 bytes, checksum: a8a8cd355fafe5fb9eaddfd7d0ed9ebe (MD5) Previous issue date: 2019-08-05application/pdfhttp://tede2.espm.br/retrieve/1311/Mariana%20Memrava%20Romanini.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado Profissional em Comportamento do ConsumidorESPMBrasilESPM::Pós-Graduação Stricto Sensucomportamento do consumidor; sneakers; teoria da cultura do consumidor; teoria da práticaconsumer behavior; sneakers; consumer culture theory; theory of practiceCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOO fenômeno da cultura sneaker no Brasil: uma abordagem pela teoria da práticaThe phenomenon of sneaker culture in Brazil: an approach through theory of practiceinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-5003969050085565866500500600-44551937530918523288024035432632778221info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTHUMBNAILMariana Memrava Romanini.pdf.jpgMariana Memrava Romanini.pdf.jpgimage/jpeg4254http://tede2.espm.br:8080/tede/bitstream/tede/410/4/Mariana+Memrava+Romanini.pdf.jpg4a69ce16553ecfdc72a769b95e7c5922MD54TEXTMariana Memrava Romanini.pdf.txtMariana Memrava Romanini.pdf.txttext/plain134491http://tede2.espm.br:8080/tede/bitstream/tede/410/3/Mariana+Memrava+Romanini.pdf.txt68b74788b3b71aa949bcdbe6496a25b0MD53ORIGINALMariana Memrava Romanini.pdfMariana Memrava Romanini.pdfapplication/pdf1452421http://tede2.espm.br:8080/tede/bitstream/tede/410/2/Mariana+Memrava+Romanini.pdfa8a8cd355fafe5fb9eaddfd7d0ed9ebeMD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/410/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51tede/4102020-09-18 01:00:28.69oai:tede2.espm.br: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Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2020-09-18T04:00:28Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
O fenômeno da cultura sneaker no Brasil: uma abordagem pela teoria da prática |
dc.title.alternative.eng.fl_str_mv |
The phenomenon of sneaker culture in Brazil: an approach through theory of practice |
title |
O fenômeno da cultura sneaker no Brasil: uma abordagem pela teoria da prática |
spellingShingle |
O fenômeno da cultura sneaker no Brasil: uma abordagem pela teoria da prática Romanini, Mariana Memrava comportamento do consumidor; sneakers; teoria da cultura do consumidor; teoria da prática consumer behavior; sneakers; consumer culture theory; theory of practice CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
O fenômeno da cultura sneaker no Brasil: uma abordagem pela teoria da prática |
title_full |
O fenômeno da cultura sneaker no Brasil: uma abordagem pela teoria da prática |
title_fullStr |
O fenômeno da cultura sneaker no Brasil: uma abordagem pela teoria da prática |
title_full_unstemmed |
O fenômeno da cultura sneaker no Brasil: uma abordagem pela teoria da prática |
title_sort |
O fenômeno da cultura sneaker no Brasil: uma abordagem pela teoria da prática |
author |
Romanini, Mariana Memrava |
author_facet |
Romanini, Mariana Memrava |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Camargo, Ricardo Zagallo |
dc.contributor.referee1.fl_str_mv |
Strehlau, Suzane |
dc.contributor.referee2.fl_str_mv |
Pereira, Claudia da Silva |
dc.contributor.authorID.fl_str_mv |
43305817879 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8912267J4&tokenCaptchar=03AGdBq26T6ruECFpI2w91mPZLiPN5O-LBo59_xXYljJ3euMejyXFWjAMWjJYIy1Bq6CC-_55yhKR8nhkU7Vf1LQuRKUlikpNUHzNvqO4d9NXSKHS-_g_PE4JsChW-8GNxwFl8muYT9mtNbOxBaVEFOiphudT0H8xMRjLrMreKvXDFgOkU4FMEiVA2K5aECVMdDr-e0t84UMsB-1oxmWwKqD1c-wmRjeN1VLHEHgZg4wAJqyJ_cXCOWVpNLVVJpTmt216Dpo0WGXlX1ZuTTYcBKGawPH8lQUBYA-UrnLc2AOPrtgrkZJg4dEoSUqqxU3qJR_Qg-zr_woeJdCPXl1vYfBZ6xWt7C25JjarG_UTVJXt_q13gf9spL4DodiDZ-3_d0gcCGBQe0287TTeiHJOMgZpgs3o5P_871HrKF_GJbylthnLh_m_dSNxVkJK50Dq9Inar-yuK1wFj85x8jzqcrImGpqu8vWz_Fg |
dc.contributor.author.fl_str_mv |
Romanini, Mariana Memrava |
contributor_str_mv |
Camargo, Ricardo Zagallo Strehlau, Suzane Pereira, Claudia da Silva |
dc.subject.por.fl_str_mv |
comportamento do consumidor; sneakers; teoria da cultura do consumidor; teoria da prática |
topic |
comportamento do consumidor; sneakers; teoria da cultura do consumidor; teoria da prática consumer behavior; sneakers; consumer culture theory; theory of practice CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
consumer behavior; sneakers; consumer culture theory; theory of practice |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
This research addresses the phenomenon of sneaker consumption culture in Brazil, an item of clothing that became a symbol of urban culture in the late 1980s. Sneakerhead is the term used to refer to regular consumers of sneakers and its associated practices, although its exact definition is one of the purposes of this research. Until the 2000s, just a few people in Brazil called themselves sneakerheads - mostly people who were able to travel abroad and follow foreign trends. There are still countless uncertainties about this phenomenon, still little known and explored by the national market, so it was decided to study it from the consumer's point of view. The main objective is to understand the culture of the sneaker consumer in the national scenario creating a definition of sneakerhead that can be used in future studies as well as identify the practices associated with this culture and the main differences between national and foreign markets. To understand the object, how it can be perceived in the context of contemporary consumption and to support the objectives mentioned, concepts such as Consumer Culture Theory (CCT) and the Theory of Practice were used. The results showed two dimensions of the sneakers' culture: the consumption of stories (immaterial) and the consumption of the sneakers themselves (material), linked to practice commitments with material and symbolic emphasis, as these dimensions can coexist in the same individuals. |
publishDate |
2019 |
dc.date.issued.fl_str_mv |
2019-08-05 |
dc.date.accessioned.fl_str_mv |
2020-09-17T17:35:13Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Romanini, Mariana Memrava. O fenômeno da cultura sneaker no Brasil: uma abordagem pela teoria da prática. 2019. [75 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/410 |
identifier_str_mv |
Romanini, Mariana Memrava. O fenômeno da cultura sneaker no Brasil: uma abordagem pela teoria da prática. 2019. [75 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
url |
http://tede2.espm.br/handle/tede/410 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.program.fl_str_mv |
-5003969050085565866 |
dc.relation.confidence.fl_str_mv |
500 500 600 |
dc.relation.department.fl_str_mv |
-4455193753091852328 |
dc.relation.cnpq.fl_str_mv |
8024035432632778221 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing |
dc.publisher.program.fl_str_mv |
Programa de Mestrado Profissional em Comportamento do Consumidor |
dc.publisher.initials.fl_str_mv |
ESPM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
ESPM::Pós-Graduação Stricto Sensu |
publisher.none.fl_str_mv |
Escola Superior de Propaganda e Marketing |
dc.source.none.fl_str_mv |
reponame:Biblioteca Digital de Teses e Dissertações da ESPM instname:Escola Superior de Propaganda e Marketing (ESPM) instacron:ESPM |
instname_str |
Escola Superior de Propaganda e Marketing (ESPM) |
instacron_str |
ESPM |
institution |
ESPM |
reponame_str |
Biblioteca Digital de Teses e Dissertações da ESPM |
collection |
Biblioteca Digital de Teses e Dissertações da ESPM |
bitstream.url.fl_str_mv |
http://tede2.espm.br:8080/tede/bitstream/tede/410/4/Mariana+Memrava+Romanini.pdf.jpg http://tede2.espm.br:8080/tede/bitstream/tede/410/3/Mariana+Memrava+Romanini.pdf.txt http://tede2.espm.br:8080/tede/bitstream/tede/410/2/Mariana+Memrava+Romanini.pdf http://tede2.espm.br:8080/tede/bitstream/tede/410/1/license.txt |
bitstream.checksum.fl_str_mv |
4a69ce16553ecfdc72a769b95e7c5922 68b74788b3b71aa949bcdbe6496a25b0 a8a8cd355fafe5fb9eaddfd7d0ed9ebe 652c58b294e08ded719d10bdbc42f8ce |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 MD5 |
repository.name.fl_str_mv |
Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM) |
repository.mail.fl_str_mv |
acervodigital@espm.br||hribeiro@espm.br |
_version_ |
1809112863522947072 |