Brand Uses for Self Alignment (footing) in Social Interactions
Autor(a) principal: | |
---|---|
Data de Publicação: | 2011 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Brasileira de Gestão de Negócios (Online) |
Texto Completo: | https://rbgn.fecap.br/RBGN/article/view/642 |
Resumo: | There has been much debate concerning how consumption has become the core trigger for change within contemporary society. In this sense, it is believed that, in contemporary times, it is through consumption that identities are formed, emphasizing that it is not the consumed object that has the ability to express identities but what which it represents. Thus, it is possible to deduce that the consumption of brands is a mainstay of the construction of identities. Assuming the premise that the self is a social construction wrought in the otherness and that in social interactions this construction goes through a continuous process of alignment (footing) The present study aimed to understand how consumers align their self while turn to brands as symbolic resources. With this in mind, we have developed this exploratory study. For such, an ethnography of communication was undertaken through participant observation of people daily interaction of different social groups. Our results indicate the self alignment through twenty four brand activities. At the end, we analyze implications of our study for the academy as for the brand management.Key words: Brands. Consumption. Footing. Self. Ethnography of communication. |
id |
FECAP-3_f737745609b4aac5dfd827685c9d101c |
---|---|
oai_identifier_str |
oai:ojs.emnuvens.com.br:article/642 |
network_acronym_str |
FECAP-3 |
network_name_str |
Revista Brasileira de Gestão de Negócios (Online) |
repository_id_str |
|
spelling |
Brand Uses for Self Alignment (footing) in Social InteractionsEl Uso de las Marcas para la Alineación del "Yo" (footing) en las Interacciones SocialesUsos das Marcas para o Alinhamento do “Eu” (footing) em Interações SociaisBrands. Consumption. Footing. Self. Ethnography of communication.Marcas. Consumo. Footing. Self. Etnografía de la comunicación.Marcas. Consumo. Footing. Self. Etnografia da comunicação.There has been much debate concerning how consumption has become the core trigger for change within contemporary society. In this sense, it is believed that, in contemporary times, it is through consumption that identities are formed, emphasizing that it is not the consumed object that has the ability to express identities but what which it represents. Thus, it is possible to deduce that the consumption of brands is a mainstay of the construction of identities. Assuming the premise that the self is a social construction wrought in the otherness and that in social interactions this construction goes through a continuous process of alignment (footing) The present study aimed to understand how consumers align their self while turn to brands as symbolic resources. With this in mind, we have developed this exploratory study. For such, an ethnography of communication was undertaken through participant observation of people daily interaction of different social groups. Our results indicate the self alignment through twenty four brand activities. At the end, we analyze implications of our study for the academy as for the brand management.Key words: Brands. Consumption. Footing. Self. Ethnography of communication.Mucho se ha discutido acerca de cómo el consumo se ha convertido en un núcleo deflagrador de cambios en la sociedad contemporánea. En este sentido, en la contemporaneidad, se considera que las identidades se forman por medio del consumo y se destaca que no es el objeto consumido el que es capaz de expresar las identidades sino los símbolos que él representa. Por lo tanto, se puede deducir que el consumo de marcas es uno de los fundamentos en la construcción de la identidad. Admitiendo la premisa de que el ";;yo";; es una construcción social forjada en la alteridad y que en las interacciones sociales esta construcción pasa por un proceso continuo de alineación (footing), este estudio tuvo el propósito de comprender cómo los consumidores alinean su ";;yo";; en la medida en que utilizan las marcas como recursos simbólicos. Con esto en mente desarrollamos el mencionado estudio exploratorio. Con este fin, se realizó una etnografía de la comunicación por medio de la observación participante de la interacción cotidiana de personas de diferentes grupos sociales. Los resultados indican la alineación del self mediante veinticuatro ";;actividades de marca";;. Finalmente se analizaron las implicaciones del estudio, tanto para la academia como para la gestión de marcas.Palabras clave: Marcas. Consumo. Footing. Self. Etnografía de la comunicación.Muito tem sido discutido sobre como o consumo se tem tornado o cerne deflagrador de mudanças no seio da sociedade contemporânea. Neste sentido, considera-se que, na contemporaneidade, é por meio do consumo que as identidades são formadas, ressaltando-se que não é o objeto consumido, mas os signos que ele representa, que têm a capacidade de expressar as identidades. Desta forma, pode-se deduzir que o consumo de marcas seja um dos esteios da construção de identidades. Assumindo a premissa de que o “eu” seja uma construção social forjado na alteridade e que em interações sociais esta construção passa por um processo contínuo de alinhamento (footing), o presente estudo teve por objetivo compreender como os consumidores alinham seu “eu” na medida em que recorrem às marcas como recursos simbólicos. Com isso em mente, desenvolvemos o referido estudo exploratório. Para tal, uma etnografia da comunicação foi realizada por meio da observação participante da interação cotidiana de pessoas de diferentes grupos sociais. Os resultados apontam para o alinhamento do self por meio de vinte e quatro “atividades marcárias”. Ao final, analisamos implicações do estudo tanto para a academia quanto para a gestão de marcas.Palavras-chave: Marcas. Consumo. Footing. Self. Etnografia da comunicação.FECAP2011-04-04info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/64210.7819/rbgn.v13i38.642Review of Business Management; Vol. 13 No. 38 (2011); 61-79RBGN Revista Brasileira de Gestão de Negócios; Vol. 13 Núm. 38 (2011); 61-79RBGN - Revista Brasileira de Gestão de Negócios; v. 13 n. 38 (2011); 61-791983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPporhttps://rbgn.fecap.br/RBGN/article/view/642/708Copyright (c) 2014 Review of Business Managementinfo:eu-repo/semantics/openAccessLeão, André Luiz Maranhão de SouzaMello, Sérgio Carvalho Benício deFreitas, Grayci Kelli Alexandre de2021-07-21T16:39:21Zoai:ojs.emnuvens.com.br:article/642Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2021-07-21T16:39:21Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false |
dc.title.none.fl_str_mv |
Brand Uses for Self Alignment (footing) in Social Interactions El Uso de las Marcas para la Alineación del "Yo" (footing) en las Interacciones Sociales Usos das Marcas para o Alinhamento do “Eu” (footing) em Interações Sociais |
title |
Brand Uses for Self Alignment (footing) in Social Interactions |
spellingShingle |
Brand Uses for Self Alignment (footing) in Social Interactions Leão, André Luiz Maranhão de Souza Brands. Consumption. Footing. Self. Ethnography of communication. Marcas. Consumo. Footing. Self. Etnografía de la comunicación. Marcas. Consumo. Footing. Self. Etnografia da comunicação. |
title_short |
Brand Uses for Self Alignment (footing) in Social Interactions |
title_full |
Brand Uses for Self Alignment (footing) in Social Interactions |
title_fullStr |
Brand Uses for Self Alignment (footing) in Social Interactions |
title_full_unstemmed |
Brand Uses for Self Alignment (footing) in Social Interactions |
title_sort |
Brand Uses for Self Alignment (footing) in Social Interactions |
author |
Leão, André Luiz Maranhão de Souza |
author_facet |
Leão, André Luiz Maranhão de Souza Mello, Sérgio Carvalho Benício de Freitas, Grayci Kelli Alexandre de |
author_role |
author |
author2 |
Mello, Sérgio Carvalho Benício de Freitas, Grayci Kelli Alexandre de |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Leão, André Luiz Maranhão de Souza Mello, Sérgio Carvalho Benício de Freitas, Grayci Kelli Alexandre de |
dc.subject.por.fl_str_mv |
Brands. Consumption. Footing. Self. Ethnography of communication. Marcas. Consumo. Footing. Self. Etnografía de la comunicación. Marcas. Consumo. Footing. Self. Etnografia da comunicação. |
topic |
Brands. Consumption. Footing. Self. Ethnography of communication. Marcas. Consumo. Footing. Self. Etnografía de la comunicación. Marcas. Consumo. Footing. Self. Etnografia da comunicação. |
description |
There has been much debate concerning how consumption has become the core trigger for change within contemporary society. In this sense, it is believed that, in contemporary times, it is through consumption that identities are formed, emphasizing that it is not the consumed object that has the ability to express identities but what which it represents. Thus, it is possible to deduce that the consumption of brands is a mainstay of the construction of identities. Assuming the premise that the self is a social construction wrought in the otherness and that in social interactions this construction goes through a continuous process of alignment (footing) The present study aimed to understand how consumers align their self while turn to brands as symbolic resources. With this in mind, we have developed this exploratory study. For such, an ethnography of communication was undertaken through participant observation of people daily interaction of different social groups. Our results indicate the self alignment through twenty four brand activities. At the end, we analyze implications of our study for the academy as for the brand management.Key words: Brands. Consumption. Footing. Self. Ethnography of communication. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011-04-04 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/642 10.7819/rbgn.v13i38.642 |
url |
https://rbgn.fecap.br/RBGN/article/view/642 |
identifier_str_mv |
10.7819/rbgn.v13i38.642 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/642/708 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2014 Review of Business Management info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2014 Review of Business Management |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
FECAP |
publisher.none.fl_str_mv |
FECAP |
dc.source.none.fl_str_mv |
Review of Business Management; Vol. 13 No. 38 (2011); 61-79 RBGN Revista Brasileira de Gestão de Negócios; Vol. 13 Núm. 38 (2011); 61-79 RBGN - Revista Brasileira de Gestão de Negócios; v. 13 n. 38 (2011); 61-79 1983-0807 1806-4892 reponame:Revista Brasileira de Gestão de Negócios (Online) instname:Fundação Escola de Comércio Álvares Penteado (FECAP) instacron:FECAP |
instname_str |
Fundação Escola de Comércio Álvares Penteado (FECAP) |
instacron_str |
FECAP |
institution |
FECAP |
reponame_str |
Revista Brasileira de Gestão de Negócios (Online) |
collection |
Revista Brasileira de Gestão de Negócios (Online) |
repository.name.fl_str_mv |
Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP) |
repository.mail.fl_str_mv |
||jmauricio@fecap.br |
_version_ |
1798942367598772224 |