Corporeidade e segurança ontológica no contexto padronizador do mercado
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/11376 |
Resumo: | In 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. |
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Gouveia, Tânia Maria de Oliveira AlmeidaEscolas::EBAPECasotti, LetíciaPessôa, Luis Alexandre Grubits de PaulaVergara, Sylvia ConstantSauerbronn, João Felipe RammeltAyrosa, Eduardo André Teixeira2014-01-02T19:23:53Z2014-01-02T19:23:53Z2013-11-25GOUVEIA, Tânia Maria de Oliveira Almeida. Corporeidade e segurança ontológica no contexto padronizador do mercado. Tese (Doutorado em Administração) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2013.http://hdl.handle.net/10438/11376In 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.Nesta tese, falamos do corpo construído socialmente, vinculado à subjetividade e à identidade do indivíduo e que está impregnado por elementos sociais e culturais. Para Giddens (2009), o controle do corpo é fundamental para que o indivíduo preserve aquilo que o autor chama de segurança ontológica – ou seja, para que ele tenha um sentido pessoal para a vida e pontos de referência que o ajudem a seguir adiante no cotidiano. Na cultura de consumo, sua aparência tende a ser normatizada e o culto ao corpo, entre outros aspectos, tem o apelo de autoindulgência. Nosso objetivo principal é compreender, dentro de um contexto de normatividade estética, o discurso e as práticas de consumo dos indivíduos em relação ao próprio corpo, identificando de que modo isso se conecta à sua segurança ontológica. Para alcançar esse objetivo, procuramos: (a) entender o olhar o indivíduo em relação a seu próprio corpo, avaliando de que forma isso tem relação com sua segurança ontológica; (b) examinar a presença do mercado no tripé indivíduo-corpo-segurança ontológica; (c) identificar e analisar elementos discursivos relacionados à aparência física, procurando entender o papel do consumo nesse contexto e (d) investigar as motivações que levam o indivíduo a agir ou não em conformidade com a norma estética, analisando as práticas de consumo relacionadas ao corpo. A coleta de dados primários foi feita por meio de entrevistas qualitativas. Foram entrevistados homens e mulheres, de atividades profissionais variadas, de 18 a 50 anos, pertencentes às classes A, B e C (ABEP, 2012), todos eles residentes no Rio de Janeiro. Este campo aconteceu no período de outubro de 2012 a julho de 2013. Os dados foram analisados a partir da abordagem de análise do discurso, considerando-se sua linha francesa e, particularmente a visão pecheutiana. Esta pesquisa conclui, em linha com autores como Giddens (2002), Goffman (1978) e Schouten (1991), que o corpo é algo importante na noção do indivíduo sobre si mesmo e faz parte de sua construção identitária. Além disso, a maneira como o sujeito lida com a mensagem normativa do mercado traz indícios sobre sua segurança ontológica. O indivíduo ontologicamente seguro não é aquele que descarta o mercado e cujas práticas de consumo relativas ao corpo fogem à norma estética. O que o diferencia daquele cuja segurança ontológica é frágil é sua motivação para aderir a determinado estímulo e a forma como ele lida com essas escolhas de consumo. Depreendemos que o indivíduo com segurança ontológica tem menos ansiedade em suas opções relativas ao corpo e não tem o olhar do outro como uma sombra quando toma decisões sobre sua própria aparência. Diferentemente, os indivíduos sem segurança ontológica são mais ansiosos diante da mensagem do mercado. Há, em algum grau, sofrimento quando não atendem a norma estética e, portanto, a aparência do corpo ganha um espaço importante em suas vidas.porSegurança ontológicaCultura de consumoIdentidadeNorma estéticaBodyConsummer cultureIdentityCorpoOntological securityNormative aestheticsAdministração de empresasIdentidade socialComportamento do consumidorCorpo humanoAparência pessoalEstéticaCorporeidade e segurança ontológica no contexto padronizador do mercadoinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessORIGINALTese - Tânia Maria de Oliveira Almeida Gouveia.pdfTese - Tânia Maria de Oliveira Almeida Gouveia.pdfapplication/pdf1262465https://repositorio.fgv.br/bitstreams/6b32e69c-bc84-4a76-8e3f-4ffe5802a5d5/download59168773b7d37540985bb2b82ea64d65MD51LICENSElicense.txtlicense.txttext/plain; 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|
dc.title.por.fl_str_mv |
Corporeidade e segurança ontológica no contexto padronizador do mercado |
title |
Corporeidade e segurança ontológica no contexto padronizador do mercado |
spellingShingle |
Corporeidade e segurança ontológica no contexto padronizador do mercado Gouveia, Tânia Maria de Oliveira Almeida Segurança ontológica Cultura de consumo Identidade Norma estética Body Consummer culture Identity Corpo Ontological security Normative aesthetics Administração de empresas Identidade social Comportamento do consumidor Corpo humano Aparência pessoal Estética |
title_short |
Corporeidade e segurança ontológica no contexto padronizador do mercado |
title_full |
Corporeidade e segurança ontológica no contexto padronizador do mercado |
title_fullStr |
Corporeidade e segurança ontológica no contexto padronizador do mercado |
title_full_unstemmed |
Corporeidade e segurança ontológica no contexto padronizador do mercado |
title_sort |
Corporeidade e segurança ontológica no contexto padronizador do mercado |
author |
Gouveia, Tânia Maria de Oliveira Almeida |
author_facet |
Gouveia, Tânia Maria de Oliveira Almeida |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EBAPE |
dc.contributor.member.none.fl_str_mv |
Casotti, Letícia Pessôa, Luis Alexandre Grubits de Paula Vergara, Sylvia Constant Sauerbronn, João Felipe Rammelt |
dc.contributor.author.fl_str_mv |
Gouveia, Tânia Maria de Oliveira Almeida |
dc.contributor.advisor1.fl_str_mv |
Ayrosa, Eduardo André Teixeira |
contributor_str_mv |
Ayrosa, Eduardo André Teixeira |
dc.subject.por.fl_str_mv |
Segurança ontológica Cultura de consumo Identidade Norma estética Body Consummer culture Identity Corpo |
topic |
Segurança ontológica Cultura de consumo Identidade Norma estética Body Consummer culture Identity Corpo Ontological security Normative aesthetics Administração de empresas Identidade social Comportamento do consumidor Corpo humano Aparência pessoal Estética |
dc.subject.eng.fl_str_mv |
Ontological security Normative aesthetics |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Identidade social Comportamento do consumidor Corpo humano Aparência pessoal Estética |
description |
In 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. |
publishDate |
2013 |
dc.date.issued.fl_str_mv |
2013-11-25 |
dc.date.accessioned.fl_str_mv |
2014-01-02T19:23:53Z |
dc.date.available.fl_str_mv |
2014-01-02T19:23:53Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/doctoralThesis |
format |
doctoralThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
GOUVEIA, Tânia Maria de Oliveira Almeida. Corporeidade e segurança ontológica no contexto padronizador do mercado. Tese (Doutorado em Administração) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2013. |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/11376 |
identifier_str_mv |
GOUVEIA, Tânia Maria de Oliveira Almeida. Corporeidade e segurança ontológica no contexto padronizador do mercado. Tese (Doutorado em Administração) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2013. |
url |
http://hdl.handle.net/10438/11376 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
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Fundação Getulio Vargas (FGV) |
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FGV |
institution |
FGV |
reponame_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
collection |
Repositório Institucional do FGV (FGV Repositório Digital) |
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repository.mail.fl_str_mv |
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