Afroconsumo: ensaio-teórico sobre a influência dos fenômenos raça e etnia sobre o consumo da população negra brasileira

• Autor(a) principal: Andrade, Fernando Montenegro
• Data de Publicação: 2020
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/26660
• topic: CNPQ::CIENCIAS HUMANAS::PSICOLOGIA; Semiótica psicanalítica; Raça; Consumo; Antropologia do consumo; Afroconsumo; Psychoanalytic semiotics; Race; Consumption; Anthropology of consumption; Afroconsumption

This theoretical essay aims to bring to light general reflections on the consumption of the black brazilian population in the context of post-colonial modernity. In that sense, this work is based, mainly, in the line of research Psychoanalytic Semiotics. We seek to understand the psychic consequences of cultural signs in the sphere of consumption of the black population and, more specifically, how afro-descendants, self-declared blacks, within the eurocentric social context, are influenced in their consumption rituals as a result of ethnic-racial signs. In 3 the first section, we seek to present an overview of how the racial debate emerges in the national context and how black people become legi-sign of afro-descendent culture. In the second section, we review the literature on ethnic consumption and consumption, discuss the influence of ethnic-racial phenomena on the consumption of the black population and, finally, connect the points addressed throughout the theoretical essay proposing ways for new reflections on the theme. We bet on the hypothesis that, despite the population volume, the studied group is despised — compared to the self-declared non-blacks — in the different layers of consumption and that the variables race and ethnicity have an influence on their experiences as consumers. We reached this conclusion from ethnographic immersions, netnographic investigations, literature review, analysis of secondary data and empirical knowledge in the condition of black-life. Therefore, in this work, we propose to present and 4 support the concept of afroconsumption, which emerged during the study, in addition to provoking researchers who dialogue with the spheres of academia and the market to reflect on the consumption of the black population in Brazil as consumer agents with specific demands inherent in their african ancestry. We will also see how these phenomena mediate the different layers of consumption of these subjects and how they influence the late insertion of the consumer society as a whole: from basic needs to consumerism