O consumo conspícuo como forma de inserção social: uma análise do funk ostentação

• Autor(a) principal: Gonzalez, Marcela Carvalho
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/32593
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; Consumo; Funk ostentação; Grupos de referência; Pertencimento; Consumption; Ostentation funk; Reference groups; Sense of belongingness

The funk ostentation has been a point of discussion in different instances and aspects since its emergence in mid 2008. Low-income consumption, as a topic of interest to economists, sociologists and scholars in general, as well. Taken by a universe where consumption happens ostensibly, or conspicuously, as defined by Veblen (2018), the author used in the development of this work, the funk ostentation permeates the acquisition relations related to the Brazilian popular classes, being the main focus here, the from São Paulo, where it was seen to spread this aspect of this musical style and, as shown in the analyzes, also of life. The objective of this research work was to understand the consumption of low income from the perspective of funk ostentation. For this, a qualitative research of content analysis and exploratory analysis of multivariate data generated through the code developed in R language was carried out, based on compositions of funk music. As a result, relationships were found between the purchase choices made with the intention, although not perceived, of insertion and belonging to reference groups. Consumer relations sometimes guide the decision-making of the individual who wishes to see himself inserted in the context to which he wishes to ascend or of which he is part and cannot fail to be consistent. For the individual who participates in the funk ostentation universe, the conspicuous display of representative and meaningful items is a way of being present and perceived in a positive and relational way, as one seeks. For future work, it is proposed a greater understanding of the changes in the consumption habits of individuals taking into account musical styles that, in the last 10 years, have gained even more space and are among the styles to which young people are associating themselves, such as university backcountry and other aspects of funk (such as 150 BPM), as a lifestyle in general