Uma história do consumo na sociedade francesa contemporânea

• Autor(a) principal: Silva, Cintia Coelho da
• Data de Publicação: 2021
• 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/24439
• topic: CNPQ::CIENCIAS HUMANAS::HISTORIA; Consumo; Comoditização; Propaganda; Consumption; Commoditization; Propaganda

This research aim to understand the role of Consumption and its particularities in contemporary French society (2007 to 2017) through two main focus of analysis and sources: the first one focused on the references found in advertisements of two magazines in France: Elle and GQ. And the second one focused on consumption habits found in data collected in the Institut national de la statistique et des etudes économiques-INSEE and Google Trends.These two fronts of analysis were used in order to obtain respectively two perspectives of consumption: the first one from marketing and advertising through advertisements and the second one from the use of Big Data through internet users who seek information on the web, especially on Google, which leaves a trail of data that is registered and later on made available by Google on its platforms, such as Google Trends. Thus, by combining these two fronts of analysis, it would be possible to obtain two scenarios: (1) the scenario built and disseminated by marketing and advertising, that is, an explicit and widely known scenario, and (2), the scenario captured and later on shaped (after the use of filters) by big techs (the largest and most dominant companies in the information technology industry), in this case Google, that is, a partially hidden scenario and still little known and explored.In order to achieve this goal, the entire research was based on answering three major guiding questions: (1) would consumption be an element that could give other meanings for institutions and social relations; (2) would it be an element that seeks to guide and give meaning to life in hypermodernity and; (3) would marketing and propaganda have the power to interfere in mediations, that is, to control the appropriations people make of the content that get to them? Or would this tool (propaganda) have persuasion methods?Particularly in France, reference in fashion in the 19th century, and that still maintains a great influence in this field nowadays, there was a great pioneerism towards a consumer-oriented society. After the 1990s globalization, its society started to have a new budget structure (due to changes in the labor market, available budget per person, progression of individual free time, evolution of preferences and way of life, sociodemographic factors and technological progress), adopting new consumption habits that acquired new meanings