O Consumo Simbólico de Marcas Patrocinadoras no Festival Folclórico de Parintins à luz da CCT (Consumer Culture Theory)
Autor(a) principal: | |
---|---|
Data de Publicação: | 2023 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Internacional de Folkcomunicação |
Texto Completo: | https://revistas.uepg.br/index.php/folkcom/article/view/21591 |
Resumo: | Consumption is broad and its understanding cannot be limited to an objective view. The CCT (Consumer Culture Theory) offers a counterpoint, in a subjective perspective that needs to be explored. Allied to this, the theme involves the greatest cultural attraction in the state of Amazonas and the cultural marketing strategies applied locally, which is a rare phenomenon in the world, by large companies, exploring a historic rivalry between the protagonist bumbas, as a means of training of consumer culture and, at the same time, of collective identity. Understanding the consumption behavior of Bumbás fans in Parintins, through a sociocultural, experiential, symbolic and ideological vision associated with sponsoring brands of the Folk Festival, in the light of the Culture Consumer Theory (CCT) was the objective of this study. The research was qualitative and developed in an exploratory and interpretative nature. In-depth interviews were carried out with young people between 18 and 25 years old, active fans of the two associations of the Parintins Folk Festival (AM). The results showed a close association between traditional ideologies based on mass strategies by sponsoring brands and projected identity. It was also possible to verify socio-historical patterns of consumption underpinning the identified market cultures, influencing the choices and postures linked to consumption from the “I extended”, represented by symbols, images and colors of the oxen used for this purpose by the sponsors. |
id |
UEPG-29_bdfb42c29f36e9c85987b7e001dbfe20 |
---|---|
oai_identifier_str |
oai:uepg.br:article/21591 |
network_acronym_str |
UEPG-29 |
network_name_str |
Revista Internacional de Folkcomunicação |
repository_id_str |
|
spelling |
O Consumo Simbólico de Marcas Patrocinadoras no Festival Folclórico de Parintins à luz da CCT (Consumer Culture Theory) Consumer Culture Theory (CCT); Folkmarketing; Comportamento de ConsumoConsumption is broad and its understanding cannot be limited to an objective view. The CCT (Consumer Culture Theory) offers a counterpoint, in a subjective perspective that needs to be explored. Allied to this, the theme involves the greatest cultural attraction in the state of Amazonas and the cultural marketing strategies applied locally, which is a rare phenomenon in the world, by large companies, exploring a historic rivalry between the protagonist bumbas, as a means of training of consumer culture and, at the same time, of collective identity. Understanding the consumption behavior of Bumbás fans in Parintins, through a sociocultural, experiential, symbolic and ideological vision associated with sponsoring brands of the Folk Festival, in the light of the Culture Consumer Theory (CCT) was the objective of this study. The research was qualitative and developed in an exploratory and interpretative nature. In-depth interviews were carried out with young people between 18 and 25 years old, active fans of the two associations of the Parintins Folk Festival (AM). The results showed a close association between traditional ideologies based on mass strategies by sponsoring brands and projected identity. It was also possible to verify socio-historical patterns of consumption underpinning the identified market cultures, influencing the choices and postures linked to consumption from the “I extended”, represented by symbols, images and colors of the oxen used for this purpose by the sponsors.El consumo es amplio y su comprensión no puede limitarse a una mirada objetiva. La TCC (Teoría de la Cultura del Consumidor) ofrece un contrapunto, en una perspectiva subjetiva que necesita ser explorada. Aliado a esto, el tema envuelve la mayor atracción cultural en el estado de Amazonas y las estrategias de marketing cultural aplicadas localmente, fenómeno raro en el mundo, por grandes empresas, explorando una rivalidad histórica entre los protagonistas bumbas, como medio de formación de la cultura de consumo y, al mismo tiempo, de la identidad colectiva. Comprender el comportamiento de consumo de los hinchas de Bumbás en Parintins, a través de una visión sociocultural, experiencial, simbólica e ideológica asociada a las marcas patrocinadoras del Festival Folklórico, a la luz de la Teoría del Consumidor de la Cultura (CCT), fue el objetivo de este estudio. La investigación fue cualitativa y se desarrolló en un carácter exploratorio e interpretativo. Se realizaron entrevistas en profundidad a jóvenes entre 18 y 25 años, hinchas activos de las dos asociaciones del Festival Folclórica de Parintins (AM). Los resultados mostraron una estrecha asociación entre las ideologías tradicionales basadas en estrategias masivas de patrocinio de marcas e identidad proyectada. También fue posible verificar patrones sociohistóricos de consumo que sustentan las culturas de mercado identificadas, influyendo en las elecciones y actitudes relacionadas con el consumo a partir del “I extendido”, representado por símbolos, imágenes y colores de los bueyes utilizados para tal fin por los patrocinadores.A CCT (Consumer Culture Theory) oferece um contraponto teorico ao marketing, analisando o comportamento de cosnumo numa ótica subjetiva. O Festival Folclórico de Parintins (AM) é a maior atração cultural do estado do Amazonas e as estratégias de marketing cultural aplicadas localmente, exploram uma histórica rivalidade entre os bumbás protagonistas, como meio de formação de cultura de consumo e, ao mesmo tempo, de identidade coletiva. Compreender o comportamento de consumo de torcedores dos bumbás de Parintins, por meio de uma visão sociocultural, experiencial, simbólica e ideológica associada a marcas patrocinadoras do Festival Folclórico, à luz da Culture Consumer Theory (CCT), foi o objetivo deste estudo. A pesquisa foi qualitativa e desenvolvida em caráter exploratório, de natureza interpretativa, por meio de entrevistas em profundidade aplicadas a torcedores ativos das duas agremiações. Os resultados mostraram estreita associação entre as ideologias tradicionais baseadas em estratégias massificadas pelas marcas patrocinadoras e a identidade projetada. Também foi possível constatar padrões sócio-históricos de consumo alicerçando as culturas de mercado identificadas, influenciando as escolhas e posturas ligadas ao consumo a partir do “Eu estendido”, representado por símbolos, imagens e cores dos bois usadas para esta finalidade pelas patrocinadoras.Editora UEPG2023-12-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArtigo avaliado pelos Paresapplication/pdfhttps://revistas.uepg.br/index.php/folkcom/article/view/2159110.5212/RIF.v.21.i47.0011Revista Internacional de Folkcomunicação; v. 21 n. 47 (2023): Dossiê: Arte, Culturas e Movimentos Sociais: Os Fazeres da Folkcomunicação ; 192-2171807-4960reponame:Revista Internacional de Folkcomunicaçãoinstname:Universidade Estadual de Ponta Grossa (UEPG)instacron:UEPGporhttps://revistas.uepg.br/index.php/folkcom/article/view/21591/209209218333Copyright (c) 2024 Revista Internacional de Folkcomunicaçãoinfo:eu-repo/semantics/openAccessAmorim Francisco Soares Filho, AfrânioCid Mendes, Valentinade Moraes Moraes, Ana Flávia 2024-03-17T20:43:57Zoai:uepg.br:article/21591Revistahttp://www.revistas.uepg.br/index.php?journal=folkcomPUBhttp://www.revistas.uepg.br/index.php/folkcom/oairevistafolkcom@uepg.br||sergiogadini@yahoo.com.br1807-49601807-4960opendoar:2024-03-17T20:43:57Revista Internacional de Folkcomunicação - Universidade Estadual de Ponta Grossa (UEPG)false |
dc.title.none.fl_str_mv |
O Consumo Simbólico de Marcas Patrocinadoras no Festival Folclórico de Parintins à luz da CCT (Consumer Culture Theory) |
title |
O Consumo Simbólico de Marcas Patrocinadoras no Festival Folclórico de Parintins à luz da CCT (Consumer Culture Theory) |
spellingShingle |
O Consumo Simbólico de Marcas Patrocinadoras no Festival Folclórico de Parintins à luz da CCT (Consumer Culture Theory) Amorim Francisco Soares Filho, Afrânio Consumer Culture Theory (CCT); Folkmarketing; Comportamento de Consumo |
title_short |
O Consumo Simbólico de Marcas Patrocinadoras no Festival Folclórico de Parintins à luz da CCT (Consumer Culture Theory) |
title_full |
O Consumo Simbólico de Marcas Patrocinadoras no Festival Folclórico de Parintins à luz da CCT (Consumer Culture Theory) |
title_fullStr |
O Consumo Simbólico de Marcas Patrocinadoras no Festival Folclórico de Parintins à luz da CCT (Consumer Culture Theory) |
title_full_unstemmed |
O Consumo Simbólico de Marcas Patrocinadoras no Festival Folclórico de Parintins à luz da CCT (Consumer Culture Theory) |
title_sort |
O Consumo Simbólico de Marcas Patrocinadoras no Festival Folclórico de Parintins à luz da CCT (Consumer Culture Theory) |
author |
Amorim Francisco Soares Filho, Afrânio |
author_facet |
Amorim Francisco Soares Filho, Afrânio Cid Mendes, Valentina de Moraes Moraes, Ana Flávia |
author_role |
author |
author2 |
Cid Mendes, Valentina de Moraes Moraes, Ana Flávia |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Amorim Francisco Soares Filho, Afrânio Cid Mendes, Valentina de Moraes Moraes, Ana Flávia |
dc.subject.por.fl_str_mv |
Consumer Culture Theory (CCT); Folkmarketing; Comportamento de Consumo |
topic |
Consumer Culture Theory (CCT); Folkmarketing; Comportamento de Consumo |
description |
Consumption is broad and its understanding cannot be limited to an objective view. The CCT (Consumer Culture Theory) offers a counterpoint, in a subjective perspective that needs to be explored. Allied to this, the theme involves the greatest cultural attraction in the state of Amazonas and the cultural marketing strategies applied locally, which is a rare phenomenon in the world, by large companies, exploring a historic rivalry between the protagonist bumbas, as a means of training of consumer culture and, at the same time, of collective identity. Understanding the consumption behavior of Bumbás fans in Parintins, through a sociocultural, experiential, symbolic and ideological vision associated with sponsoring brands of the Folk Festival, in the light of the Culture Consumer Theory (CCT) was the objective of this study. The research was qualitative and developed in an exploratory and interpretative nature. In-depth interviews were carried out with young people between 18 and 25 years old, active fans of the two associations of the Parintins Folk Festival (AM). The results showed a close association between traditional ideologies based on mass strategies by sponsoring brands and projected identity. It was also possible to verify socio-historical patterns of consumption underpinning the identified market cultures, influencing the choices and postures linked to consumption from the “I extended”, represented by symbols, images and colors of the oxen used for this purpose by the sponsors. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-12-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artigo avaliado pelos Pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revistas.uepg.br/index.php/folkcom/article/view/21591 10.5212/RIF.v.21.i47.0011 |
url |
https://revistas.uepg.br/index.php/folkcom/article/view/21591 |
identifier_str_mv |
10.5212/RIF.v.21.i47.0011 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://revistas.uepg.br/index.php/folkcom/article/view/21591/209209218333 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2024 Revista Internacional de Folkcomunicação info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2024 Revista Internacional de Folkcomunicação |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Editora UEPG |
publisher.none.fl_str_mv |
Editora UEPG |
dc.source.none.fl_str_mv |
Revista Internacional de Folkcomunicação; v. 21 n. 47 (2023): Dossiê: Arte, Culturas e Movimentos Sociais: Os Fazeres da Folkcomunicação ; 192-217 1807-4960 reponame:Revista Internacional de Folkcomunicação instname:Universidade Estadual de Ponta Grossa (UEPG) instacron:UEPG |
instname_str |
Universidade Estadual de Ponta Grossa (UEPG) |
instacron_str |
UEPG |
institution |
UEPG |
reponame_str |
Revista Internacional de Folkcomunicação |
collection |
Revista Internacional de Folkcomunicação |
repository.name.fl_str_mv |
Revista Internacional de Folkcomunicação - Universidade Estadual de Ponta Grossa (UEPG) |
repository.mail.fl_str_mv |
revistafolkcom@uepg.br||sergiogadini@yahoo.com.br |
_version_ |
1799317369451970560 |