A mitologia na representaÃÃo cultural e no consumo : efeito e recepÃÃo do signo da cachaÃa

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

This study reports the mythology of cultural representation and consumption of cachaÃa. The poor origin of cachaÃa determined the myths linked to disqualification associated to their cultural representation, making it stigmatized. In view of the fact that consumption is no longer seen as a simple purchase of products (goods or services) but of meanings, representation influences consumption in the same way that consumption influences representation. Based on this assumption, the aim of this study was to understand the effects and receptions between them, because the representation receives the effects of prejudice on the cachaÃa, disseminated in the society through myths. Such fact, however, causes effects on the consumption that receives the representation. Also, the consumption of the drink by people of low income causes effects in the cultural representation, reinforcing the prejudices. In order to achieve such purpose, a structuralist semiology was used to analyze the corpus composed of discourses from producers, class associations and a specialist. This resulted in the identification of myths that influence negatively (e.g. discredit, drunk âcachaceiroâ and popular drink) and positively (e.g. brazilian brandy and fashion) the representation and consumption of cachaÃa

ASSUNTO(S)

mitologia consumo cachaÃa representaÃÃo cachaÃa administracao mythologies cultural representation consumption

ACESSO AO ARTIGO

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