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Advertising and Consumption
This book argues for the study of consumption and its relationship with media images, particularly advertising, from a cultural perspective. Focused on Brazil, it draws on decades of research by the author and engages with theory and concepts from a range of classic anthropological works. The chapters examine how advertising professionals view their craft, the resistance to capitalism amongst native Brazilians, images of women and their bodies in magazines, and the case of the first soccer player to become a national media celebrity. Rocha supports the study of consumption as a classification system that materializes culture and creates relations between people and goods. The book presents advertising as a mode of magical thinking that mediates the passage from the machine-driven sphere of production to the humanized sphere of consumption, converting meaningless impersonal things into goods that have name, origin, identity and purpose. It will be of interest to anthropologists, sociologists and others working on advertising, marketing, communications, and consumer research.
A sociedade do sonho
Em quinta edição, revista e ampliada, o livro discute, com rara desenvoltura crítica e maturidade intelectual, as teorias que tentam explicar o campo do consumo. Nesta discussão, o autor revela mais uma vez como o chamado “pensamento selvagem”, aquela forma de classificar o mundo que faz apelo aos animais, plantas e sentimentos permanentes, bem como a suportes classificatórios tradicionais, como as distinções de sexo e idade, continua operando e imperando no nosso mundo. Um estudo antropológico da indústria cultural é o que nos oferece Everardo Rocha, nesta obra. Com precisão e objetividade, o autor desvenda os mistérios dos meios de Comunicação de Massa e do fenômeno do consumo em geral. Uma análise densa e criativa que abre novos ângulos para o estudo do marketing e da propaganda, a partir de uma perspectiva da Antropologia do Consumo.
Jogo de Espelhos
O futebol. O trabalho e a identidade. A imagem do índio. Um mito de Exu. A esses quatro temas o antropólogo Everardo Rocha acrescenta, nesta edição revista e ampliada, um quinto: uma viagem pelo interior, oferecendo a seus leitores, neste novo Jogo de Espelhos, cinco temas para cinco ensaios de cultura brasileira. Refletindo a nossa experiência da brasilidade através de detalhes-que-revelam-nossas-vidas, esses ensaios não investigam nossas verdades ocultas sob o signo da ordem e do progresso. São exercícios de construir-desconstruir-reconstruir, como um quebra-cabeças em busca de soluções. E reconstruir é sempre uma emoção, quando novos reflexos se projetam no espelho mágico da cultura brasileira.
Cultura & imaginário
None
Consumo na base da pirâmide
Neste livro, os autoras reúnem pesquisas e estudos de diversos especialistas sobre o consumidor pobre no Brasil, mostrando que, em pouco mais de uma década, 20 milhões de brasileiros ingressaram no mercado como consumidores e que, nos próximos dez anos, cerca de outros 20 milhões atravessarão a linha que separa os excluídos daqueles que participam do mercado. Como salientam, esses novos consumidores estão mudando a face do consumo no país. E esgrimem dados de impacto - por exemplo, um terço dos membros da classe C tem conta bancária, 25% têm computador em casa, 5% acessam internet com banda larga e 34% têm carro na garagem. A classe C foi responsável, em 2007, por 40% dos compu...
Brazilian Subjectivity Today
The emerging field of psychosocial studies signifies a confluence of disciplines for whom the fantasies, repressions and cultural practices underlying national identity represents a crucial research focus. This book presents a psychosocial portrayal of Brazil’s arrival on the international stage in the economic boom of the run-up to its hosting of the 2014 World Cup and the 2016 Olympic Games. This former Portuguese colony is a country of contradictions in need of a new image; a nation that needs to be able to both love and sell itself in today’s neo-liberal reality. It argues that a contemporary representation of Brazilian subjectivity is best enabled through an interdisciplinary perspective. Five key themes – to be explored in all their contradictions and ambivalence – structure the book: fantasies of the nation; xenophobia and denial; Brazilian cultural practice; transnational mobility; and gender, race and Brazilian identity.
Ethnographic Thinking
This second edition of Ethnographic Thinking: From Method to Mindset serves as a primer for practitioners who want to apply ethnography to real-world challenges and commercial ventures. Building on the first edition, each chapter now includes a section focusing on practical advice to help readers activate key insights in their work. The book’s premise — that the thought processes and patterns ethnographers develop through their practice have strategic value beyond consumer insights — remains the same. Using real-world examples, Hasbrouck demonstrates how a more holistic view of an organization can help it benefit from a deeper understanding of its offerings within dynamic cultural cont...
EmTech Anthropology
EmTech Anthropology: Careers at the Frontier emphasizes anthropology’s critical role at the frontier of emerging technologies (EmTech). The book explores the opportunities and challenges that arise as anthropologists venture into the territory of EmTech, pushing the boundaries of traditional academic approaches and methodologies. By sharing the stories and insights of early to mid-career anthropologists working in AI, robotics, Web3, cybersecurity, and other cutting-edge fields, the book provides a possible roadmap for future practitioners seeking to make an impact in the world of EmTech. These anthropologists demonstrate how the discipline's unique perspective and skills can be applied to...
The Things of Others: Ethnographies, Histories, and Other Artefacts
The Things of Others: Ethnographies, Histories, and Other Artefacts deals with the things mainly, but not only, mobilized by anthropologists in order to produce knowledge about the African American, the Afro-Brazilian and the Afro-Cuban during the 1930s.
