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Consumption, football and identities: an ethnographic approach of the footballistic circuit in the city of Araraquara-SP

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Larissa Nunes Ziviani
Total Authors: 1
Document type: Master's Dissertation
Press: Araraquara. 2020-05-04.
Institution: Universidade Estadual Paulista (Unesp). Faculdade de Ciências e Letras. Araraquara
Defense date:
Advisor: Ana Lúcia de Castro

This work takes as its object the relationship between football, consumption and identity construction processes, seeking to elucidate the bonds that permeate the football universe of the city of Araraquara, with a focus on the city's football association, Ferroviária S / A, its fans and the material and symbolic consumption of goods that involve this sport, through research with ethnographic inspiration. It is assumed that the links between Ferroviária S / A, its sponsors, fans and the consumption of sporting goods from the club are related to the complex discussion about identity processes as forms of social representation, since they involve signification practices and symbolic systems . We seek to analyze the universe of football fans, starting from the reflection of Mary Douglas and Baron Isherwood (2004), in which they demonstrate that consumption carries with it a system of meaning in which goods can be perceived as cultural categories and communicators of social values. In this sense, each choice of consumption expresses a moral judgment, in addition to being loaded with social and cultural meanings; thus, we can think that sports brands produce a universe of “communicating goods”, which are, according to Douglas and Isherwood, capable of establishing bridges or fences with other groups of consumers, creating bonds and borders between individuals who share these same symbols. In other words, it is a matter of discussing whether and how football products have the power to stabilize social meanings, providing individuals and groups with elements to elaborate identity processes and enabling the expression of lifestyles and the weaving of networks sociability. To this end, we adopted as a methodological strategy the observation in fans' spaces, such as the city's stadium, Fonte Luminosa, and bars that gather fans on match days, in the city of Araraquara, seeking to establish dialogic situations with the interlocutors who stand out in these contexts. In addition to this ethnographic immersion, we will seek to interview fans and representatives of the marketing area of ​​the companies sponsoring Ferroviária S / A, aiming to capture, in the discourse present in the business field, the motivations for this type of advertising investment. (AU)

FAPESP's process: 18/01220-8 - Consumption and identities: an ethnography of the soccer circuit of the city of Araraquara-SP
Grantee:Larissa Nunes Ziviani
Support type: Scholarships in Brazil - Master