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Mateus Vieira Orio Consumismo Na Sociedade Contemporânea Universidade Federal de Goiás Faculdade de Ciências Sociais Programa de Pós-Graduação em Sociologia MATEUS VIEIRA ORIO CONSUMISMO NA SOCIEDADE CONTEMPORÂNEA: A DINÂMICA DA CRIAÇÃO DE NECESSIDADES NO MERCADO DA INFORMÁTICA Goiânia 2014 Universidade Federal de Goiás Faculdade de Ciências Sociais Programa de Pós-Graduação em Sociologia MATEUS VIEIRA ORIO Mestrando em Sociologia Bolsista CAPES CONSUMISMO NA SOCIEDADE CONTEMPORÂNEA: A DINÂMICA DA CRIAÇÃO DE NECESSIDADES NO MERCADO DA INFORMÁTICA Dissertação apresentada como pré-requisito à obtenção do título de Mestre em Sociologia junto ao Programa de Pós-Graduação em Sociologia da Universidade Federal de Goiás sob a orientação do professor Dr. Nildo Viana. Goiânia 2014 Dados Internacionais de Catalogação na Publicação na (CIP) GPT/BC/UFG Orio, Mateus Vieira. O69c Consumismo na sociedade contemporânea [manuscrito] : A dinâmica da criação de necessidades no mercado da informática/ Mateus Vieira Orio. - 2014. xv, 146 f. : tabs. Orientador: Prof. Dr. Nildo Silva Viana. Dissertação (Mestrado) – Universidade Federal de Goiás, Faculdade de Ciências Sociais, 2014. Bibliografia. Inclui lista de tabelas. 1. Consumismo – Informática 2. Capitalismo moderno 3. Consumismo – Sociedade contemporânea I. Título. CDU: 330.342.14 TERMO DE CIÊNCIA E DE AUTORIZAÇÃO PARA DISPONIBILIZAR AS TESES E DISSERTAÇÕES ELETRÔNICAS (TEDE) NA BIBLIOTECA DIGITAL DA UFG Na qualidade de titular dos direitos de autor, autorizo a Universidade Federal de Goiás (UFG) a disponibilizar, gratuitamente, por meio da Biblioteca Digital de Teses e Dissertações (BDTD/UFG), sem ressarcimento dos direitos autorais, de acordo com a Lei nº 9610/98, o documento conforme permissões assinaladas abaixo, para fins de leitura, impressão e/ou download, a título de divulgação da produção científica brasileira, a partir desta data. 1. Identificação do material bibliográfico: [X] Dissertação [ ] Tese 2. Identificação da Tese ou Dissertação Autor (a): Mateus Vieira Orio E-mail: [email protected] Seu e-mail pode ser disponibilizado na página? [X]Sim [ ] Não Vínculo empregatício do autor Nenhum Agência de fomento: Coordenação de Aperfeiçoamento Sigla: CAPES de Pessoal de Nível Superior País: Brasil UF: DF CNPJ: 00889834/0001-08 Título: Consumismo na sociedade contemporânea: A dinâmica da criação de necessidades no mercado da informática Palavras-chave: Capitalismo; consumismo; informática. Título em outra língua: Consumerism in contemporary society: The process of creating needs in the computing market Palavras-chave em outra língua: Capitalism; consumerism; computers. Área de concentração: Sociedade, Política e Cultura. Data defesa: (dd/mm/aaaa) 28/02/2014 Programa de Pós-Graduação: Sociologia Orientador (a): Nildo Silva Viana E-mail: [email protected] Co-orientador (a):* E-mail: *Necessita do CPF quando não constar no SisPG 3. Informações de acesso ao documento: Concorda com a liberação total do documento [X] SIM [ ] NÃO1 Havendo concordância com a disponibilização eletrônica, torna-se imprescindível o envio do(s) arquivo(s) em formato digital PDF ou DOC da tese ou dissertação. O sistema da Biblioteca Digital de Teses e Dissertações garante aos autores, que os arquivos contendo eletronicamente as teses e ou dissertações, antes de sua disponibilização, receberão procedimentos de segurança, criptografia (para não permitir cópia e extração de conteúdo, permitindo apenas impressão fraca) usando o padrão do Acrobat. ________________________________________ Data: ____ / ____ / _____ Assinatura do (a) autor (a) 1 Neste caso o documento será embargado por até um ano a partir da data de defesa. A extensão deste prazo suscita justificativa junto à coordenação do curso. Os dados do documento não serão disponibilizados durante o período de embargo. DEDICATÓRIA A minha mãe Eleuza, minha namorada Isabela e minha sobrinha Valentina. AGRADECIMENTOS Agradeço a meus pais Luiz e Eleuza que possibilitaram toda a educação, carinho e condições para que eu pudesse desenvolver minha formação humana e acadêmica. Em especial a minha mãe que, após a morte de meu pai, continuou educando Juliana e eu com toda determinação e ternura, que sempre me deu todo apoio para que eu pudesse seguir os caminhos que escolhi e que sempre acreditou em mim até mais do que eu mesmo havia acreditado. Agradeço a Isabela por todo amor e todo carinho incondicionais que depositou em mim. Por ter convivido com todas as angústias, todas as incertezas, todos os alívios e todas as alegrias deste penoso processo de aprendizagem e desenvolvimento de novas ideias. Por ter me apoiado, me consolado e motivado em todos estes momentos. E por permanecer sempre em meus pensamentos e em meu coração. Agradeço a Juliana, minha querida irmã. Por aturar as implicâncias, por me apoiar e sempre esperar algo de mim. A Danilo, um grande amigo de longa data, por toda ajuda, amizade e companheirismo. E agradeço também a Valentina por ter alegrado a todos com sua chegada tão desejada. Agradeço a grandes amigos que sempre me ajudaram, debateram, encrencaram e principalmente sempre me proporcionaram inúmeros momentos de felicidade, momentos em que reconhecemos decisavamente que estamos vivos e que é muito bom viver: Francisco, Neto, João Lucas e Lisandro, apenas para mencionar alguns entre tantos outros que estiveram e ainda estão marcando presença com sua fraterna amizade. Entendendo o processo de constituição do conhecimento como um processo social, imerso em inúmeras relações entre os seres humanos no decorrer da história, não posso deixar de agradecer todos aqueles que direta e indiretamente prestaram sábias contribuições para o meu processo de aprendizagem. Todos que contribuíram em grupos de discussão, debates críticos e produções bibliográficas que foram importantes na construção deste trabalho. Menciono, por isso, Nildo por suas grandes contribuições teóricas, orientação e amizade. E agradeço também a todos aqueles que cotidianamente lutam pela destruição dos grilhões que emperram o desenvolvimento humano na busca por uma sociedade em que prevaleça a livre associação produtiva entre seres humanos. EPÍGRAFE Corrida pra vender cigarro / Cigarro pra vender remédio / Remédio pra curar a tosse / Tossir, cuspir, jogar pra fora / Corrida pra vender os carros / Pneu, cerveja e gasolina / Cabeça pra usar boné / E professar a fé de quem patrocina. Eles querem te vender, eles querem te comprar / Querem te matar (a sede) ... Eles querem te sedar / Quem são eles? / Quem eles pensam que são? Corrida contra o relógio / Silicone contra a gravidade / Dedo no gatilho, velocidade / Quem mente antes diz a verdade / Satisfação garantida / Obsolescência programada / Eles ganham a corrida antes mesmo da largada. Eles querem te vender, eles querem te comprar / Querem te matar (de rir), querem te fazer chorar / Quem são eles? / Quem eles pensam que são? Vender... comprar... vedar os olhos / Jogar a rede... contra a parede / Querem te deixar com sede / Não querem te deixar pensar / Quem são eles? / Quem eles pensam que são? (GESSINGER, 2002). RESUMO ORIO. Mateus. Consumismo na sociedade contemporânea. A dinâmica da criação de necessidades no mercado da informática. Dissertação (Mestrado em Sociologia) – Programa de Pós-Graduação em Sociologia, Universidade Federal de Goiás, Goiânia, 2014. Este estudo busca compreender as relações histórico-sociais que estão na base do consumismo tal como o observamos cotidianamente. Assim, a pretensão é compreender o desenvolvimento e a dinâmica do modo de vida contemporâneo: o capitalismo, e, desta forma, compreender a criação de necessidades que são reproduzidas na sociedade de modo a favorecer uma aquisição exacerbada de bens por determinados indivíduos ou grupos sociais. No presente trabalho o mercado da informática é tomado como exemplo privilegiado de análise. Esta escolha não é aleatória, pois parte da constatação da efervescente dinâmica do referido mercado. Então o principal objetivo desta pesquisa é compreender de que forma o conjunto de produtos do mercado da informática, supostamente destinado a trazer facilidades na realização de problemas, passa a ser um meio de diversificar a produção de bens na sociedade contemporânea, compreendendo objetos que promovem o desejo de consumo exacerbado. Este estudo tem como aporte a compreensão da realidade concreta, abrangendo as determinações fundamentais de modo a evitar conclusões simplórias, indo além de uma acepção aparente. Por isso é necessário investigar relações sociais mais gerais como também mais simples, nos levando ao estudo da sociedade contemporânea a partir da realidade encontrada, mas entendendo-a como fruto de relações anteriores. Assim, o consumismo deixa de ser um fenômeno isolado, torna-se complexo, atravessado em várias direções pelas relações sociais que o determinam e que são determinadas por ele. A pretensão é que a investigação de questões acerca da criação de necessidades no mercado da informática contribua para a ampliação do debate sobre o tema do consumo na sociedade contemporânea. Palavras-chave: capitalismo; consumismo; informática. ABSTRACT ORIO. Mateus. Consumerism in contemporary society. The process of creating needs in the computing market. Dissertação (Mestrado em Sociologia) – Programa de Pós-Graduação em Sociologia, Universidade Federal de Goiás, Goiânia, 2014. This study seeks to understand the historical and social relations that are the basis of consumerism as we observe it daily. Thus, the intention is to understand the development and dynamics of the contemporary way of life: the capitalism, and
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