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Bruno Farias Mendes Bruno Farias Mendes Pornografia on-line: uma nova forma de consumo compulsivo Tese de Doutorado Tese apresentada como requisito parcial para obtenção do grau de Doutor pelo Programa de Pós-graduação em Administração de Empresas do Departamento de Administração da PUC-Rio Orientador: Prof. Luís Fernando Hor-meyll Álvares Rio de Janeiro Maio de 2020 Bruno Farias Mendes Pornografia on-line: uma nova forma de consumo compulsivo Tese apresentada como requisito parcial para obtenção do grau de Doutor pelo Programa de Pós-Graduação em Administração de Empresas da PUC-Rio. Aprovada pela Comissão Examinadora abaixo. Prof. Luís Fernando Hor-Meyll Álvares Orientador PUC-Rio Prof. Angela Maria Cavalcanti da Rocha PUC-Rio Prof. Breno Sanvicente PUC-Rio Profa. Ana Raquel Coelho Rocha UFRJ Prof. Jose Mauro Goncalves Nunes UERJ Prof. João Felipe Rammelt Sauerbronn UNIGRANRIO Rio de Janeiro, 15 de maio de 2020 Todos os direitos reservados. É proibida a reprodução total ou parcial do trabalho sem a autorização da universidade, da autora e do orientador Bruno Farias Mendes Graduou-se em Administração na Universidade Cândido Mendes em 2011. Terminou mestrado em Administração na FGV/EBAPE (Fundação Getúlio Vargas) em 2013 e Especialização em Empreendedorismo pela École Supérieure de Commerce de Paris (2013). Ficha Catalográfica Mendes, Bruno Farias Pornografia on-line : uma nova forma de consumo compulsivo / Bruno Farias Mendes ; orientador: Luís Fernando Hor-Meyll Álvares. – 2020. 140 f. ; 30 cm Tese (doutorado)–Pontifícia Universidade Católica do Rio de Janeiro, Departamento de Administração, 2020. Inclui bibliografia 1. Administração - Teses. 2. Consumo compulsivo. 3. Pornografia on-line. 4. Consumo de pornografia. 5. Disfunção sexual. 6. Autoestima. I. Álvares, Luís Fernando Hor-Meyll. II. Pontifícia Universidade Católica do Rio de Janeiro. Departamento de Administração. III. Título. CDD: 658 Em memória dos avós Alzira e Alberto. Meus pais, esposa, filhas, irmão e primo. Ao Centro Dom Bosco, minha segunda família. A Deus e Sua Santa Igreja sobre todas as coisas! † Agradecimentos À PUC-Rio, pelos auxílios concedidos, sem os quais este trabalho não poderia ter sido realizado. O presente trabalho foi realizado com apoio da Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - Brasil (CAPES) - Código de Financiamento 001. Ao Cardeal Orani João Tempesta pelo apoio, estímulo e amizade. Ao professor Luís Hor-Meyll por ter acolhido o tema da tese e pela orientação, paciência e ensinamentos em toda trajetória. A professora Ângela da Rocha, pelo carinho e atenção que sempre demonstrou desde início. Aos membros e amigos do Centro Dom Bosco por suportar esta empreitada e manifestarem apoio desde princípio, especialmente nos momentos mais difíceis. Ao Dom Justino de Almeida Bueno, ao professor Antônio Donato, às freiras carmelitas do Rio de Janeiro, em especial madre Fabiana Maria de Jesus, e ao meu diretor espiritual padre Rômulo Argento por me guiarem no único caminho que importa: o da vida eterna. No final do célebre livro O Castelo Interior de Santa Teresa D’Ávila, a doutora da Igreja encerra a obra assim: “Se houver algum erro, será por falta de ciência de minha parte. Em tudo me sujeito ao que professa a santa Igreja Católica Romana, em cuja fé vivo, afirmo viver e prometo viver e morrer. Seja Deus, Nosso Senhor, para sempre louvado e bendito. Amém, amém”. Faço das palavras da Santa que deu nome a minha primogênita, as minhas. Viva Nossa Senhora, Rainha! Viva Cristo, Rei! Resumo Mendes, Bruno Farias; Alvares, Luís Fernando Hor-Meyll. Pornografia on-line: uma nova forma de consumo compulsivo. Rio de Janeiro, 2020. 141p. Tese de Doutorado – Departamento de Administração, Pontifícia Universidade Católica do Rio de Janeiro. Hirschman (1992) lançou bases para uma teoria de consumo compulsivo, a partir de estudo conduzido com consumidores de drogas, de álcool e de jogos de azar. O surgimento da Internet trouxe nova forma de consumo compulsivo, a pornografia on-line, com diferenças significativas dos estudados por Hirschman. Uma vez que pouco se conhece sobre o assunto, buscou-se ampliar o conhecimento sobre consumo compulsivo identificando antecedentes e consequências, a partir de relatos de participantes de um grupo brasileiro de suporte on-line que se autodeclaram dependentes. Baseada em interpretação hermenêutica, foi feita netnografia em 9 mil mensagens e discussões em 20 diários de membros da comunidade. Foram identificados seis grupos de antecedentes (percepção de risco, emoções negativas, compulsão em série, mudança relevante de vida e fácil acesso ao consumo) e consequências (percepção da compulsão, objetificação da mulher, queda da autoestima, problemas pessoais e profissionais, depressão e pensamento suicida e disturbios sexuais). Em seguida, foram conduzidas 15 entrevistas com participantes voluntários, para aprofundar o entendimento sobre categorias levantadas. Os resultados revelam que, embora os sete temas identificados por Hirschman estejam presentes nos relatos, outros temas, como objetificação da mulher, perda do senso de masculinidade e distúrbios sexuais parecem ser próprios do consumo de pornografia. Palavras-chave Consumo compulsivo; pornografia on-line; consumo de pornografia; disfunção sexual; autoestima. Abstract Mendes, Bruno Farias; Alvares, Luís Fernando Hor-Meyll (Advisor). Cyber-porn: a new way of consumption. Rio de Janeiro, 2020. 141p. Tese de Doutorado – Departamento de Administração, Pontifícia Universidade Católica do Rio de Janeiro. Hirschman (1992) opened the way for a compulsive consumption theory from the study conducted with drugs, alcohol and gambling-addicted. The emergence of the Internet brought with it a new form of compulsive consumption: the online pornography and its peculiarities in relation to Hirschman’s study. Since little is known from the subject, we sought to magnify the knowledge on compulsive consumption by the identification of a Brazilian group of online support for auto declared dependents. Based on hermeneutical interpretation, it was made netnography with nine thousand messages and discussions on 20 diaries of members of the community. There were identified six groups of precedents (risk perception, negative emotions, simultaneous addiction, role transition, easy access of consumption) and consequences (perceived addiction, woman objectification, low self-esteem, personal and professional problems, depression and suicidal thought and sexual disorders). Next, fifteen phenomenological interviews were conducted with voluntary participants to deepen the understanding of the identified categories. The results reveal that besides the seven themes pointed by Hirschman that were present on the reports, other themes, such as women objectification, loss of sense of masculinity and sexual disturbances seem to be intrinsic to pornography consumption. Keywords Compulsive consumption; online pornography; pornography consumption; erectile disfunction; self-esteem. SUMÁRIO 1 Introdução ...................................................................................................................... 13 1.1. Objetivo ................................................................................................................. 16 1.2 Relevância .............................................................................................................. 16 1.3. Delimitação do estudo .......................................................................................... 18 2 Revisão de Literatura...................................................................................................... 19 2.1 Conceituação utilizada na literatura ...................................................................... 19 2.2 Os estudos de consumo compulsivo ...................................................................... 22 2.3 Em direção a uma teoria geral de consumo compulsivo ....................................... 28 2.4 Consumo compulsivo de pornografia on-line ........................................................ 32 2.5 O perfil do consumidor compulsivo de pornografia on-line .................................. 34 3. Método .......................................................................................................................... 39 3.1 Primeira fase – Netnografia ................................................................................... 39 3.1.1 Definição do campo.......................................................................................... 43 3.1.2 Entrada na comunidade ................................................................................... 49 3.1.3 Coleta de dados ................................................................................................ 51 3.1.4 Análise, interpretação e reinterpretação dos dados ....................................... 55 3.2 Segunda fase – Entrevistas ..................................................................................... 58 3.3 Análise hermenêutica........................................................................................ 63 4. Análise e discussão ........................................................................................................ 66 4.1 Relatos dos diários ................................................................................................. 66 4.1.1 Antecedentes do consumo compulsivo .............................................................. 66 4.1.2 Consequências percebidas ...........................................................................
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