a chamada "nova classe média": cultura material, inclusão e distinção social

Clicks: 282
ID: 151488
2011
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Abstract
O presente artigo tem como objetivo apresentar uma discussão sobre a importância do consumo e cultura material para um determinado estrato social. A partir de uma pesquisa realizada sobre ligações clandestinas de energia elétrica, fenômeno sociotécnico de dimensões culturais conhecido por "gatos", residi por oito meses em um bairro popular na região metropolitana do Rio de Janeiro. Como moradora, pude penetrar na vida do bairro e analisar o estilo de vida de um grupo de moradores considerado a elite local, que, àquela época, fazia parte de um contingente mais amplo da população brasileira que estava adquirindo visibilidade pública, sendo denominado pela mídia como "nova classe média". Devido ao aumento da renda, à política de juros baixos e aos financiamentos facilitados a partir do Plano Real, esses "novos consumidores" obtiveram mais acesso a bens duráveis, especialmente eletroeletrônicos, elevando assim seu status perante seus iguais e muitas vezes adequando através de táticas seu novo padrão de consumo. Por meio do consumo, principalmente de carros e eletroeletrônicos, eles almejam inclusão em outro estrato social, as camadas médias urbanas.
The aim of this article is discussing the importance of consuming and material culture for a determined social strata. In order to carry out research on illegal energy hook-ups, a social and technical phenomenon with a strong cultural dimension, I lived for eight months in a lower-class neighborhood in Greater Metropolitan Rio de Janeiro. As a resident of the neighborhood, I had insider access to the way of life there and was thus able to study the lifestyle of the so-called local elite, who were part of the segment of the Brazilian population increasingly acknowledged by the media as the "new middle class". As a result of increased income, low interest rates and greater access to financing created by the Plano Real, these "new consumers" were now able to purchase durable goods, namely electronics/appliances. This new purchasing power often led to elevated status in relation to their peers as well as to changes in behavior. In purchasing more goods, mainly cars and domestic appliances, this group strives to join another social strata, that of the urban middle class.
Reference Key
yaccoub2011horizontesa Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors ;Hilaine Yaccoub
Journal arabian journal for science and engineering
Year 2011
DOI
10.1590/S0104-71832011000200009
URL
http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0104-71832011000200009
Keywords
status household purchases comfort conforto

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