The spreading of "global state" in Brazil
DOI:
https://doi.org/10.11606/issn.2179-0892.geousp.2000.123482Keywords:
Commerce, consumption, urban space, fast food, franchisingAbstract
All over the Brazilian territory, one can see more and more the arrival of big com m erce chains integrated to the franchising system , the fast food has stood out due to its advanced stage of evolution in what concerns the shaping and standardization of the operations. The fast food is a system capable of creating images and codes which are decodable by groups, suggesting and launching behaviors, leading in a certain way to a hom ogenization of taste at world level. The time dedicated to the m eals is short and the fast food jo in s this conjuncture of a new era in the cities. These alterations in the relations of production do not take place abruptly; on the contrary, they are reproduced by means of gradual innovations and in a subtle way, allowing such changes to happen only when they reach a level of maturing. The fast food is a mass system, which encom passes a bigger market, disregarding custom s and traditions. The role of the m edia is very im portant in such process since it invades the day by day, in a game of sym bols and signs, with pre determ ined meanings. It is by the "p lace" that what is "w orldw ide" is em pirically noticed. In this dynam ic, hom ogenization and differentiation take place in parallelDownloads
References
AUGÉ, M. não-Lugares: introdução a uma antropologia da supermodernidade. Campinas: Papirus, 1994.
BAUDRILLARD, J. Am érica. Trad. A. Cabral. Rio de Janeiro: Rocco, 1986.
BAUDRILLARD, J. A Sociedade de Consum o. Lisboa: Edições 70, 1991.
BRAVERMAN, H. Trabalho e Capital Monopolista: Degradação do Trabalho no Século XX. Rio de Janeiro: Guanabara Koogan, 1987.
CARLOS, A.F.A. O lugar no/do mundo. São Paulo: Hucitec, 1996.
CHERTO, M. R. Franchis ing: revolução no marketing. São Paulo: Mc Graw-liill, 1988.
FRAHCHISiriG: na Econom ia Brasileira 1991/1994. São Paulo: Instituto Franchis ing,1993.
FRAHCHISIFiG: na Prática. São Paulo: Makron Books, 1994.
FRAHCMISiriG "Guia de Oportunidades" São Paulo: Instituto Franchising, anos de 1992, 1993, 1994, 1995.
GOTTD1ENER, M. A Produção Social do Espaço Urbano. Trad. G.G. Souza. Sáo Paulo: EDUSP, 1993.
GREFE, C. et al. El Im p e rio de La H am burguesa: La cultura del comer con las manos. Barcelona: GEDISA, 1988.
IBGE. Regiões de in flu e n c ia das cidades. Rio de Janeiro: IBGE DGC, 1987.
LEFEBVRE, H. A R e-produçâo das Relações de Produção. Porto: Publicações Escorpião, 1973.
LEFEBVRE, H. A Vida C otidiana no M undo M oderno. São Paulo: Ática, 1991.
LOVE, J. F A Verdadeira H isto ria do Sucesso: Mc Donald's. Rio de Janeiro: Bertrand Brasil, 1987.
O PERFIL do franqueado brasileiro. São Paulo: Cherto & Rizzo Franchising, 1993.
ORTIGOZA, S. A G. As franquias e as novas estratégias do com ércio urbano no Brasil. Rio Claro: UNESP, 1996. Dissertação (mestrado) IGCE - UMESP, 1996.
ORTIZ, R.. M undialização e C ultura. São Paulo: Brasiliense, 1994.
PinTAUDI, S. M. e Frúgoli Jr.,H. Shopping-Centers: espaço, cultura e modernidade nas cidades brasileiras. São Paulo: EDUnESP, 1992.
SANTOS, M. Técnica, Espaço, Tem po: G lobalização e m eio-técnico cie n tífico inform acional. São Paulo: Hucitec, 1994.
SOUZA, M.G., NEMER, A. Marca e D istribuição. São Paulo: Makron Books, 1993.
VIRILIO, P. O espaço crítico . Trad. P.R.Pires. Rio de Janeiro: Ed. 34, 1993.
Downloads
Published
Issue
Section
License
Copyright (c) 2000 Silvia Aparecida Guarnieri Ortigoza
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish in this journal agree to the following terms:
- Authors maintain copyright and grant the magazine the right to first publication, with the work with a license to use the CC-BY attribution, which allows to distribute, remix, adapt and create based on your work, provided that the due copyright, in the manner specified by CS.
- Authors are authorized to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (eg, publishing in institutional repository or as a book chapter), with acknowledgment of authorship and initial publication in this journal.
- Authors are allowed and encouraged to publish and distribute their work online (eg in institutional repositories or on their personal page) at any time before or during the editorial process, as this can generate productive changes, as well as increase the impact and citation of published work (See The Effect of Open Access).