Universes of meaning for the low-income populace in Brazil: semantics of stability, of social ascent and mobility.

Authors

  • Clotilde Perez ECA - USP e PUC SP
  • Sergio Bairon ECA-USP

DOI:

https://doi.org/10.11606/issn.1982-8160.v7i2p177-191

Keywords:

Brazil, low income, mobility, social ascension, universe of meaning.

Abstract

The objective of this research was to identify and understand the basic recurring semantics in the everyday life of the low-income populace in Brazil. To accomplish this, the study was based on the reflections regarding popular language by Michel De Certeau (1996) and Agnes Heller (1987), language-game by Ludwig Wittgenstein (1989) and the erosion of meaning of Arjun Appadurai (2004). We integrated the considerations about the contemporaneity with writings by Bauman (2008), Lipovetsky (1989, 2004a, 2004b) and Hall (1992) regarding the different subjects and the post-modern subject.  The knowledge about the imaginary and the fantasy of Castoriades (1989) and the reflectivity of Zizek (2008), as well as the philosophical reflection starting from metaphors from spheres of Sloterdijk (2006) have contributed to the formation of the theoretical body. The results of this methodological bricolage have led us to identify three basic recurring semantics in the construction of meanings of consumption among the low-income populace, the semantics of stability, the semantics of social ascent and the semantics of mobility.

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Author Biographies

  • Clotilde Perez, ECA - USP e PUC SP
    Lecturer in Communication Sciences at the Escola de Comunicações e Artes of the Universidade de São Paulo – ECA/USP. Post-Doctorate in Communication at the Universidad de Murcia, Spain, with a scholarship by the Fundación Carolina. PhD in Communications and Semiotics and Masters in Marketing Management at Pontifícia Universidade Católica de São Paulo. Professor at PUC SP. Guest lecturer at the Universidade Católica Portuguesa and Universidad de Mucia, Spain. Vice-leader of GESC3 – Grupo de Estudos Semióticos em Comunicação, Cultura e Consumo (Group of Semiotic Studies in Communication, Culture and Consumption).
  • Sergio Bairon, ECA-USP
    Lecturer at the Escola de Comunicação e Artes of the Universidade de São Paulo – ECA/USP, where he teaches and does research on themes of Audiovisual, Hypermedia and Shared Production of Knowledge. Has a doctorate in Sciences at FFLCH/USP and a post-doctorate in Communications and Semiotics at PUC/SP and Communications and Human Sciences at Freie Universität Berlin, Germany. He is the leader of CEDIPP - Centro de Comunicação Digital e Pesquisa Partilhada (Center of Digital Communication and Shared Research).

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Published

2013-12-06

Issue

Vol. 7 No. 2 (2013)

Section

Em Pauta/Agenda

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How to Cite

Perez, C., & Bairon, S. (2013). Universes of meaning for the low-income populace in Brazil: semantics of stability, of social ascent and mobility. MATRIZes, 7(2), 177-191. https://doi.org/10.11606/issn.1982-8160.v7i2p177-191