Flows and counter-Flows: market mediated global and local relations in gaúcho culture

Abstract

his study adopts a dialectic perspective to analyze the global flows and strategies performed by local agents to preserve their culture face the external influences. We look for distinct flows (global and local) those transits in the local market, aiming to understand the dynamic between global flows that glisten in the local market and resistance practices promoted by local agents. For this, we conduct an ethnographic approach in the emergent market based on gaucho culture exploration. Results indicates distinct global flows and “counter-flows”, our term to define local flows that emerges as an alternative or in opposition to the global ones. Describing the global-local interactions in the local market, we observe the construction of a hybrid and conflictual relation between different flows. Market reveals to be an alternative location for counter-flows dissemination, addressing local culture preservation against global influences.

Keywords
Global-local relations; Global flow; Local flow; Market; Gaúcho culture