Memes como um Atalho para a Cultura do Consumo: Uma Abordagem Metodológica para Ideologias Coletivas Encobertas

Deus, Elisa Priori de; Campos, Roberta Dias; Rocha, Ana Raquel

Elisa Priori de Deus ^** Corresponding Author

Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração, Rio de Janeiro, RJ, Brazil.

http://orcid.org/0000-0002-1719-3959

Roberta Dias Campos

Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração, Rio de Janeiro, RJ, Brazil.

http://orcid.org/0000-0002-7091-7901

Ana Raquel Rocha

Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração, Rio de Janeiro, RJ, Brazil.

http://orcid.org/0000-0002-0478-5146

* Corresponding Author

Editors-in-chief:

Wesley Mendes-da-Silva (Fundação Getulio Vargas, EAESP, Brazil)

Marcelo de Souza Bispo (Universidade Federal da Paraíba, PPGA, Brazil)

Guest Editors:

Evelyn Lanka (Cranfield School of Management, United Kingdom)

Sanjay Lanka (Fundação Getulio Vargas, EAESP, Brazil)

Ali Rostron (University of Liverpool, United Kingdom)

Pallavi Singh (Sheffield Hallam University, United Kingdom)

Reviewers:

Marlon Dalmoro (Universidade do Vale do Taquari, Brazil)

Two reviewers chose not to disclose their identities.

Authorship

Elisa Priori de Deus*

Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração

Rua Pascoal Lemme, n. 355, Cidade Universitária, 21941-616, Rio de Janeiro, RJ, Brazil

E-mail: elisa.priori@coppead.ufrj.br

https://orcid.org/0000-0002-1719-3959

Roberta Dias Campos

Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração

Rua Pascoal Lemme, n. 355, Cidade Universitária, 21941-616, Rio de Janeiro, RJ, Brazil

E-mail: roberta.campos@coppead.ufrj.br

https://orcid.org/0000-0002-7091-7901

Ana Raquel Rocha

Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração

Rua Pascoal Lemme, n. 355, Cidade Universitária, 21941-616, Rio de Janeiro, RJ, Brazil

E-mail: anaraquelcr@hotmail.com

https://orcid.org/0000-0002-0478-5146

Conflict of Interests

The authors have stated that there is no conflict of interest.

Authors' Contributions

1^st author: conceptualization (equal); data curation (lead); formal analysis (lead); investigation (equal); methodology (equal); project administration (equal); supervision (equal); validation (equal); visualization (equal); writing - original draft (lead); writing - review & editing (equal).

2^nd author: conceptualization (equal); data curation (equal); formal analysis (equal); investigation (equal); methodology (equal); project administration (equal); supervision (lead); validation (equal); visualization (equal); writing - original draft (equal); writing - review & editing (equal).

3^rd author: conceptualization (equal); data curation (equal); formal analysis (equal); investigation (equal); methodology (equal); project administration (equal); supervision (equal); validation (equal); visualization (equal); writing - original draft (equal); writing - review & editing (lead).

Type of cultural text	Authorship	Methodology	Analytical procedures	Theoretical contributions	Articles
Soap opera	Mass media	Qualitative	History, practices, and texts	Representations and stereotypes	Faria and Casotti (2014Faria, M. D., & Casotti, L. M. (2014). Representações e estereótipos das pessoas com deficiência como consumidoras: O drama dos personagens com deficiência em telenovelas brasileiras. Organizações & Sociedade, 21(70), 387-404. https://doi.org/10.1590/S1984-92302014000300003 https://doi.org/10.1590/S1984-9230201400... )
Advertising	Advertising agencies; marketing departments	Qualitative	Archetypes	Marketplace mythologies	Thompson (2004Thompson, C. J. (2004). Marketplace mythology and discourses of power. Journal of Consumer Research, 31(1), 162-180. https://doi.org/10.1086/383432 https://doi.org/10.1086/383432... )
			Content analysis	Consumption, marketing agents’ practices, and the industry field	Goia, Lima, and Barros (2018Goia, M. R., Lima, M. B., & Barros, L. S. G. (2018). The deviation game: Can deviation from standard beauty become appealing? An age perspective. Revista Brasileira de Marketing, 17(4), 459-471. https://doi.org/10.5585/remark.v17i4.3754 https://doi.org/10.5585/remark.v17i4.375... )
			Longitudinal social semiotic analysis	Consumption, marketing agents’ practices, and the industry field	Freeman and Bell (2013Freeman, L., & Bell, S. (2013). Women’s magazines as facilitators of Christmas rituals. Qualitative Market Research: An International Journal, 16(3), 336-354. https://doi.org/10.1108/13522751311326134 https://doi.org/10.1108/1352275131132613... )
News	Newspapers and televisions	Quantitative content analysis	Discourse analysis	Institutional legitimation as a historical process	Humphreys (2010Humphreys, A. (2010). Semiotic structure and the legitimation of consumption practices: The case of casino gambling. Journal of Consumer Research, 37(3), 490-510. https://doi.org/10.1086/652464 https://doi.org/10.1086/652464... )
News	Newspapers and televisions	Quantitative content analysis	Discourse analysis	Institutional legitimation as a historical process	Humphreys and Latour (2013Humphreys, A., & Latour, K. A. (2013). Framing the game: Assessing the impact of cultural representations on consumer perceptions of legitimacy. Journal of Consumer Research, 40(4), 773-795. https://doi.org/10.1086/672358 https://doi.org/10.1086/672358... )
Fiction content produced by TV	Mass media	Qualitative	History, practices, and texts	Intertextuality and archetypes	Hirschman (2000Hirschman, E. C. (2000). Consumers’ use of intertextuality and archetypes. Advances in Consumer Research, 27, 57-63. Retrieved from https://www.acrwebsite.org/volumes/8359/volumes/v27/NA-27 https://www.acrwebsite.org/volumes/8359/... )
			History, practices, and texts	Drawing of a structuring symbolic system	Campos (2009Campos, R. D. (2009). Be beautiful on the TV screen: Patterns of beauty and imagery in cultural television texts. Proceedings of Encontro Nacional da Associação Nacional de Pós-Graduação e Pesquisa em Administração, 33, São Paulo, SP, Brazil.)
			Narrative syntactic analysis	Representation of the lower classes	Suarez, Motta, and Barros (2009Suarez, M., Motta, P. C., & Barros, C. (2009). Consumo e castigo: Um retrato das relações de consumo no seriado A Diarista. In A. Rocha & J. F. Silva (Orgs.), Consumo na base da pirâmide: Estudos Brasileiros. Rio de Janeiro: Mauad X.)
			Narrative syntactic analysis	Reframing a consumption practice	Ramos, Tayt-son, and Rocha (2020Ramos, R. C., Tayt-Son, D. B. C., & Rocha, A. R. C. (2020). A volta da marmita: Ressignificação do consumo à luz da teoria da prática. Proceedings of the Encontro Nacional da Associação Nacional de Pós-Graduação e Pesquisa em Administração, 44, Online.)
Music	Music industry	Qualitative	Analysis of historical consumer cultural product	Consumer subcultural systems	Askegaard (2010Askegaard, S. (2010). Experience economy in the making: Hedonism, play and coolhunting in automotive song lyrics. Consumption, Markets and Culture, 13(4), 351-371. https://doi.org/10.1080/10253866.2010.502411 https://doi.org/10.1080/10253866.2010.50... )
Music	Music industry	Qualitative	Analysis of cinemusically	Symbolic consumption	Holbrook (2008Holbrook, M. B. (2008). Music meanings in movies: The case of the crime-plus-jazz genre. Consumption Markets & Culture, 11(4), 307-327. https://doi.org/10.1080/10253860802391326 https://doi.org/10.1080/1025386080239132... )
Book	Literary industry	Qualitative	Analysis of visual narrative content	Construction of a gender’s identity	Brownlie and Hewer (2007Brownlie, D., & Hewer, P. (2007). Prime beef cuts: Culinary images for thinking ‘men’. Consumption, Markets and Culture, 10(3), 229-250. https://doi.org/10.1080/10253860701365371 https://doi.org/10.1080/1025386070136537... )
Book	Literary industry	Qualitative	Textual analysis	Contemporary consumer culture	Brownlie, Hewer, and Horne (2005Brownlie, D., Hewer, P., & Horne, S. (2005). Culinary tourism: An exploratory reading of contemporary representations of cooking. Consumption Markets & Culture, 8(1), 7-26. https://doi.org/10.1080/10253860500068937 https://doi.org/10.1080/1025386050006893... )
Films	Film industry	Qualitative	Content analysis - lines and contexts of the characters	Transforming experiences	Abreu and Casotti (2020Abreu, R. G., & Casotti, L. M. (2020). Viagens que transformam a condição existencial: Narrativas e representações em filmes protagonizados por idosos. Revista Brasileira de Pesquisa em Turismo, 14(3), 14-31. https://doi.org/10.7784/rbtur.v14i3.1833 https://doi.org/10.7784/rbtur.v14i3.1833... )
			Inductive analysis	Anthropomorphic	Lanier, Rader, and Fowler (2013Lanier, C. D., Jr., Rader, C. S., & Fowler, A. R., III. (2013). Anthropomorphism, marketing relationships, and consumption worth in the Toy Story trilogy. Journal of Marketing Management, 29(1-2), 26-47. https://doi.org/10.1080/0267257X.2013.769020 https://doi.org/10.1080/0267257X.2013.76... )
			Content analysis	Ethical consumption	Tadajewski and Hamilton (2014Tadajewski, M., & Hamilton, K. (2014). Waste, art, and social change: Transformative consumer research outside of the academy?. Journal of Macromarketing, 34(1), 80-86. https://doi.org/10.1177/0276146713509631 https://doi.org/10.1177/0276146713509631... )

[1] * Corresponding Author

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Memes como um Atalho para a Cultura do Consumo: Uma Abordagem Metodológica para Ideologias Coletivas Encobertas

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