Consumption intensified: the politics of middle-class daily life in Brazil
Consumption Intensified examines how self-identified middle class Brazilians in Sao Paulo redefined their class during Brazil's economic crisis of 1981-1994. With inflation soaring to an astounding 2700 percent, their consumption practices intensified, not only in relation to the national crisi...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Durham, N.C. [u.a.]
Duke Univ. Press
2002
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | Consumption Intensified examines how self-identified middle class Brazilians in Sao Paulo redefined their class during Brazil's economic crisis of 1981-1994. With inflation soaring to an astounding 2700 percent, their consumption practices intensified, not only in relation to the national crisis but also to the expanding global consumer culture. Drawing on her observations of everyday practices and on representations of the middle class in popular culture, anthropologist Maureen O'Dougherty explores both the logic and incoherence of middle- to upper-middle-class Brazilian life. With the supports of middle-class living threatened - job security, quality education, home ownership, savings, ease of consumption - the means and meaning of "middle class" were thrown into question. The sector thus redefined itself through both class- and race-based claims of moral and cultural superiority and through privileged consumption, a definition the media underscored by continually addressing middle-class Brazilians as consumers - or rather, as consumers denied. In these times, adults became more flexible in employment, and put stakes in their children's expensive private education. They engaged in elaborate comparison shopping, stockpiling of goods, and financial strategizing. Ongoing desire for distinction and "first- world" modernity prompted these Brazilians to buy foreign goods through contraband, thereby defying state protectionist policy. Discontented with the constraints of the national economy, they welcomed neoliberalism. |
| Beschreibung: | Includes bibliographical references (p. [227]-250) and index |
| Beschreibung: | XV, 262 S. Ill. |
| ISBN: | 0822328798 0822328941 |
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| 520 | 3 | |a Consumption Intensified examines how self-identified middle class Brazilians in Sao Paulo redefined their class during Brazil's economic crisis of 1981-1994. With inflation soaring to an astounding 2700 percent, their consumption practices intensified, not only in relation to the national crisis but also to the expanding global consumer culture. Drawing on her observations of everyday practices and on representations of the middle class in popular culture, anthropologist Maureen O'Dougherty explores both the logic and incoherence of middle- to upper-middle-class Brazilian life. With the supports of middle-class living threatened - job security, quality education, home ownership, savings, ease of consumption - the means and meaning of "middle class" were thrown into question. The sector thus redefined itself through both class- and race-based claims of moral and cultural superiority and through privileged consumption, a definition the media underscored by continually addressing middle-class Brazilians as consumers - or rather, as consumers denied. In these times, adults became more flexible in employment, and put stakes in their children's expensive private education. They engaged in elaborate comparison shopping, stockpiling of goods, and financial strategizing. Ongoing desire for distinction and "first- world" modernity prompted these Brazilians to buy foreign goods through contraband, thereby defying state protectionist policy. Discontented with the constraints of the national economy, they welcomed neoliberalism. | |
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Datensatz im Suchindex
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| adam_text | CONTENTS
List of Illustrations ix
Acknowledgments xi
Introduction I
1 The Dream Class Is Over: Home Ownership, Consumption,
and (Re) definitions of Middle Class Identity 27
2 Shopping Nightmares, Banking Games, Government Packages:
Local Shopping during Inflation 51
3 The Discrete Sales of the Middle Class: Gender and Generation
in a Globalizing Economy 77
4 The International in Daily Life: Of Debutantes and Disney 94
5 International Bargain Shopping and the Making of
Modernity 111
6 Delivering the Crisis: The Media and the Middle Class through
the Collor Years 132
7 The Middle Class versus the Nation: Discourses of Region/Race
and Morality 167
8 Deliverance: An End to Inflation and the Promise of
Neoliberalism 195
Notes 207
Bibliography 227
Index 251
ILLUSTRATIONS
Map: Zones and selected neighborhoods
of greater Sao Paulo 18
Graph: Inflation Rates in Sao Paulo 63
Figures
1. View of the Avenida Paulista 31
2. View from the tenth story of an apartment
building in Jardim Paulista 31
3. View of older and more recent apartment buildings
in Pinheiros 34
4. View of Clarinha and Jose s newly built home 34
5. Window display of a fourteen inch TV with remote
control 60
6. Paulistana teen at JFK airport displaying her purchase
of a stereo system 120
7. Window display a few months before the Piano Real was
implemented 197
8. Window display a few months before the Piano Real was
implemented 197
|
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| spelling | O'Dougherty, Maureen Verfasser aut Consumption intensified the politics of middle-class daily life in Brazil Maureen O'Dougherty Durham, N.C. [u.a.] Duke Univ. Press 2002 XV, 262 S. Ill. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references (p. [227]-250) and index Consumption Intensified examines how self-identified middle class Brazilians in Sao Paulo redefined their class during Brazil's economic crisis of 1981-1994. With inflation soaring to an astounding 2700 percent, their consumption practices intensified, not only in relation to the national crisis but also to the expanding global consumer culture. Drawing on her observations of everyday practices and on representations of the middle class in popular culture, anthropologist Maureen O'Dougherty explores both the logic and incoherence of middle- to upper-middle-class Brazilian life. With the supports of middle-class living threatened - job security, quality education, home ownership, savings, ease of consumption - the means and meaning of "middle class" were thrown into question. The sector thus redefined itself through both class- and race-based claims of moral and cultural superiority and through privileged consumption, a definition the media underscored by continually addressing middle-class Brazilians as consumers - or rather, as consumers denied. In these times, adults became more flexible in employment, and put stakes in their children's expensive private education. They engaged in elaborate comparison shopping, stockpiling of goods, and financial strategizing. Ongoing desire for distinction and "first- world" modernity prompted these Brazilians to buy foreign goods through contraband, thereby defying state protectionist policy. Discontented with the constraints of the national economy, they welcomed neoliberalism. Geschichte 1900-2000 Classes moyennes - Brésil - Activité politique Classes moyennes - Brésil - Conditions économiques - 20e siècle Consommation (Économie politique) - Brésil Wirtschaft Consumption (Economics) Brazil Middle class Political activity Brazil Middle class Brazil Economic conditions 20th century Mittelstand (DE-588)4039713-0 gnd rswk-swf Alltag (DE-588)4001307-8 gnd rswk-swf Brésil - Conditions économiques - 1985- Brasilien Brazil Economic conditions 1985- Brasilien (DE-588)4008003-1 gnd rswk-swf Brasilien (DE-588)4008003-1 g Mittelstand (DE-588)4039713-0 s Alltag (DE-588)4001307-8 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009891088&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | O'Dougherty, Maureen Consumption intensified the politics of middle-class daily life in Brazil Classes moyennes - Brésil - Activité politique Classes moyennes - Brésil - Conditions économiques - 20e siècle Consommation (Économie politique) - Brésil Wirtschaft Consumption (Economics) Brazil Middle class Political activity Brazil Middle class Brazil Economic conditions 20th century Mittelstand (DE-588)4039713-0 gnd Alltag (DE-588)4001307-8 gnd |
| subject_GND | (DE-588)4039713-0 (DE-588)4001307-8 (DE-588)4008003-1 |
| title | Consumption intensified the politics of middle-class daily life in Brazil |
| title_auth | Consumption intensified the politics of middle-class daily life in Brazil |
| title_exact_search | Consumption intensified the politics of middle-class daily life in Brazil |
| title_full | Consumption intensified the politics of middle-class daily life in Brazil Maureen O'Dougherty |
| title_fullStr | Consumption intensified the politics of middle-class daily life in Brazil Maureen O'Dougherty |
| title_full_unstemmed | Consumption intensified the politics of middle-class daily life in Brazil Maureen O'Dougherty |
| title_short | Consumption intensified |
| title_sort | consumption intensified the politics of middle class daily life in brazil |
| title_sub | the politics of middle-class daily life in Brazil |
| topic | Classes moyennes - Brésil - Activité politique Classes moyennes - Brésil - Conditions économiques - 20e siècle Consommation (Économie politique) - Brésil Wirtschaft Consumption (Economics) Brazil Middle class Political activity Brazil Middle class Brazil Economic conditions 20th century Mittelstand (DE-588)4039713-0 gnd Alltag (DE-588)4001307-8 gnd |
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