No abstract

O artigo analisa o fenômeno do prosumption a partir das ressignificações que o termo sofreu no contexto das reestruturações produtivas da década de 1980 e das novas articulações entre trabalho e consumo daí advindas. Com base em textos acadêmicos e ilustrações empíricas, e fundamentado na literatura marxiana sobre a produção do valor, o objetivo do artigo é compreender como se dá a formatação do consumidor-trabalhador e do trabalhador-consumidor, vendo a maneira contemporânea com a qual o capital tem buscado lidar com dois dos seus principais desafios: a extensão do trabalho abstrato e a superação da lacuna temporal entre produção e realização de valor. Esse processo aponta para formas inéditas e mais sutis de exploração do trabalho abstrato-do trabalhador e do consumidor-e requer um retorno a Marx para se pensar as fronteiras borradas entre produção e realização do valor nessas novas formas de trabalho e consumo.

Purpose-The purpose of the paper is to question the possible reach of anti-brand movements and, by extension, those movements that criticize capitalism via consumption, in order to reflect on the impasse in critique, given the new formats that capitalism has assumed. Design/methodology/approach-This paper takes as the object of its analysis the book No Logo and it is supported by qualitative research into the production of the discourse about the responsible consumer in the business media, as well as in books and articles published about the assimilation of resistance, and especially about anti-consumption and anti-brand movements. Findings-The relationship between the empirical findings of the research 2 the production of the responsible consumption discourse, in the period before, and after the anti-brand movements-and theoretical articles about empowerment and consumer accountability in the modern day shows how the assimilation of resistance occurred, via the responsible consumption discourse and also draws attention to its limits. Although the qualitative research used in the article was not initially planned for use in it, its findings were incorporated because they are widely applicable to what was being proposed. Originality/value-The papers originality lies in the fact that it shows the point that a criticism movement has reached after ten years. Although this was already clear to the author in 1999 when No Logo was written, a decade later it is possible to state that the movement has been assimilated by the market, especially since the appearance of the discourse of "responsible consumption". What is completely novel in this article is this co-relation. At the end, the article also points to the social risks of attributing a large degree of accountability to individuals for consumption.

Purpose: The purpose of the research is to understand how the organization can assign meaning to the emotional labor performed by salespeople in the experience store. For this, it was analyzed the sources of the meaning of the work in the process of managing the emotions realized by the salespeople. Originality/value: There are few studies in the international literature that proposed to articulate the meaning of work (Rosso, Dekas & Wrzesniewski, 2010) and management of emotions (Grandey, 2000) and there is no research about it on the national level. Based on this gap, the present research proposes that the meaning of work and management of emotions are intrinsically related in the management field, as a way of homogenizing behaviors and feelings related to work and organization. The originality of the research is to explain how organizations can establish mechanisms of meaning to work and contribute to processes of management of emotions with a more genuine character, and, consequently, how this subjective form of the work contributes to the construction of the brand experience in the sales environment. Design/methodology/approach: This is qualitative research that occurred in an experienced store located in the city of São Paulo. The methodological strategy was to enter the universe of work of the salespeople, through participant observation technique, with the purpose of understanding and explaining how the sources of the meaning of the work can contribute in the process of management of the emotions realized by the salespeople. The Hermeneutics was adopted for data analysis. Findings: The research presents that the sources of the meaning of work promoted by the organization, such as "authenticity", "self-efficacy", "belonging", "self-esteem", "sense of purpose" and "transcendence" mobilizes the salespeople's genuine emotions toward organizational goals.

RESUMOEmbora esteja no centro do projeto moderno, a ideologia de um eu autônomo ganha contornos novos a partir da segunda metade do século XX, quando começa a se delinear a sociedade "sem limites". O campo do consumo foi fértil na propagação dessa ideologia, embora nunca sugerisse abertamente que o consumidor assumisse a responsabilidade pelos seus atos. a esfera do consumo foi constituída longe de um olhar e discurso público centrados em uma política de autocontrole do consumidor. Mas, nos últimos quinze anos, começou a ganhar relevância o discurso do consumo responsável pelo meio ambiente. Objetiva-se refletir sobre esse discurso a fim de se compreender como ele sugere um retorno ao universo da proibição social e da culpa que parecia banida de uma sociedade que havia rompido com quase todos os limites sociais, e de como isso está gerando uma nova mercadoria: a redenção.Palavras-chave: consumo responsável; eu autônomo; escolha; culpa; redenção.ABSTRACT although the ideology of the autonomous self has been in the center of Modern Project, it came with new shapes after the second half of the twenty century, when the society "unlimited" was born. The consumption field was "fertile" in the dissemination of that ideology, although never suggested clearly that the consumer had to assume the responsibility for his acts. the sphere of consumption was constituted far from a public discourse and view centered in a policy of self-control consumer. But, in the past fifteen years, it has appeared the discourse for responsible consumption regarding environmental issues. This article aims to reflect on this discourse, with an attempt to understand how it suggests a return to the universe of social prohibition and guilt that seemed to have been banned from a consumer society that had broken with almost all social limits, and how this is creating to a new commodity: redemption.Keywords: responsible consumption; autonomous self; choice; guilty; redemption. IntroduçãoEm Capitalismo como religião, texto de Walter Benjamin publicado postumamente, o capitalismo é apresentado como uma forma moderna de religião que, ao invés de buscar a redenção ou expiação da culpa, está voltada para a sua produção (Benjamin citado por agamben, 2007). Este ensaio questiona se a sociedade atual não estaria vivendo o retorno da proibição social e da culpa -que parecia banida pelos movimentos contraculturais do final da década de 1960, na maneira como foram absorvidos pela cultura de consumo (arvidsson, 2001; Boltanski & Chiapelo, 2009;Frank, 1997) -e se a redenção não teria se tornado uma nova forma de mercadoria.É o que leva a crer o novo discurso em torno do "consumo responsável", "consciente", "sustentável", "ético", "racional", "ativista", "cidadão", dentre outras denominações que buscam fazer acreditar que o campo do consumo tornou-se, agora, uma arena de expiação dos males que os consumidores têm causado à natureza. Mas tal discurso se apresenta com uma nova roupagem: como espaço de liberdade e escolha, indicando a renovação da ideologia do eu a...