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The social construction of markets and the old age: new cultural sensitivities, new markets

Grant number: 14/11157-0
Support Opportunities:Scholarships in Brazil - Master
Start date: March 01, 2015
End date: February 29, 2016
Field of knowledge:Humanities - Sociology - Other specific Sociologies
Agreement: Coordination of Improvement of Higher Education Personnel (CAPES)
Principal Investigator:Roberto Grün
Grantee:Fernanda Verissimo Soule
Host Institution: Centro de Ciências Exatas e de Tecnologia (CCET). Universidade Federal de São Carlos (UFSCAR). São Carlos , SP, Brazil

Abstract

The purpose of the research is to analyze the conceptions of old age that have been disseminated by the economic and business media in the context of increasing longevity of the population. The production of cultural frameworks regarding age reveals that a fact generally assumed as merely natural is actually a historical and social construction. In recent decades, the term best age emerged and spread in Brazil, which indicates a change of view toward aging. A review of literature reveals that this phase has been increasingly seen as a privileged moment of life, in which the focus is leisure, which suggests an important influence of economic action in the production of these new cultural frameworks. In order to investigate the cultural utterances produced by economic and business media, it will be used references of Economic Sociology, Bourdieu's Reflective Sociology, Sociology of Generations, Gerontology and Anthropology of Aging, adressing the economic sphere and markets as social constructions. A content analysis of the magazines Exame and Pequenas Empresas Grandes Negócios, between 1990 and 2014, and the newspaper Valor Econômico, between 2000 (year of foundation of the newspaper) and 2014, will be held. (AU)

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Scientific publications
(References retrieved automatically from Web of Science and SciELO through information on FAPESP grants and their corresponding numbers as mentioned in the publications by the authors)
FERNANDA VERÍSSIMO SOULÉ. A velhice na imprensa de negócios: novas sensibilidades culturais em uma economia financeirizada. Organ. Soc., v. 26, n. 91, p. 729-749, . (14/11157-0)