| 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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