The Emotions and Taste in the Ornamental Plant Market in Brazil and France

• Grant number: 24/08337-9
• Support Opportunities: Scholarships abroad - Research Internship - Doctorate
• Start date: April 01, 2025
• End date: March 31, 2026
• Field of knowledge: Humanities - Sociology - Other specific Sociologies
• Principal Investigator: Maria Aparecida Chaves Jardim
• Grantee: Lucas Flôres Vasques
• Supervisor: Frederic Lebaron
• Host Institution: Faculdade de Ciências e Letras (FCL). Universidade Estadual Paulista (UNESP). Campus de Araraquara. Araraquara , SP, Brazil
• Institution abroad: Université Paris-Saclay, France
• Associated to the scholarship: 21/09533-8 - The Social Construction of Taste and Emotions: The Brazilian Ornamental Plant Market Visited by Economic Sociology, BP.DR

Abstract

This study investigates the interaction between emotions and taste in the ornamental plants market, through a comparison between the cultural contexts of Brazil and France. Central to the research is the exploration of the "language of flowers", a symbolic linguistic system that emerged in France in the 19th century,to understand how meanings and meanings are attributed to ornamental plants. The project includes visits to the main markets and plant fairs in Paris to collect data on business practices and consumer preferences. Furthermore, the research employs Multiple Correspondence Analysis (ACM) techniques, based on Pierre Bourdieu's empirical and theoretical findings, to analyze responses from interviews and questionnaires carried out in Brazil. This study seeks not only to elucidate the social constructions of taste, but also how emotions influence economic practices in different cultural contexts.