Socialização antirracista e consumouma análise sob a perspectiva dos pais de crianças negras

Resumo

Purpose – This work aims to contribute to the debate on the so-called consumer socialization through the analysis of anti-racist attitudes and views employed by parents of black children in the process of socializing their children. Emphasis is given to the way in which this type of emancipatory socialization is expressed in the relationship with markets, services and products.
 Methodology- A qualitative methodological strategy research was applied. Data collection was carried out through interviews, facilitated via Zoom, using a semi-structured script, with parents of black children, members of the groups of digital media platforms of the Coletivo Pais Pretos Presentes. Data processing was performed using the content analysis technique and categorized in two ways: profiles and trajectories, and emancipatory anti-racist effort. The latest topic was subdivided into three points: school, culture and blackness and construction of markets. 
 Findings – The data show that the personal experiences in youth and, mainly, the “trigger event” of the birth of children, led the surveyed parents to assume an active anti-racist stance in the creation of these children, an attitude that unfolds in the relationship with consumption and the markets. In this sense, socialization is intentional not towards consumption, but when disseminating emancipatory thinking through the inclusion of elements, resulting from consumption practices, aiming at making the development of critical thinking, empowerment, and the physical and emotional security of black children tangible. 
 Research limitations – The study was limited to investigating parents in the anti-racist socialization process and its effects on consumption behaviors. However, considering the multifaceted interaction of agents in the processes of socialization, it is considered that future investigations on other instances and socializing agents, such as, for example, the school or cultural goods, can broaden the understanding of the effects of an anti-racist socialization on consumption.
 Practical implications – Compared to the 1980s and 90s, the supply of products with black representation increased, however, there are limitations to access, both logistically and in terms of price. The research contributes as a signal to the market, institutions and organizations for the need to reflect on strategies employed and the resulting production of exclusion dynamics.
 Social implications – When looking at the investigation of a phenomenon already conceptualized, from the perspective of historically stigmatized groups, the research raise voice and visibility to the empirical and theoretical perspective of black individual, recognizing its importance in the production of knowledge.
 Originality – This research integrates anti-racist emancipatory thinking with approaches to culture and consumption studies. The socialization process of the black child allows to expand the problems of the theorizations about the socialization of the consumer. The data indicate that the greatest objective of parents is not to socialize their children in consumption, but through consumption to introduce elements that compose and facilitate an emancipatory approach in the construction of children's identity.

Ficha do documento

Tipo

Dissertação

Ano

2021

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Não informado

Identificador

oai:repositorio.fgv.br:10438/30967

Temas

EconomiaTecnologia

Palavras-chave

SocializaçãoConsumoAntirracismoDecolonialidadeAgentes socializadoresSocializationConsumptionAnti-racismDecolonialityAgents of socializationCiências sociaisAdministração de empresasConsumo (Economia) – Aspectos sociaisCrianças negras – Brasil – Identidade racial