Adoção contínua da assemblage theory na consumer culture theory
DOI:
https://doi.org/10.5585/remark.v21i4.20489Palavras-chave:
Assemblage Theory, Consumer Culture Theory, Cultura como redes distribuídas, Arqueologia Foucaultiana, EpistemeResumo
Objetivo: O objetivo do presente estudo é investigar como a Consumer Culture Theory (CCT) adota a Assemblage Theory como base para produzir conhecimento na pesquisa do consumidor, a partir de um arquivo de artigos publicados nos principais periódicos de marketing.
Metodologia: A Arqueologia Foucaultiana foi a metodologia de pesquisa escolhida, pois permite compreender como determinadas epistemes são constituídas de forma sócio-histórica ao longo do tempo, por meio de regularidades discursivas. Os artigos aderentes ao campo da CCT, que adotaram a Assemblage Theory, foram analisados com base nessa metodologia.
Resultados: As análises evidenciaram que a Assemblage Theory é uma opção contundente para fundamentar a pesquisa CCT, por sua ligação com outras teorias e por ser uma forma de investigar fenômenos da cultura de consumo. Além disso, está alinhado com um fenômeno central no campo. Esses fatores fundamentam duas posições discursivas que sustentam a Assemblage Theory, seja como uma abordagem externa útil para estudos da CCT ou como uma nova teoria naturalizada neste campo de pesquisa.
Contribuições teóricas: O estudo apresenta uma compreensão aprofundada sobre a adoção em curso de uma teoria emergente no campo da CCT; isso foi possível devido à adoção de uma abordagem metodológica de base epistêmica. Implicações e insights para uma agenda de pesquisa são apresentados.
Contribuições práticas: O uso da Arqueologia Foucaultiana forneceu uma visão epistêmica sobre a adoção da Assemblage Theory no campo da CCT. Assim, a pesquisa atual fornece as bases para se pensar sobre aplicações e potencial consolidação dessa teoria no campo de pesquisa da CCT.
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