The Butler, the Intruder, his Consumer & her Lover: Understanding Material Culture’s Agency throughout the Consumption Cycle

Informações

Código: EMA59
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 03 - Cultura e Consumo

Autores

Luciana Castello da Costa Leme Walther (UFSJ Universidade Federal de São João Del Rei) lucianawalther@ufsj.edu.br

Resumo

The present research draws from neomaterialist theories to investigate women’s erotic consumption in Brazil, analyzing the several stages of the consumption cycle, from need detection to disposal. Fieldwork followed the Itinerary Method, with 35 in-depth interviews and participant observation. In addition to providing thick description of two consumption cycle stages, the paper analyzes assemblages of material objects and people that are part of erotic consumption. The dialectical process that transforms consumers through the agency of erotic products also transforms products through repurpose or personification–as butlers, intruders or lovers–, which, in turn, highlights these objects’ agentic nature. Erotic products are understood as possessing social life and death. Submission title refers to Peter Greenaway’s 1989 movie “The Cook, the Thief, his Wife & her Lover.”

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