The Construction Of A Performativity: The C-Section Market In Brazil

Informações

Código: MKT2406
Divisão: MKT - Marketing
Tema de Interesse: Tema 04 - Construção de Mercados

Autores

Carla Caires Abdalla (FAAP/FAAP) carla.abdalla@gmail.com

Resumo

Using the performative theory, the present research explores the childbirth market in Brazil. The performative theory explores how a social concept is conventionalized by actors who create tools and techniques to commodify this concept. We used historic method to explore how C-section became the norm in Brazil as means to understand how a consumption becomes normalized in a perfomative marketplace. In the conclusion, we reflect about the movements of the marketplace assemblage elements and the monopolization of the discourses over time in order to normalize a way of consumption, which empower providers and disempower consumers.

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