Pierre Bourdieu em Marketing e Estudos de Consumo: Estado da arte e agenda de pesquisa

Karin Borges Senra, Francisco Giovanni David Vieira

Resumo


Diante da aplicabilidade dos conceitos de Pierre Bourdieu para a produção em Marketing e em estudos de consumo, bem como da escassez de estudos dessa natureza vistos ao longo dos últimos anos, este artigo apresenta um panorama dos estudos em Marketing e consumo que utilizam Bourdieu no período de 2008 a 2018, e com base nesses resultados desenvolve uma agenda de pesquisa na área. No levantamento realizado foram encontrados 46 artigos. Como principais resultados verifica-se que os estudos realizados se situam amplamente na área de consumo, possuem predominância de metodologias qualitativas, com entrevistas e observação como principais formas de coleta de dados, e análise interpretativa, hermenêutica e de discurso, como principais procedimentos de análise de dados, bem como destacam temas sociais e políticos nos contextos de Marketing e estudos de consumo. Diante dos resultados são feitas proposições de pesquisa, tanto aproveitando a consolidação dessas formas já realizadas, quanto apresentando o potencial que os conceitos de Bourdieu possuem para a pesquisa em Marketing e estudos de consumo.


Palavras-chave


Bourdieu; Marketing; Consumo; Agenda de Pesquisa.

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