This paper focuses on the voters of Brazil's President Jair Bolsonaro in Morro da Cruz, a lowincome community in Porto Alegre. The transition from Lulism (2002Lulism ( -2016 to Bolsonarism (2018-) was marked by the rise and fall of the economy and the collapse of the political system. Based on a 10-year longitudinal ethnography, we look at the effects of such major shifts at the national level on people's individual self and political subjectivity. More specifically, we investigate how and why the 'new consumers'-those who accessed the finance system during the Workers' Party (PT) Administration-came to support a far-right candidate. We argue that the inclusion of the poor into the market economy brought about individual empowerment and a sense of self-worth in the PT era -a process that was threatened by economic recession, unleashing an existential crisis, especially among men. Bolsonaro, as a male figure, and his campaign gave order to a changing world, resulting in a reconciliation of personhood and political belonging.
No início de 2014, o fenômeno conhecido como rolezinho ganhou ampla visibilidade nacional e internacional. Trata-se de adolescentes das periferias urbanas que se reúnem em grande número para passear nos shopping centers de suas cidades. O evento causou apreensão nos frequentadores e fez com que alguns proprietários dos estabelecimentos conseguissem o direito na justiça de proibir a realização dos rolezinhos, barrando o acesso dos jovens. Desde então, emergiu um amplo debate sobre segregação na sociedade brasileira. Com base em uma pesquisa etnográfica sobre consumo popular com jovens da periferia de Porto Alegre, o artigo analisa o fenômeno dos rolezinhos, abordando suas dimensões locais, nacionais e globais. Levando em consideração o atual momento brasileiro, que versa sobre políticas de ascensão social via consumo e sobre uma onda de protestos de inquietação social, argumentamos que os rolezinhos estão se modificando e encontrando diversas formas de discutir e realizar política cotidiana no âmago de uma sociedade segregada.
This article aims to analyze the Brazilian phenomenon of ‘brand clans’ or ‘brand communities’, which means a group of young people who spend all their money buying branded clothes. The research is based on an ethnography carried out about the youngsters, mostly male, from Morro da Cruz – the largest lower class community in Porto Alegre, Brazil. On the one hand, we discuss the tension between poverty and brand consumption and on the other hand, we aim to make an inventory of subjectivities, emotions, logic and meaning of these young people coming from lower class who make great sacrifices in order to become ‘fashionable’ and thus feel socially included. The article is divided into five sections. In the first three, we discuss more theoretical topics, such as consumption, class, youth, totems and rituals. In the last two, we enter more thoroughly in the empirical universe, showing the results obtained through an ethnographic study. We argue that brands play a vital role in the life of the informants. Brands are not only a source of prestige, but also of vitality, power, and citizenship.
Resumo: Este trabalho analisa a intersecção entre religião e saúde procurando compreender como que a biomedicina interfere nos significados e premissas religiosas e os impactos produzidos na esfera religiosa a partir do processo de adoecimento biomédico. Nossa análise foi desenvolvida a partir do estudo etnográfico em uma casa de religião de matriz africana na cidade de Porto Alegre (Brasil) que pratica sessões de cura espiritual. Palavras-chave:Religião e saúde, cura espiritual, religiões afro-gaúchas, transplante de órgãos.Abstract: This paper analyzes the intersection between religion and health trying to understand how that biomedicine interferes in the religious meanings and the impact produced in the religious sphere from the biomedical disease process. Our analysis was developed from the ethnographic study from an "African religious house" in the Porto Alegre city (Brazil) that was practicing spiritual healing sessions.
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