Banca de DEFESA: JOSENI FRANÇA OLIVEIRA LIMA

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
STUDENT : JOSENI FRANÇA OLIVEIRA LIMA
DATE: 30/06/2022
TIME: 14:00
LOCAL: Faculdade de Educação
TITLE:

RIO VERMELHO MARKET (CEASINHA): A PROCESS OF LOSS OF IDENTITY AND GOURMETIZATION OF THE PUBLIC MARKET

KEY WORDS:

Identity; Complexity; Food Market; Food; Elitization

PAGES: 166
BIG AREA: Outra
AREA: Multidisciplinar
SUMMARY:

The fair and the public market are traditionally recognized as places where food is sold and bought, characterized as spaces of intense circulation of people and goods. The issue of public markets takes us back to social, economic, geographic and historical aspects, as they are places where people meet and socialize. Understanding the process of change and the impact of that transformation involves knowing the history of the market, the marketers, the clientele, its relationships with the market, and the market's communication with its audience. The research has as general objective to understand the effects of the change in the physical structure of the Rio Vermelho Market (CEASINHA) after its renovation and reconstruction based on the perception of customers and merchants. The market shift to another model apparently produced some effects other than those expected. In this sense, we bring the question: How to preserve the identity of public spaces that suffer structural interventions? Why this change did not meet what was expected by traders? One of the hypotheses is that the physical and structural changes provoked changes in the meanings in the relationships between the traders themselves and in the commercialization process with their customers. The theoretical framework is based on the theorists: Jürgen Habermas, with the historical evolution of Public Space and Edgar Morin, in the perspective of complexity. The contemporary scenario of Capitalism and Globalization is based on Milton Santos and the consumer society, by Jean Baudrillard. As for the methodological approach, this is a quantitative and qualitative research with content analysis of the answers to open questions. In addition to participant observation, questionnaires and interviews are being carried out with the permission holders of the boxes and regular customers. This investigation was approved by the ethics committee of the Centro Universitário Estácio da Bahia. Results indicate social segregation between old and new permit holders, between the market and the surrounding public. Improvements in property security and in the hygienic and sanitary aspects of the market were observed. There is a process of struggle on the part of the old permissionaires for the preservation of the identity of the popular market. There is evidence of loyalty from the old clientele, however there are complaints from traders of partial loss of this clientele during the renovation process, without a desired increase in demand. The new construction communicates economic changes and promotes a process of elitization of public space. The new services and products cater to a clientele with higher family incomes. The public with lower purchasing power does not feel comfortable in the new environment.

BANKING MEMBERS:
Presidente - 1813758 - GUSTAVO BITTENCOURT MACHADO
Interno - 769.820.765-04 - ANIBAL DE FREITAS SANTOS JUNIOR - UNEB
Externa ao Programa - 2301704 - LILIAN LESSA ANDRADE
Externo ao Programa - 051.025.965-00 - VITOR DE ATHAYDE COUTO - UFBA
Externo à Instituição - FERNANDO JOSE REIS DE OLIVEIRA - UESC-BA