Portal de Periódicos da CAPES

Café e cenas culturais na cidade de São Paulo: consumo, memória e ambiências comunicacionais

2016; Universidad de Los Hemisferios; Volume: 20; Issue: 94 Linguagem: Inglês

1605-4806

Lucas Teixeira, Mônica Rebecca Ferrari Nunes,

Urban and sociocultural dynamics

EnglishThis article focuses the universe of coffee in view of the Cafes, presented as communicational environments of sociability and consumption of memories and experiences. The overall objective here is to examine the phenomenon of cultural scenes in the city of Sao Paulo, originated from these consumptions in communicational spaces and sociability, as observed at the Cafe Girondino and Coffee Lab. The specific objectives are to analyze to what extend the Cafe Girondino operates as a space, organized by communicative strategies and enabling to revisit memories and histories that took place at the beginning of the modernity in the city of Sao Paulo; to identify how Coffee Lab disseminates the culture of specialty coffees by a consumption pedagogy. The corpus of this study includes the physical spaces of both Cafes, their items, and interviews with employees and regular users. The flânerie methodology was applied in the interviews and both environments were observed as proposed by Peter McLaren. A documental research study was also carried out as well as bibliographic contents based on authors of semiotic theory of culture, theories of communication, consumption and memory. Historiographic sources were accessed for coffee culture studies. The results have shown a media strategy for constructing these spaces and that the appropriations that bring reasoning and value to what is consumed, from products to environments, are fruit of sociabilities that go beyond what is market planned. Considering that the issue investigates the constitution of culture scenes around the consumption of coffee, this research points out that these scenes are composed of memory, history and consumption backgrounds, layers of meanings that culminate with the formation of bonds of affection. portuguesEste artigo tematiza o universo do cafe tendo em vista as cafeterias que se mostram como ambiencias comunicacionais, de sociabilidade e de consumo de memorias e experiencias. O objetivo geral e examinar o fenomeno das cenas culturais paulistanas originadas desses consumos em espacos comunicacionais e de sociabilidade, como ocorre nas cafeterias Cafe Girondino e Coffee Lab. Os objetivos especificos sao: analisar em que medida o Girondino opera como um espaco que se organiza atraves de estrategias comunicativas que proporcionam revisitar memorias e historias do inicio da modernidade paulistana; identificar as formas pelas quais o Coffee Lab dissemina a cultura dos cafes especiais por meio de uma pedagogia do consumo. O corpus de pesquisa inclui os espacos fisicos de ambos os estabelecimentos, seus objetos e entrevistas com funcionarios e frequentadores. Como metodologia aplicada durante a realizacao das entrevistas e observacao das ambiencias, foi utilizada a flânerie apresentada por Peter McLaren. Tambem se realizou pesquisa documental e bibliografica com base em autores da teoria semiotica da cultura, das teorias da comunicacao e do consumo e, da memoria. Para o estudo da cultura cafeeira, foram acessadas fontes historiograficas. Os resultados indicam que ha uma estrategia midiatica de construcao desses espacos ao mesmo tempo em que as apropriacoes que dao sentido e valor ao que e consumido, do alimento as ambiencias, sao frutos de sociabilidades que ultrapassam o que e mercadologicamente planejado. Considerando que o problema investiga a constituicao das cenas culturais em torno do cafe, a pesquisa aponta que as cenas sao constituidas por estratos de memoria, historia e consumo, camadas de significacoes que culminam com a formacao de vinculacoes afetivas.