Tese
Subjetividades maternas: as mães do GAIA e as práticas de consumo alimentar no Facebook
Fecha
2023-01-24Autor
Almeida, Márcia Regina Conceicao de
Institución
Resumen
This research has as a scenario the consumption relations in which mothers, through
their collective practices, point to the intersections between maternal subjectivities and
consumption. From a theoretical framework guided by Maternal Studies (MENDONÇA,
2014) and by Consumer Studies, which articulates the fields of communication, culture,
and consumption (BARBOSA; CAMPBELL, 2006; DOUGLAS; ISHERWOOD, 2004;
SLATER, 2002; MILLER, 2002; 2011; 2013; MILLER et al, 2019), we understand that
social practices involve the act of consuming as eminently cultural and, therefore, they
are imbricated in the daily lives of social agents, demonstrating their values,
established or intended relationships, as well as their subjectivities. Through an
ethnography for the internet (HINE, 2015), we analyzed the consumption practices in
GAIA - Support Group for Food Introduction. So, we ask the following question: what
are the possible relationships between the mothers' consumption practices and the
perception of their maternal subjectivities? We emphasize that motherhood and
maternage comprise different meanings that help us reflect on the production and
propagation of subjectivities and their possible relationships with consumption
practices, among them the activism (FONTENELLE, 2017; POZZEBON, 2018;
PORTILHO, 2003). Then, we observed that GAIA, as a collective of mothers on
Facebook, is a space outlined by the importance of official information on food
introduction, the specificity of the functioning of the community, and the effective
interaction of the individuals involved in its constitution. Women have fostered
consumer activism through social networks, transforming them into spaces for sharing
subjectivities inherent to motherhood, in some aspects reflecting on the maternal ideal
developed by the patriarchal order. The consumption practices are configured into
three analytical categories: a) subjectivities of maternity; b) activism in the consumption
of healthy foods in the FI - Food Introduction, and; c) guides for maternal making. The
ethnographic data revealed an ideal of mother who proved to be militant in healthy
eating for her child, encouraging the production of meals for the family, to the detriment
of industrialized products, and who exalts the child with devotion. It is possible to
recognize in the performance of the devices, Zanello (2018), the continuity of the
attribution of motherhood to the woman as a vocation and for the man as a recognition
with merit. The Guides at GAIA, besides providing information of utmost importance
for families, the guides also pointed out indicated ways of caring, accepted by the
group.