"Menos é mais": minimalismo como prática de consumo

Abstract

Postmodern society is understood as a consumerist society, in which social relations are sustained by cultural consumption, acquisition and immediate disposal of goods. Anti- consumerist movements, contrary to this scenario, emerge in the midst of the fluidity of social relations. This work focuses on minimalism, which represents the search for a simpler and more satisfying lifestyle based on more conscious consumption, where possessions should not constitute forms of representation and social classification. To understand this phenomenon, the practice approach was used as a theoretical basis, through the studies of Sckatzki (1996, 2002, 2005, 2010), where social reality is understood and constructed, adapted and readapted as a result of social practices that are continually transform, from human and non-human elements. Thus, the objective of this work was to understand how the consumption of individuals who declare themselves as minimalists is structured, from this perspective. For this purpose, as a methodological basis, a descriptive qualitative research was used through a Netnographic study, focused on three Facebook virtual communities themed around minimalism. Non-participant observations, post collections with active and passive insertion in the groups were carried out, as well as in-depth interviews with 22 members, and, together, the data were submitted to content analysis. Ten categories were listed in order to understand the constituent elements of minimalist consumption practices: understandings, procedures, values and expectations, emotions and feelings, practical interconnectivity, materiality, mental activities, knowledge and learning, motivations and engagement. A framework for analyzing the interrelationships between these categories is proposed, as well as the concepts of ' macropractices and ' micropractices '. It is believed that to explain 'macropractices', such as the minimalist one, Schatzki's theory needs theoretical refinement in order to encompass more elements, since we have identified that the capillarity of the practice differentiates its explanatory power. For minimalism, 'psychological' elements are essential to explain how insertion and maintenance takes place in practice. This study has the potential to add scientific knowledge to the theme of minimalism, as well as suggest improvements in theories of practice for different profiles of practices. Finally, it still brings light to new studies that can improve the proposals presented or seek generalization for the acquired results.