São João in Campina Grande as a mega-event: Imbrication between system and lifeworld in the commodification of culture

Authors

  • André Luiz Maranhão de Souza Leão Universidade Federal de Pernambuco
  • João Gabriel de Lima Perdigão Universidade Federal de Pernambuco
  • Suélen Matozo Franco Universidade Federal de Pernambuco
  • Bruno Rafael Torres Ferreira Universidade Federal de Pernambuco

DOI:

https://doi.org/10.21118/apgs.v1i2.4947

Keywords:

São João de Campina Grande. Sistema. Mundo da vida. Esfera pública. Paradigma crítico.

Abstract

As one of the largest events in Brazil, the São João in Campina Grande has incorporated modern elements into its cultural and regional character,
acquiring the shape of a spectacle, in the process of commodification of culture. This aspect leads us to the discussion of public sphere proposed by Jürgen
Habermas, whose approach points to the dualistic conception of system and lifeworld. In order to analyze how lifeworld and system coexist in the São João
celebration in Campina Grande, we perform this critical research, through in-depth interviews with four groups of agents involved in the organization of the event.
Our findings point to the clear prioritization of strategic action, in which the consensus of public space tends to be diluted in the political and marketing imperatives
involved in the "professionalization" of a celebration that is born in the public sphere.
Keywords: São João celebration. Campina Grande. System. Lifeworld. Public sphere. Critical paradigm.

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Author Biographies

André Luiz Maranhão de Souza Leão, Universidade Federal de Pernambuco

André Leão holds a PhD degree in Management from Federal University of Pernambuco, where he is associate professor at the Management Department (DCA/UFPE) and faculty member of the Management Graduate Program (Propad/UFPE). He is fellow research of the National Council for Scientific and Technological Development (CNPq), ad hoc reviewer for CNPq, Capes and several journals and scientific meetings, and coordinator of projects sponsored by research funding agencies. His publication is mainly on brands and consumer culture. His current research focus is on the entertainment industry, considering both media products and the activities and productions of its fans, under a post-structuralist perspective, following the agenda of the Circle of Fan, Media and Entertainment Studies (dgp.cnpq.br/dgp/espelhogrupo/7927916631597710).

João Gabriel de Lima Perdigão, Universidade Federal de Pernambuco

Mestre em Administração pela Universidade Federal de Pernambuco - MPA/PROPAD/UFPE

Suélen Matozo Franco, Universidade Federal de Pernambuco

Doutoranda em Administração pela Universidade Federal de Pernambuco (Propad/UFPE)

Bruno Rafael Torres Ferreira, Universidade Federal de Pernambuco

Doutorando em Administração pela Universidade Federal de Pernambuco (Propad/UFPE)

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Published

2017-04-27

How to Cite

Leão, A. L. M. de S., Perdigão, J. G. de L., Franco, S. M., & Ferreira, B. R. T. (2017). São João in Campina Grande as a mega-event: Imbrication between system and lifeworld in the commodification of culture. Administração Pública E Gestão Social, 1(2), 87–94. https://doi.org/10.21118/apgs.v1i2.4947

Issue

april-june 2017: 9(2) 75-134

Section

Articles

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