A reprodução por trás das vitrines: os aspectos e características dos trabalhadores de shopping center frente à sociedade de consumo

Abstract

The present study it searchs to break of reflections on the consumption and its markets of reproduction, represented for the great commercial polar regions called Shopping Centers, scene that affects diverse categories of workers daily. In this direction, in order to understand the elements that participate of the daily one of work in the Shopping Center, we leave of an effort in pointing out such model under the sociohistórico context. We search as objective central office of this study to objectivethe relation between identity production and work. For in such a way, we cut a category of worker in special, the salesmen of store, exactly because they are in close and direct contact with the production of image and characteristic signs of this model. From interviews carried through in the work context, we search to tell the possible identifications of the workers of this place in study, with the sígnico system where they insert themselves - the society of consumption and the society of thespectacle - aiming at to detach as the activities of these workers are influenced by the insertion in the daily one of shopping. Following in this intention, we intend to investigate as the process of identification with the mark occurs where they represent, as well as the place of its work, beyond to explain the repercussions concerning this event.