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Ser ou não ser : o ucraniano dialógico
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Resumo(s)
O início da guerra russo-ucraniana, em fevereiro de 2022, motivou o governo ucraniano a apostar no desenvolvimento de uma identidade nacional una e no encorajamento do consumidor ucraniano à reavaliação das suas decisões de consumo, fomentando, pois, o afastamento da cultura russa. A complexidade de tais medidas, no entanto, passa pelo reconhecimento da clara interinfluência histórica e cultural entre ambos países. Assim, a presente dissertação pretende compreender a relação entre a identidade e o consumo num ambiente que promove o estabelecimento de dicotomias, fomentando o desenvolvimento de conflitos identitários, através da aplicação da Teoria do Self Dialógico.
A presente pesquisa exploratória foi conduzida através de uma abordagem qualitativa e uma amostragem não representativa heterogénea de identidades ucranianas. Foram realizadas dez entrevistas semiestruturadas dentro de um intervalo temporal pré-definido. Os dados recolhidos foram posteriormente analisados com recurso à análise de discurso e com assistência de computador.
Os resultados obtidos permitiram concluir que não existe uma clara relação entre a identidade ucraniana e a rejeição de cultura russa, pelo que não se verificou a obrigatoriedade de um conflito identitário durante o consumo. Verificou-se que as principais características pessoais que influenciam o consumo de objetos culturais russos são o patriotismo, a tradição, as claras associações entre o objeto e a Rússia, a carga ideológica e a época de origem do objeto. Durante a aplicação da Teoria do Self Dialógico constataram-se os relacionamentos dialógicos de oposição, compartimentalização, conciliação e compaixão.
A nível académico, o presente trabalho permitir preencher uma lacuna existente na aplicação da Teoria do Self Dialógico, no marketing, através do estudo da multiplicidade identitária na sua relação com o consumo, num contexto que visa restringir a liberdade de escolha do consumidor ao faccionar o mercado existente. A nível prático e empresarial, contribuiu-se com o fornecimento de considerações e características úteis a gestores e profissionais de marketing da indústria cultural.
The outbreak of the Russian-Ukrainian war in February 2022 prompted the Ukrainian government to focus on developing a single national identity and encouraging Ukrainian consumers to re-evaluate their consumption decisions, thus fomenting a move away from Russian culture. The complexity of such measures, however, lies in recognizing the clear historical and cultural inter-influence between the two countries. Thus, this dissertation aims to understand the relationship between identity and consumption in an environment that promotes the establishment of dichotomies, fostering the development of identity conflicts through the application of the Dialogical Self Theory. This exploratory research was conducted using a qualitative approach and a heterogeneous non-representative sample of Ukrainian identities. Ten semi-structured interviews were conducted within a pre-defined time interval. The data collected was then analyzed through discourse analysis and computer-assisted analysis. The results showed that there is no clear link between Ukrainian identity and the rejection of Russian culture, thus an identity conflict during consumption was not always noted. It was found that the main personal characteristics that influence the consumption of Russian cultural objects are patriotism, tradition, a clear association between the object and Russia, the ideological charge of the object and the time of its origin. During the application of the Dialogical Self Theory, the dialogical relationships of opposition, compartmentalization, conciliation and compassion were observed. On an academic level, this work fills an existing gap in the application of the Dialogical Self Theory, within marketing, by studying identity multiplicity in its relationship with consumption in a context that aims to restrict the consumer's freedom of choice by factionalizing the existing market. On a practical and business level, it has contributed by providing useful insights and characteristics for managers and marketers in the cultural industry.
The outbreak of the Russian-Ukrainian war in February 2022 prompted the Ukrainian government to focus on developing a single national identity and encouraging Ukrainian consumers to re-evaluate their consumption decisions, thus fomenting a move away from Russian culture. The complexity of such measures, however, lies in recognizing the clear historical and cultural inter-influence between the two countries. Thus, this dissertation aims to understand the relationship between identity and consumption in an environment that promotes the establishment of dichotomies, fostering the development of identity conflicts through the application of the Dialogical Self Theory. This exploratory research was conducted using a qualitative approach and a heterogeneous non-representative sample of Ukrainian identities. Ten semi-structured interviews were conducted within a pre-defined time interval. The data collected was then analyzed through discourse analysis and computer-assisted analysis. The results showed that there is no clear link between Ukrainian identity and the rejection of Russian culture, thus an identity conflict during consumption was not always noted. It was found that the main personal characteristics that influence the consumption of Russian cultural objects are patriotism, tradition, a clear association between the object and Russia, the ideological charge of the object and the time of its origin. During the application of the Dialogical Self Theory, the dialogical relationships of opposition, compartmentalization, conciliation and compassion were observed. On an academic level, this work fills an existing gap in the application of the Dialogical Self Theory, within marketing, by studying identity multiplicity in its relationship with consumption in a context that aims to restrict the consumer's freedom of choice by factionalizing the existing market. On a practical and business level, it has contributed by providing useful insights and characteristics for managers and marketers in the cultural industry.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Teoria do Self Dialógico identidade consumo guerra russo-ucraniana cultura russa Dialogical Self Theory identity consumption Russian-Ukrainian war Russian culture
Contexto Educativo
Citação
Sufrai, Ana (2024). “Ser ou não ser : o ucraniano dialógico”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão