O consumo de tecnologia como estruturante identitário: uma discussão teórico-metodológica fundamentada pela Semiótica francesa

Vitor Lima ,Daniel Kamlot

doi:10.1590/1679-395168617

Abstract

Resumo Adotando a perspectiva da teoria da cultura do consumo (consumer culture theory - CCT) como base para a discussão, este ensaio teórico tem por objetivo apresentar a semiótica discursiva de linha francesa como uma alternativa teórico-metodológica para o estudo do papel do consumo de tecnologia no processo de construção identitária do consumidor. A proposta se baseia, sobretudo, nas ideologias tecnológicas de Kozinets (2008) como possíveis estruturantes semânticos e na utilização do percurso gerativo de sentido (GREIMAS e COURTÉS, 2013) para análise dos discursos dos sujeitos consumidores de tecnologia.

Highlights

Studies on the behavior of technology consumers have focused on psychological processes related to users’ responses at the moment of adoption and diffusion. Gutman, Joia and Moreno Junior (2014) points out that it is possible to highlight some approaches, such as the Theory of Reasoned Action (TRA) (FISHBEIN and AJZEN, 1975), the Theory of Planned Behavior (TPB) proposed by Ajzen (1991) and the classic Technology Acceptance Model (TAM) (DAVIS, 1989), as one of the main approaches of these studies
According to Davis (1989), essentially, TAM points to the adoption of technology being affected by two variables internalized in the user: the perceived ease of use, which is the perceived level of effort in the use of the resource, and the perceived utility, which is understood as the level perceived by the user with respect to the increase of performance in a certain task
Corroborating the line of thought, Kozinets (2008) and Pace (2013) point out a long way to be explored by researchers, since, even though there is some knowledge about macrossocial and cultural conditions that involve the consumption of technology, there is a considerable gap related in nature and to the processes by which these same conditions become ideologies and, they become thoughts, narratives, speeches, that is to say, discursive practices that support identity projects

Summary

INTRODUCTION

Studies on the behavior of technology consumers have focused on psychological processes related to users’ responses at the moment of adoption and diffusion. Gutman, Joia and Moreno Junior (2014) points out that it is possible to highlight some approaches, such as the Theory of Reasoned Action (TRA) (FISHBEIN and AJZEN, 1975), the Theory of Planned Behavior (TPB) proposed by Ajzen (1991) and the classic Technology Acceptance Model (TAM) (DAVIS, 1989), as one of the main approaches of these studies. Complementing the idea, McCracken (1986) suggests that consumer practices, whether of products or services, function as symbolic sources of culturally constituted meanings and for this reason contribute to the construction of social and discursive identities. In this context, this essay aims to present the French line of discursive semiotics (GREIMAS and COURTÉS, 2013), hereafter referred to as semiotics only, as a theoretical-methodological alternative for the study of the role of technology consumption on the consumer identity construction process. The concluding remarks present reflections and possible paths for future research

THE CONSUMER CULTURE THEORY

THE CONSUMPTION OF TECHNOLOGY AND ITS UNDERLYING IDEOLOGIES

Technological Ideologies semiotic square

SEMIOTICS CONTRIBUTION PERSPECTIVE

Fundamental syntax Narrative syntax

CONCLUDING REMARKS