Megastore: a sociologia de uma empresa cultural

Abstract

This work had as main objective understanding of the recent changes in the retail book market in Brazil, choosing the business model megastore Bookstore Reading Parque Shopping Maceio, as research object. The choice of model and its methodological approach can be understood in terms of the importance it has assumed in contemporary cultural markets, establishing a new logic of consumption and cultural enjoyment, associating it broader and structural prerogatives grounded in increased access to leisure, entertainment and new aesthetic and symbolic experiences represented by the category creative economy, mobilized by various public and private agents market, which have become enablers of the new relations between culture and the market today, as can be seen. The business model that promotes Reading Library, the megastore, is the main sales channel for books retail in Brazil and has recorded substantial growth in the last decade. One of the most decisive results that sociological analysis that was undertaken here was able to show was the discursive and empirical incorporation of new semantic grammar that involves the production and supply of goods and cultural services promoted by contemporary cultural capitalism. This incorporation and management made cultural enterprises, and in particular the megastores, build and sustain one self-image of cultural equipment, promoting not only the marketing of symbolic goods, but greatly, according to his discursive repertoire, based on the promotion of aesthetic experiences and cultural rights, and is in line with some of the elected and theoretical aspects of the data collected in the survey, mobilized with a view to providing systematic instruments and interpretation of the constitutive dimensions of the research object which was built in this work.