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New Normalcy? Consumption and identity between reproduction of social inequalities and social transformation in Brazil* * Este estudo foi parcialmente financiado pela Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (Capes).

Nova normalidade? Consumo e identidade entre reprodução de desigualdades sociais e transformação social no Brasil

Abstract

The Covid-19 pandemic has been transforming economic, political and social realities into a so-called “new normalcy”. Learning to cope with this contingency requires (re)construction of people’s identity. In this study, we critically analyze the narratives of change and the consumption practices of Brazilians interviewed during the period of social distancing. We follow a critical social-psychological approach based on the works of Fromm, Rosa and Kühn. Our results show that the pandemic encourages people to reflect responsibly on their consumption, but also highlight how consumption contributes to the reproduction of social inequality, leading to polarizations within society.

Keywords:
Pandemic; Social Inequality; Consumption; Identity; Fromm

Departamento de Sociologia da Universidade de Brasília Instituto de Ciências Sociais - Campus Universitário Darcy Ribeiro, CEP 70910-900, Tel. (55 61) 3107 1537 - Brasília - DF - Brazil
E-mail: revistasol@unb.br