• JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
 
  Bookmark and Share
 
 
Master's Dissertation
DOI
10.11606/D.100.2019.tde-10022019-100234
Document
Author
Full name
Leticia Janini Godoy
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2018
Supervisor
Committee
Araujo, Mauricio de Campos (President)
Dias, Sylmara Lopes Francelino Gonçalves
Kanamaru, Antonio Takao
Merlo, Márcia
Title in Portuguese
Crítica à sustentabilidade: o descompasso entre o discurso e as práticas das redes de moda brasileiras
Keywords in Portuguese
Discurso
Moda
Sustentabilidade
Abstract in Portuguese
A presente pesquisa realiza uma crítica acerca das contradições entre discurso e prática da cadeia de moda brasileira à luz da teoria da sustentabilidade. Em particular, avalia-se se as ações das duas maiores redes de moda nacionais - Renner e Riachuelo - são pertinentes às mensagens politicamente corretas que elas propagam nas mídias. Tal empreitada fundamenta-se em análise de conteúdo disponível eletronicamente em suas páginas corporativas, o qual foi confrontado tanto com o ideário promovido originalmente pela Organização das Nações Unidas (ONU), como pelo senso comum. Assim, propõe-se alcançar o entendimento do conceito de sustentabilidade sob o ponto de vista das empresas tratadas, considerando-se a sua crescente polissemia. Em segundo plano, procura-se verificar se a práxis empresarial é verdadeiramente consoante com os valores e princípios ditados pela noção geral de sustentabilidade. Os resultados apontam que a lógica concorrencial e predatória que permeia o negócio das empresas analisadas contrariam os princípios de sustentabilidade, destituindo-lhes de sua legitimidade e credibilidade
Title in English
Criticism to sustentability: the mismatch between the discourse and the practices of Brazilian fashions chains
Keywords in English
Discourse
Fashion
Sustentability
Abstract in English
The present research criticizes the contradictions between discourse and practice within Brazilian fashion industry's productive chain in the light of the theory of sustainability. In particular, it is assessed whether the actions of two main local fashion retailers - Renner and Riachuelo - are pertinent to the politically correct messages they propagate in the media. Such undertaking is based on an analysis of content available electronically in their corporate pages, which have been confronted both with the ideas originally promoted by the United Nations and by common sense. Thus, it aims to reach an understanding of sustainability concept from the point of view of the examined companies, considering its increasing polysemy. In the background, it intends to check if the business praxis is truly consonant with the values and principles dictated by the general notion of sustainability. The results indicate that the competitive and predatory logic that permeates the business of the analyzed companies contravenes the principles of sustainability, depriving them of their legitimacy and credibility
 
WARNING - Viewing this document is conditioned on your acceptance of the following terms of use:
This document is only for private use for research and teaching activities. Reproduction for commercial use is forbidden. This rights cover the whole data about this document as well as its contents. Any uses or copies of this document in whole or in part must include the author's name.
3535746.pdf (1.40 Mbytes)
Publishing Date
2019-03-14
 
WARNING: Learn what derived works are clicking here.
All rights of the thesis/dissertation are from the authors
CeTI-SC/STI
Digital Library of Theses and Dissertations of USP. Copyright © 2001-2019. All rights reserved.