Reinventing Everyday Life: Consumption Practices Analysis under Certeau's Optics

Fernanda Guarnieri and Francisco Giovanni David Vieira

RAE - Revista de Administração de Empresas, 2020, vol. 60, issue 5

Abstract: The aim of this study is to understand how the frequency of attendance at outdoor exercise gyms by elderly people shapes their consumption practices and reinvents their daily lives. As a theoretical support, we adopted an interdisciplinary approach between postmodernism and consumer culture studies using Michel de Certeau’s theory of everyday practices. Data for this qualitative study was collected through participant observation and interviews with elderly people who attended an outdoor exercise gym. Analysis followed the concept of interpretative research for organizing and categorizing information. The frequency of attendance at outdoor exercise gyms was shown to be a starting point for the reinvention of the daily life of elderly people. Reinvention of everyday life comes from new consumption practices that emerge by means of a new dynamic in their lives. Thus, we presen

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:fgv:eaerae:v:60:y:2020:i:5:a:81790

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