Pô Polar, Estrela é teu lar: compreendendo a prática de consumo de cerveja em Estrela
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Data
2017-02
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Durayski, Juliana
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A cerveja tem importância social, cultural e, por muitos anos foi fundamental para a economia da cidade de Estrela. Com base na importância que a bebida tem para a cidade, este trabalho objetiva compreender a prática de consumo. Para isso, fez-se uma pesquisa de cunho qualitativo, com delineamento exploratório. As técnicas utilizadas para compor o trabalho foram pesquisa documental e entrevistas de profundidade com 26 indivíduos, entre eles empresários, consumidores e historiadores. Foram feitas, também, 20 observações participantes, que tiveram seus detalhes narrados no diário de campo. A partir das entrevistas e das observações, cinco categorias foram estabelecidas: percepções em relação à Cervejaria Polar em Estrela; cerveja e o convívio social; comportamento dos estrelenses em relação à cerveja; rituais de consumo de cerveja em Estrela; e sugestões gerenciais. Os resultados do estudo indicam que os consumidores tomam cerveja com o intuito de compartilhar momentos e histórias e que o hábito de consumir a bebida se liga a questões culturais que resgatam a história de um passado cervejeiro que está na lembrança dos estrelenses. Com isso, é possível concluir que a cultura e as tradições estão se reinventando, mas sem perder a origem. Um exemplo é a tendência de produzir e consumir cerveja artesanal na cidade. Em suma, a pesquisa reflete sobre os rituais e os comportamentos sobre as práticas de consumo de cerveja em Estrela.
Beer has social e cultural importance, and for many years it was vital to the economy of Estrela city. Based on importance that is beverage has to the city, this work objective understanding the practice its consumption. This is a qualitative research, with exploratory design. The techniques used to develop this work were documentar research and interviews with approximately 26 individuals, including businessmans, consumers and historians. They were also made 20 participant observations, they had their details narrated in daily. From interviews and observations, five categories were established: perceptions of brewery Polar in Estrela; the practice of beer as social life; behavior of Estrela citizens in relation to beer; consumer habits drinking beer; and managing suggestions. The study results indicate that consumers beverage beer with purpose to share moments and stories and habit of consuming the beverage binds to cultural issues that rescue the history of a past brewer remembrance of estrelenses.With it is possible conclude that culture and traditions which is in reinventing themselves, but without losing then origin. One example the tendency to produce and consume craft beer in town. In short, research reflects on rituals and behaviors of the practice of beer consumption in town.
Beer has social e cultural importance, and for many years it was vital to the economy of Estrela city. Based on importance that is beverage has to the city, this work objective understanding the practice its consumption. This is a qualitative research, with exploratory design. The techniques used to develop this work were documentar research and interviews with approximately 26 individuals, including businessmans, consumers and historians. They were also made 20 participant observations, they had their details narrated in daily. From interviews and observations, five categories were established: perceptions of brewery Polar in Estrela; the practice of beer as social life; behavior of Estrela citizens in relation to beer; consumer habits drinking beer; and managing suggestions. The study results indicate that consumers beverage beer with purpose to share moments and stories and habit of consuming the beverage binds to cultural issues that rescue the history of a past brewer remembrance of estrelenses.With it is possible conclude that culture and traditions which is in reinventing themselves, but without losing then origin. One example the tendency to produce and consume craft beer in town. In short, research reflects on rituals and behaviors of the practice of beer consumption in town.
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Palavras-chave
Cerveja; Comportamento do consumidor; Cultura; Estrela
Citação
SCHEEREN, Jéssica Taís. Pô Polar, Estrela é teu lar: compreendendo a prática de consumo de cerveja em Estrela. 2015. Monografia (Graduação em Comunicação Social com Habilitação em Publicidade e Propaganda) – Universidade do Vale do Taquari - Univates, Lajeado, 30 nov. 2015. Disponível em: http://hdl.handle.net/10737/1448.