The new emergent society: product consumers or dicoursive production?

Abstract

During the years of 1990, thesocial map of Rio de Janeiro witnessed theappearance of a new segment that, althoughcharacterized by a complex set of aspects,as in any social network, displays as itscentral element of articulation, the recentachievement of a significantly highpurchasing power. Named by the media as“New Emerging Society”, this segment wasfor some time constantly present in themedia.As of the ethnography carried out amongthis network, whose homes are concentratedin Barra da Tijuca district, I reflect aboutthe most legitimate and profitable way for -an anthropology of modern consumption –to approach these individuals considered as“successful” according to the patterns ofsuccess of a society that values economicgrowth.