Consumer Culture Theory e Critical Marketing: reflexões epistemológicas e possibilidades investigativas

Ana Carolina Assis Sampaio, André Luiz Maranhão de Souza-Leão
DOI: https://doi.org/10.21529/RECADM.2025013

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O interesse crescente em abordagens que discutem aspectos contextuais e críticos no marketing abre espaço para vertentes fora do mainstream, como é o caso da Consumer Culture Theory e do Critical Marketing. Ambas as abordagens consideram características sociais e culturais, sendo a primeira uma “marca” de pesquisa interpretativista de lente culturalista, com interesses de pesquisa consolidados e a segunda uma abordagem teórica-epistemológica com postura axio-onto-epistemológica bem definida. Vislumbrando a associação entre essas duas ‘teorias’, o trabalho busca refletir sobre a adoção da abordagem do Critical Marketing na Consumer Culture Theory, trabalhando, inicialmente, as aproximações onto-epistemo-axiológicas entre as teorias e, posteriormente, debatendo a efetiva execução de uma pesquisa em Consumer Culture Theory dentro dos limites epistemológicos críticos. Como resultado, apresenta-se que a articulação entre as duas abordagens mencionadas perpassa pelo alinhamento dos limites críticos – relacionado ao posicionamento onto-epistêmico-axiológico vinculado à desnaturalização ontológica, reflexividade epistemológica e postura não performativa – e aos aspectos empíricos de investigação – aplicação do posicionamento crítico aos domínios de interesse da Consumer Culture Theory.


Palavras-chave

teoria de cultura do consumo; marketing crítico; debate epistemológico. perspectivas críticas de marketing

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