Academic literature on the topic 'Cinema - Brasil - 1990-2000'

Neste artigo busco analisar e refletir sociologicamente sobre aquilo que entendo ser um processo de transformação da indústria cultural no Brasil, que teria tido seu início a partir de meados da década de 1990, sendo que tais transformações teriam adotado maior visibilidade a partir dos anos 2000. Busco, desse modo, refletir em um estudo histórico e teórico sobre um período específico (2000 a 2005), recorrendo metodologicamente a uma comparação entre conceitos teóricos e realidade histórica, tomando como eixo prioritário de análise alguns aspectos específicos do cinema e da televisão brasileiras no período. Minha hipótese central é de que nesse período histórico a indústria cultural no Brasil passa a expressar um novo tipo de relação entre produção e consumo, indicando transformações quanto ao próprio conceito de indústria cultural, tal como originalmente proposto por Theodor W. Adorno e Max Horkheimer. O objetivo central do artigo é contribuir para uma atualização do conceito de indústria cultural diante de modificações substantivas no modo de produção capitalista, adotando a realidade brasileira como marco explicativo de tais transformações.

This article presents the results of a research that aimed to problematize how students of the undergraduate courses of an IFES represent the technique and technology in images produced by them. Those images then are constitutive of their visual culture. Image production workshops were organized. The following concepts were addressed: visual culture; Image Technical and technology. Participated in the Workshops 105 students (52 doubles) who produced 65 photographs from their choice of a phenomena in the surroundings of the university. They answered the questions: justify chosen phenomenon; has technique in that image? (Justify response); has technology in this image? (Justify the answer). Then the photos were projected and the concepts of visual culture, technique and technology were discussed. The analysis of the written responses of the students indicated that when choosing and justifying the phenomena they are holders of a visual culture "based on visuality, the tendency to figure or visualize existence". Most students understood the technique as a means to obtain an end. They also confused the technology with the technical apparatus and did not criticize technique or technology. All students showed familiarity with the "cellular" artifact, but did not criticize this use. The contemporary artifacts, particularly the cell phone, are so inserted in everyday life that it becomes difficult to surprise them, because there is a symbolic system, grounded in technical rationality, so rooted in everyday actions that make this familiarity difficult to miss. This is why they do not problematize the technique or technology, when producing or approaching a visual culture.ResumoEste artigo apresenta os resultados de uma pesquisa que tinha como objetivo problematizar como estudantes dos cursos de licenciatura de uma IFES (Instituição Federal de Ensino Superior) representam a técnica e a tecnologia, constitutivas da cultura visual, em imagens por eles produzidas. Organizou-se oficinas de produção de imagens. Abordou-se os seguintes conceitos: cultura visual; imagem; técnica e tecnologia. Participaram das oficinas 105 estudantes (52 duplas), que produziram 65 fotografias a partir da escolha de fenômenos no entorno da universidade. Quando as duplas voltavam, respondiam às questões: fenômeno escolhido (justificar a escolha); tem técnica nessa imagem? (justificar resposta); tem tecnologia nessa imagem? (justificar a resposta). Depois projetou-se as fotos e discutiu-se os conceitos de cultura visual, técnica e tecnologia. A análise das respostas escritas dos estudantes indicou que ao escolherem e justificarem os fenômenos eram detentores de uma cultura visual “pautada na visualidade, pela tendência de figurar ou visualizar a existência”. A maioria dos estudantes compreendeu a técnica como meio para se obter um fim, confundiu a tecnologia com o aparato técnico, e não criticou a técnica nem a tecnologia. Todos os estudantes demonstraram ter familiaridade com o artefato “técnico celular”, mas não criticaram esse uso. Os artefatos contemporâneos, particularmente o celular, estão tão inseridos no cotidiano, que se torna difícil estranhá-los, pois há um sistema simbólico, fundamentado na racionalidade técnica, tão arraigado em ações cotidianas, que é difícil estranhar o familiar. Por isso não se problematiza a técnica e nem a tecnologia, ambas produtoras da cultura visual.ResumenEste artículo presenta los resultados de una investigación que tenía como objetivo problematizar como estudiantes de los cursos de licenciatura de una IFES representan la técnica y la tecnología, constitutivas de la cultura visual, en imágenes por ellos producidas. Se organizaron talleres de producción de imágenes. Se abordaron los siguientes conceptos: cultura visual; imagen; técnica y tecnología. Participaron de los talleres 105 estudiantes (52 dobles), que produjeron 65 fotografías a partir de la elección de fenómenos en el entorno de la universidad. Cuando las dobles volvían, respondían a las preguntas: fenómeno escogido (justificar la elección); ¿tiene técnica en esa imagen? (justificar la respuesta); ¿tiene tecnología en esa imagen? (justificar la respuesta). Después se proyectó las fotos y se discutieron los conceptos de cultura visual, técnica y tecnología. El análisis de las respuestas escritas de los estudiantes indicó que al escoger y justificar los fenómenos eran poseedores de una cultura visual pautada en la visualidad, por la tendencia de figurar o visualizar la existencia". La mayoría de los estudiantes comprendieron la técnica como medio para obtener un fin, confundió la tecnología con el aparato técnico, y no criticó la técnica ni la tecnología. Todos los estudiantes demostraron tener familiaridad con el artefacto "técnico celular", pero no criticaron ese uso. Los artefactos contemporáneos, particularmente el celular, están tan insertados en lo cotidiano, que resulta difícil extrañarlos, pues hay un sistema simbólico, fundamentado en la racionalidad técnica, tan arraigado en acciones cotidianas, que es difícil extrañar al familiar. Por eso no se problematiza la técnica y ni la tecnología, ambas productoras de la cultura visual.Palavras-chave: Técnica, Tecnologia, Fotografia, Licenciatura.Keywords: Technique, Technology, Photograph, Undergraduate courses.Palabras clave: Técnica, Tecnología, Fotografía, Licenciatura.ReferencesAMORIM, M. Vozes e Silêncio no Texto de Pesquisa em Ciências Humanas. Cadernos de Pesquisa, n. 116, p.7-19, julho, 2002.ASSUMPÇÃO, A, M. Entrelaçamentos entre leitura de imagens e estudantes de pedagogia. 2019. 173 p. Tese (Doutorado em Educação) – Universidade Federal do Estado do Rio de Janeiro, Rio de Janeiro, 2019.AUMONT, J. A. Imagem. (Abreu, E, S. e Santoro, C., C., Trad). Campinas, SP: Papirus, 1993.BAKHTIN, M. Marxismo e filosofia da linguagem. São Paulo: Hucitec, 1986.BARTHES, R. O óbvio e o obtuso. Rio de Janeiro: Ed. Nova Fronteira, 1990.BARTHES, R. A câmara clara: nota sobre a fotografia. Rio de Janeiro: Nova Fronteira, 1984.BUNGE, M. Seudociencia e ideología. 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São Paulo: Annablume, 2011.GOUVÊA, G. Divulgação científica para crianças: o caso da Ciência Hoje das Crianças, 2000. Tese de doutorado em Ciências. Programa de pós-graduação em Ciências do ICB/ UFRJ, 2000. 230pGOUVÊA, G.; OLIVEIRA, C. I. de C. Memória e representação: imagens nos livros didáticos de física. Ciências & Cognição, V. 15, N. 3, 2010, p.063-083. Disponível em: http://www.cienciasecognicao.org/revista/index.php/cec/article/view/368, Acesso em 20 novembro de 2018.HABERMAS, J. Técnica e ciência como “ideologia”. 1ªed. São Paulo: editora Unesp, 2014.HALL, S. Representation: Cultural Representations and Signifying Practices. Hall, S. (Ed), London: SAGE Publications, 2003.JAY, Martin. Relativismo Cultural e a Virada Visual. Aletria: Revista de Estudos de Literatura, v. 10, n.11, p. 14 - 28, 2003.KLEBA, J. Tecnologia, ideologia e periferia: um debate com a filosofia da técnica de Álvaro Vieira Pinto. 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IntroductionFilmed during a 1955 family trip from Perth to the Gulf of Carpentaria, Keith Adams’s Northern Safari showed to packed houses across Australia, and in some overseas locations, across three decades. Essentially a home movie, initially accompanied by live commentary and subsequently by a homemade sound track, it tapped into audiences’ sense of Australia’s north as a place of adventure. In the film Adams interacts with the animals of northern Australia (often by killing them), and while by 1971 the violence apparent in the film was attracting criticism in letters to newspapers, the film remained popular through to the mid-1980s, and was later shown on television in Australia and the United States (Cowan 2; Adams, Crocodile Safari Man 261). A DVD is at present available for purchase from the website of the same name (Northern Safari). Adams and his supporters credited the film’s success to the rugged and adventurous landscape of northern Australia (Northeast vii), characterised by dangerous animals, including venomous spiders, sharks and crocodiles (see Adams, “Aussie”; “Crocodile”). The notion of Australia’s north as a place of rugged adventure was not born with Adams’s film, and that film was certainly not the last production to exploit the region and its wildlife as a source of excitement. Rather, Northern Safari belongs to a long list of adventure narratives whose hunting exploits have helped define the north of Australian as a distinct region and contrast it with the temperate south where most Australians make their lives.This article explores the connection between adventure in Australia’s north and the large animals of the region. Adams’s film capitalised on popular interest in natural history, but his film is only one link in a chain of representations of the Australian north as a place of dangerous and charismatic megafauna. While over time interest shifted from being largely concentrated on the presence of buffalo in the Northern Territory to a fascination with the saltwater crocodiles found more widely in northern Australia that interest in dangerous prey animals is significant to Australia’s northern imaginary.The Northern Safari before AdamsNorthern Australia gained a reputation for rugged, masculine adventure long before the arrival there of Adams and his cameras. That reputation was closely associated with the animals of the north, and it is generally the dangerous species that have inspired popular accounts of the region. Linda Thompson has recognised that before the release of the film Crocodile Dundee in 1986 crocodiles “received significant and sensational (although sporadic) media attention across Australia—attention that created associations of danger, mystery, and abnormality” (118). While Thompson went on to argue that in the wake of Crocodile Dundee the saltwater crocodile became a widely recognised symbol of Australia (for both Australians and non-Australians) it is perhaps more pertinent to consider the place of animals in creating a notion of the Australian north.Adams’s extended and international success (he showed his film profitably in the United States, Canada, England, Germany, South Africa, Rhodesia, and New Zealand as well as throughout Australia) suggests that the landscape and wildlife of northern Australia holds a fascination for a wide audience (Adams, Crocodile Safari Man 169-261). Certainly northern Australia, and its wild beasts, had established a reputation for adventure earlier, particularly in the periods following the world wars. Perhaps crocodiles were not the most significant of the north’s charismatic megafauna in the first half of the twentieth century, but their presence was a source of excitement well before the 1980s, and they were not the only animals in the north to attract attention: the Northern Territory’s buffalo had long acted as a drawcard for adventure seekers.Carl Warburton’s popular book Buffaloes was typical in linking Australians’ experiences of war with the Australian north and the pursuit of adventure, generally in the form of dangerous big game. War and hunting have long been linked as both are expressions of masculine valour in physically dangerous circumstances (Brennan “Imperial” 44-46). That link is made very clear in Warbuton’s account when he begins it on the beach at Gallipoli as he and his comrades discuss their plans for the future. After Warburton announces his determination not to return from war to work in a bank, he and a friend determine that they will go to either Brazil or the Northern Territory to seek adventure (2). Back in Sydney, a coin flip determines their “compass was set for the unknown north” (5).As the title of his book suggests, the game pursued by Warburton and his mate were buffaloes, as buffalo hides were fetching high prices when he set out for the north. In his writing Warburton was keen to establish his reputation as an adventurer and his descriptions of the dangers of buffalo hunting used the animals to establish the adventurous credentials of northern Australia. Warburton noted of the buffalo that: “Alone of all wild animals he will attack unprovoked, and in single combat is more than a match for a tiger. It is the pleasant pastime of some Indian princes to stage such combats for the entertainment of their guests” (62-63). Thereby, he linked Arnhem Land to India, a place that had long held a reputation as a site of adventurous hunting for the rulers of the British Empire (Brennan “Africa” 399). Later Warburton reinforced those credentials by noting: “there is no more dangerous animal in the world than a wounded buffalo bull” (126). While buffalo might have provided the headline act, crocodiles also featured in the interwar northern imaginary. Warburton recorded: “I had always determined to have a crack at the crocodiles for the sport of it.” He duly set about sating this desire (222-3).Buffalo had been hunted commercially in the Northern Territory since 1886 and Warburton was not the first to publicise the adventurous hunting available in northern Australia (Clinch 21-23). He had been drawn north after reading “of the exploits of two crack buffalo shooters, Fred Smith and Paddy Cahill” (Warburton 6). Such accounts of buffalo, and also of crocodiles, were common newspaper fodder in the first half of the twentieth century. Even earlier, explorers’ accounts had drawn attention to the animal excitement of northern Australia. For example, John Lort Stokes had noted ‘alligators’ as one of the many interesting animals inhabiting the region (418). Thus, from the nineteenth century Australia’s north had popularly linked together remoteness, adventure, and large animals; it was unsurprising that Warburton in turn acted as inspiration to later adventure-hunters in northern Australia. In 1954 he was mentioned in a newspaper story about two English migrants who had come to Australia to shoot crocodiles on Cape York with “their ambitions fed by the books of men such as Ion Idriess, Carl Warburton, Frank Clune and others” (Gay 15).The Development of Northern ‘Adventure’ TourismNot all who sought adventure in northern Australia were as independent as Adams. Cynthia Nolan’s account of travel through outback Australia in the late 1940s noted the increasing tourist infrastructure available, particularly in her account of Alice Springs (27-28, 45). She also recorded the significance of big game in the lure of the north. At the start of her journey she met a man seeking his fortune crocodile shooting (16), later encountered buffalo shooters (82), and recorded the locals’ hilarity while recounting a visit by a city-based big game hunter who arrived with an elephant gun. According to her informants: “No, he didn’t shoot any buffaloes, but he had his picture taken posing behind every animal that dropped. He’d arrange himself in a crouch, gun at the ready, and take self-exposure shots of himself and trophy” (85-86). Earlier, organised tours of the Northern Territory included buffalo shooter camps in their itineraries (when access was available), making clear the continuing significance of dangerous game to the northern imaginary (Cole, Hell 207). Even as Adams was pursuing his independent path north, tourist infrastructure was bringing the northern Australian safari experience within reach for those with little experience but sufficient funds to secure the provision of equipment, vehicles and expert advice. The Australian Crocodile Shooters’ Club, founded in 1950, predated Northern Safari, but it tapped into the same interest in the potential of northern Australia to offer adventure. It clearly associated that adventure with big game hunting and the club’s success depended on its marketing of the adventurous north to Australia’s urban population (Brennan “Africa” 403-06). Similarly, the safari camps which developed in the Northern Territory, starting with Nourlangie in 1959, promoted the adventure available in Australia’s north to those who sought to visit without necessarily roughing it. The degree of luxury that was on offer initially is questionable, but the notion of Australia’s north as a big game hunting destination supported the development of an Australian safari industry (Berzins 177-80, Brennan “Africa” 407-09). Safari entrepreneur Allan Stewart has eagerly testified to the broad appeal of the safari experience in 1960s Australia, claiming his clientele included accountants, barristers, barmaids, brokers, bankers, salesmen, journalists, actors, students, nursing sisters, doctors, clergymen, soldiers, pilots, yachtsmen, racing drivers, company directors, housewives, precocious children, air hostesses, policemen and jockeys (18).Later Additions to the Imaginary of the Northern SafariAdams’s film was made in 1955, and its subject of adventurous travel and hunting in northern Australia was taken up by a number of books during the 1960s as publishers kept the link between large game and the adventurous north alive. New Zealand author Barry Crump contributed a fictionalised account of his time hunting crocodiles in northern Australia in Gulf, first published in 1964. Crump displayed his trademark humour throughout his book, and made a running joke of the ‘best professional crocodile-shooters’ that he encountered in pubs throughout northern Australia (28-29). Certainly, the possibility of adventure and the chance to make a living as a professional hunter lured men to the north. Among those who came was Australian journalist Keith Willey who in 1966 published an account of his time crocodile hunting. Willey promoted the north as a site of adventure and rugged masculinity. On the very first page of his book he established his credentials by advising that “Hunting crocodiles is a hard trade; hard, dirty and dangerous; but mostly hard” (1). Although Willey’s book reveals that he did not make his fortune crocodile hunting he evidently revelled in its adventurous mystique and his book was sufficiently successful to be republished by Rigby in 1977. The association between the Australian north, the hunting of large animals, and adventure continued to thrive.These 1960s crocodile publications represent a period when crocodile hunting replaced buffalo hunting as a commercial enterprise in northern Australia. In the immediate post-war period crocodile skins increased in value as traditional sources became unreliable, and interest in professional hunting increased. As had been the case with Warburton, the north promised adventure to men unwilling to return to domesticity after their experiences of war (Brennan, “Crocodile” 1). This part of the northern imaginary was directly discussed by another crocodile hunting author. Gunther Bahnemann spent some time crocodile hunting in Australia before moving his operation north to poach crocodiles in Dutch New Guinea. Bahnemann had participated in the Second World War and in his book he was clear about his unwillingness to settle for a humdrum life, instead choosing crocodile hunting for his profession. As he described it: “We risked our lives to make quick money, but not easy money; yet I believe that the allure of adventure was the main motive of our expedition. It seems so now, when I think back to it” (8).In the tradition of Adams, Malcolm Douglas released his documentary film Across the Top in 1968, which was subsequently serialised for television. From around this time, television was becoming an increasingly popular medium and means of reinforcing the connection between the Australian outback and adventure. The animals of northern Australia played a role in setting the region apart from the rest of the continent. The 1970s and 1980s saw a boom in programs that presented the outback, including the north, as a source of interest and national pride. In this period Harry Butler presented In the Wild, while the Leyland brothers (Mike and Mal) created their iconic and highly popular Ask the Leyland Brothers (and similar productions) which ran to over 150 episodes between 1976 and 1980. In the cinema, Alby Mangels’s series of World Safari movies included Australia in his wide-ranging adventures. While these documentaries of outback Australia traded on the same sense of adventure and fascination with Australia’s wildlife that had promoted Northern Safari, the element of big game hunting was muted.That link was reforged in the 1980s and 1990s. Crocodile Dundee was an extremely successful movie and it again placed interactions with charismatic megafauna at the heart of the northern Australian experience (Thompson 124). The success of the film reinvigorated depictions of northern Australia as a place to encounter dangerous beasts. Capitalising on the film’s success Crump’s book was republished as Crocodile Country in 1990, and Tom Cole’s memoirs of his time in northern Australia, including his work buffalo shooting and crocodile hunting, were first published in 1986, 1988, and 1992 (and reprinted multiple times). However, Steve Irwin is probably the best known of northern Australia’s ‘crocodile hunters’, despite his Australia Zoo lying outside the crocodile’s natural range, and despite being a conservationist opposed to killing crocodiles. Irwin’s chosen moniker is ironic, given his often-stated love for the species and his commitment to preserving crocodile lives through relocating (when necessary, to captivity) rather than killing problem animals. He first appeared on Australian television in 1996, and continued to appear regularly until his death in 2006.Tourism Australia used both Hogan and Irwin for promotional purposes. While Thompson argues that at this time the significance of the crocodile was broadened to encompass Australia more generally, the examples of crocodile marketing that she lists relate to the Northern Territory, with a brief mention of Far North Queensland and the crocodile remained a signifier of northern adventure (Thompson 125-27). The depiction of Irwin as a ‘crocodile hunter’ despite his commitment to saving crocodile lives marked a larger shift that had already begun within the safari. While the title ‘safari’ retained its popularity in the late twentieth century it had come to be applied generally to organised adventurous travel with a view to seeing and capturing images of animals, rather than exclusively identifying hunting expeditions.ConclusionThe extraordinary success of Adams’s film was based on a widespread understanding of northern Australia as a type of adventure playground, populated by fascinating dangerous beasts. That imaginary was exploited but not created by Adams. It had been in existence since the nineteenth century, was particularly evident during the buffalo and crocodile hunting bubbles after the world wars, and boomed again with the popularity of the fictional Mick Dundee and the real Steve Irwin, for both of whom interacting with the charismatic megafauna of the north was central to their characters. The excitement surrounding large game still influences visions of northern Australia. At present there is no particularly striking northern bushman media personage, but the large animals of the north still regularly provoke discussion. The north’s safari camps continue to do business, trading on the availability of large game (particularly buffalo, banteng, pigs, and samba) and northern Australia’s crocodiles have established themselves as a significant source of interest among international big game hunters. Australia’s politicians regularly debate the possibility of legalising a limited crocodile safari in Australia, based on the culling of problem animals, and that debate highlights a continuing sense of Australia’s north as a place apart from the more settled, civilised south of the continent.ReferencesAdams, Keith. ’Aussie Bites.’ Australian Screen 2017. <https://aso.gov.au/titles/documentaries/northern-safari/clip2/>.———. ‘Crocodile Hunting.’ Australian Screen 2017. <https://aso.gov.au/titles/documentaries/northern-safari/clip3/>.———. Crocodile Safari Man: My Tasmanian Childhood in the Great Depression & 50 Years of Desert Safari to the Gulf of Carpentaria 1949-1999. Rockhampton: Central Queensland University Press, 2000.Bahnemann, Gunther. New Guinea Crocodile Poacher. 2nd ed. London: The Adventurers Club, 1965.Berzins, Baiba. Australia’s Northern Secret: Tourism in the Northern Territory, 1920s to 1980s. Sydney: Baiba Berzins, 2007.Brennan, Claire. "’An Africa on Your Own Front Door Step’: The Development of an Australian Safari.” Journal of Australian Studies 39.3 (2015): 396-410.———. “Crocodile Hunting.” Queensland Historical Atlas (2013): 1-3.———. "Imperial Game: A History of Hunting, Society, Exotic Species and the Environment in New Zealand and Victoria 1840-1901." Dissertation. Melbourne: University of Melbourne, 2005.Clinch, M.A. “Home on the Range: The Role of the Buffalo in the Northern Territory, 1824–1920.” Northern Perspective 11.2 (1988): 16-27.Cole, Tom. Crocodiles and Other Characters. Chippendale, NSW: Sun Australia, 1992.———. Hell West and Crooked. Sydney: Angus and Robertson, 1990.———. Riding the Wildman Plains: The Letters and Diaries of Tom Cole 1923-1943. Sydney: Pan Macmillan, 1992.———. Spears & Smoke Signals: Exciting True Tales by a Buffalo & Croc Shooter. Casuarina, NT: Adventure Pub., 1986.Cowan, Adam. Letter. “A Feeling of Disgust.” Canberra Times 12 Mar. 1971: 2.Crocodile Dundee. Dir. Peter Faiman. Paramount Pictures, 1986.Crump, Barry. Gulf. Wellington: A.H. & A.W. Reed, 1964.Gay, Edward. “Adventure. Tally-ho after Cape York Crocodiles.” The World’s News (Sydney), 27 Feb. 1954: 15.Nolan, Cynthia. Outback. London: Methuen & Co, 1962.Northeast, Brian. Preface. Crocodile Safari Man: My Tasmanian Childhood in the Great Depression & 50 Years of Desert Safari to the Gulf of Carpentaria 1949-1999. By Keith Adams. Rockhampton: Central Queensland University Press, 2000. vi-viii.Northern Safari. Dir. Keith Adams. Keith Adams, 1956.Northern Safari. n.d. <http://northernsafari.com/>.Stewart, Allan. The Green Eyes Are Buffaloes. Melbourne: Lansdown, 1969.Stokes, John Lort. Discoveries in Australia: With an Account of the Coasts and Rivers Explored and Surveyed during the Voyage of H.M.S. Beagle in the Years 1837-38-39-40-41-42-43. By Command of the Lords Commissioners of the Admiralty, Also a Narrative of Captain Owen Stanley's Visits to the Islands in the Arafura Sea. London: T. and W. Boone, 1846.Thompson, Linda. “’You Call That a Knife?’ The Crocodile as a Symbol of Australia”. New Voices, New Visions: Challenging Australian Identities and Legacies. Eds. Catriona Elder and Keith Moore. Newcastle upon Tyne, UK: Cambridge Scholars, 2012: 118-134.Warburton, Carl. Buffaloes: Adventure and Discovery in Arnhem Land. Sydney: Angus & Robertson Ltd, 1934.Willey, Keith. Crocodile Hunt. Brisbane: Jacaranda Press, 1966.

Introduction In December 2010, Nespresso, the world’s leading brand of premium-portioned coffee, opened a flagship “boutique” in Sydney’s Pitt Street Mall. This was Nespresso’s fifth boutique opening of 2010, after Brussels, Miami, Soho, and Munich. The Sydney debut coincided with the mall’s upmarket redevelopment, which explains Nespresso’s arrival in the city: strategic geographic expansion is key to the brand’s growth. Rather than panoramic ubiquity, a retail option favoured by brands like McDonalds, KFC and Starbucks, Nespresso opts for iconic, prestigious locations. This strategy has been highly successful: since 2000 Nespresso has recorded year-on-year per annum growth of 30 per cent. This has been achieved, moreover, despite a global financial downturn and an international coffee market replete with brand variety. In turn, Nespresso marks an evolution in the coffee market over the last decade. The Nespresso Story Founded in 1986, Nespresso is the fasting growing brand in the Nestlé Group. Its headquarters are in Lausanne, Switzerland, with over 7,000 employees worldwide. In 2012, Nespresso had 270 boutiques in 50 countries. The brand’s growth strategy involves three main components: premium coffee capsules, “mated” with specially designed machines, and accompanied by exceptional customer service through the Nespresso Club. Each component requires some explanation. Nespresso offers 16 varieties of Grand Crus coffee: 7 espresso blends, 3 pure origin espressos, 3 lungos (for larger cups), and 3 decaffeinated coffees. Each 5.5 grams of portioned coffee is cased in a hermetically sealed aluminium capsule, or pod, designed to preserve the complex, volatile aromas (between 800 and 900 per pod), and prevent oxidation. These capsules are designed to be used exclusively with Nespresso-branded machines, which are equipped with a patented high-pressure extraction system designed for optimum release of the coffee. These machines, of which there are 28 models, are developed with 6 machine partners, and Antoine Cahen, from Ateliers du Nord in Lausanne, designs most of them. For its consumers, members of the Nespresso Club, the capsules and machines guarantee perfect espresso coffee every time, within seconds and with minimum effort—what Nespresso calls the “ultimate coffee experience.” The Nespresso Club promotes this experience as an everyday luxury, whereby café-quality coffee can be enjoyed in the privacy and comfort of Club members’ homes. This domestic focus is a relatively recent turn in its history. Nestlé patented some of its pod technology in 1976; the compatible machines, initially made in Switzerland by Turmix, were developed a decade later. Nespresso S. A. was set up as a subsidiary unit within the Nestlé Group with a view to target the office and fine restaurant sector. It was first test-marketed in Japan in 1986, and rolled out the same year in Switzerland, France and Italy. However, by 1988, low sales prompted Nespresso’s newly appointed CEO, Jean-Paul Gillard, to rethink the brand’s focus. Gillard subsequently repositioned Nespresso’s target market away from the commercial sector towards high-income households and individuals, and introduced a mail-order distribution system; these elements became the hallmarks of the Nespresso Club (Markides 55). The Nespresso Club was designed to give members who had purchased Nespresso machines 24-hour customer service, by mail, phone, fax, and email. By the end of 1997 there were some 250,000 Club members worldwide. The boom in domestic, user-friendly espresso machines from the early 1990s helped Nespresso’s growth in this period. The cumulative efforts by the main manufacturers—Krups, Bosch, Braun, Saeco and DeLonghi—lowered the machines’ average price to around US $100 (Purpura, “Espresso” 88; Purpura, “New” 116). This paralleled consumers’ growing sophistication, as they became increasingly familiar with café-quality espresso, cappuccino and latté—for reasons to be detailed below. Nespresso was primed to exploit this cultural shift in the market and forge a charismatic point of difference: an aspirational, luxury option within an increasingly accessible and familiar field. Between 2006 and 2008, Nespresso sales more than doubled, prompting a second production factory to supplement the original plant in Avenches (Simonian). In 2008, Nespresso grew 20 times faster than the global coffee market (Reguly B1). As Nespresso sales exceeded $1.3 billion AU in 2009, with 4.8 billion capsules shipped out annually and 5 million Club members worldwide, it became Nestlé’s fastest growing division (Canning 28). According to Nespresso’s Oceania market director, Renaud Tinel, the brand now represents 8 per cent of the total coffee market; of Nespresso specifically, he reports that 10,000 cups (using one capsule per cup) were consumed worldwide each minute in 2009, and that increased to 12,300 cups per minute in 2010 (O’Brien 16). Given such growth in such a brief period, the atypical dynamic between the boutique, the Club and the Nespresso brand warrants closer consideration. Nespresso opened its first boutique in Paris in 2000, on the Avenue des Champs-Élysées. It was a symbolic choice and signalled the brand’s preference for glamorous precincts in cosmopolitan cities. This has become the design template for all Nespresso boutiques, what the company calls “brand embassies” in its press releases. More like art gallery-style emporiums than retail spaces, these boutiques perform three main functions: they showcase Nespresso coffees, machines and accessories (all elegantly displayed); they enable Club members to stock up on capsules; and they offer excellent customer service, which invariably equates to detailed production information. The brand’s revenue model reflects the boutique’s role in the broader business strategy: 50 per cent of Nespresso’s business is generated online, 30 per cent through the boutiques, and 20 per cent through call centres. Whatever floor space these boutiques dedicate to coffee consumption is—compared to the emphasis on exhibition and ambience—minimal and marginal. In turn, this tightly monitored, self-focused model inverts the conventional function of most commercial coffee sites. For several hundred years, the café has fostered a convivial atmosphere, served consumers’ social inclinations, and overwhelmingly encouraged diverse, eclectic clientele. The Nespresso boutique is the antithesis to this, and instead actively limits interaction: the Club “community” does not meet as a community, and is united only in atomised allegiance to the Nespresso brand. In this regard, Nespresso stands in stark contrast to another coffee brand that has been highly successful in recent years—Starbucks. Starbucks famously recreates the aesthetics, rhetoric and atmosphere of the café as a “third place”—a term popularised by urban sociologist Ray Oldenburg to describe non-work, non-domestic spaces where patrons converge for respite or recreation. These liminal spaces (cafés, parks, hair salons, book stores and such locations) might be private, commercial sites, yet they provide opportunities for chance encounters, even therapeutic interactions. In this way, they aid sociability and civic life (Kleinman 193). Long before the term “third place” was coined, coffee houses were deemed exemplars of egalitarian social space. As Rudolf P. Gaudio notes, the early coffee houses of Western Europe, in Oxford and London in the mid-1600s, “were characterized as places where commoners and aristocrats could meet and socialize without regard to rank” (670). From this sanguine perspective, they both informed and animated the modern public sphere. That is, and following Habermas, as a place where a mixed cohort of individuals could meet and discuss matters of public importance, and where politics intersected society, the eighteenth-century British coffee house both typified and strengthened the public sphere (Karababa and Ger 746). Moreover, and even from their early Ottoman origins (Karababa and Ger), there has been an historical correlation between the coffee house and the cosmopolitan, with the latter at least partly defined in terms of demographic breadth (Luckins). Ironically, and insofar as Nespresso appeals to coffee-literate consumers, the brand owes much to Starbucks. In the two decades preceding Nespresso’s arrival, Starbucks played a significant role in refining coffee literacy around the world, gauging mass-market trends, and stirring consumer consciousness. For Nespresso, this constituted major preparatory phenomena, as its strategy (and success) since the early 2000s presupposed the coffee market that Starbucks had helped to create. According to Nespresso’s chief executive Richard Giradot, central to Nespresso’s expansion is a focus on particular cities and their coffee culture (Canning 28). In turn, it pays to take stock of how such cities developed a coffee culture amenable to Nespresso—and therein lays the brand’s debt to Starbucks. Until the last few years, and before celebrity ambassador George Clooney was enlisted in 2005, Nespresso’s marketing was driven primarily by Club members’ recommendations. At the same time, though, Nespresso insisted that Club members were coffee connoisseurs, whose knowledge and enjoyment of coffee exceeded conventional coffee offerings. In 2000, Henk Kwakman, one of Nestlé’s Coffee Specialists, explained the need for portioned coffee in terms of guaranteed perfection, one that demanding consumers would expect. “In general”, he reasoned, “people who really like espresso coffee are very much more quality driven. When you consider such an intense taste experience, the quality is very important. If the espresso is slightly off quality, the connoisseur notices this immediately” (quoted in Butler 50). What matters here is how this corps of connoisseurs grew to a scale big enough to sustain and strengthen the Nespresso system, in the absence of a robust marketing or educative drive by Nespresso (until very recently). Put simply, the brand’s ascent was aided by Starbucks, specifically by the latter’s success in changing the mainstream coffee market during the 1990s. In establishing such a strong transnational presence, Starbucks challenged smaller, competing brands to define themselves with more clarity and conviction. Indeed, working with data that identified just 200 freestanding coffee houses in the US prior to 1990 compared to 14,000 in 2003, Kjeldgaard and Ostberg go so far as to state that: “Put bluntly, in the US there was no local coffee consumptionscape prior to Starbucks” (Kjeldgaard and Ostberg 176). Starbucks effectively redefined the coffee world for mainstream consumers in ways that were directly beneficial for Nespresso. Starbucks: Coffee as Ambience, Experience, and Cultural Capital While visitors to Nespresso boutiques can sample the coffee, with highly trained baristas and staff on site to explain the Nespresso system, in the main there are few concessions to the conventional café experience. Primarily, these boutiques function as material spaces for existing Club members to stock up on capsules, and therefore they complement the Nespresso system with a suitably streamlined space: efficient, stylish and conspicuously upmarket. Outside at least one Sydney boutique for instance (Bondi Junction, in the fashionable eastern suburbs), visitors enter through a club-style cordon, something usually associated with exclusive bars or hotels. This demarcates the boutique from neighbouring coffee chains, and signals Nespresso’s claim to more privileged patrons. This strategy though, the cultivation of a particular customer through aesthetic design and subtle flattery, is not unique. For decades, Starbucks also contrived a “special” coffee experience. Moreover, while the Starbucks model strikes a very different sensorial chord to that of Nespresso (in terms of décor, target consumer and so on) it effectively groomed and prepped everyday coffee drinkers to a level of relative self-sufficiency and expertise—and therein is the link between Starbucks’s mass-marketed approach and Nespresso’s timely arrival. Starbucks opened its first store in 1971, in Seattle. Three partners founded it: Jerry Baldwin and Zev Siegl, both teachers, and Gordon Bowker, a writer. In 1982, as they opened their sixth Seattle store, they were joined by Howard Schultz. Schultz’s trip to Italy the following year led to an entrepreneurial epiphany to which he now attributes Starbucks’s success. Inspired by how cafés in Italy, particularly the espresso bars in Milan, were vibrant social hubs, Schultz returned to the US with a newfound sensitivity to ambience and attitude. In 1987, Schultz bought Starbucks outright and stated his business philosophy thus: “We aren’t in the coffee business, serving people. We are in the people business, serving coffee” (quoted in Ruzich 432). This was articulated most clearly in how Schultz structured Starbucks as the ultimate “third place”, a welcoming amalgam of aromas, music, furniture, textures, literature and free WiFi. This transformed the café experience twofold. First, sensory overload masked the dull homogeny of a global chain with an air of warm, comforting domesticity—an inviting, everyday “home away from home.” To this end, in 1994, Schultz enlisted interior design “mastermind” Wright Massey; with his team of 45 designers, Massey created the chain’s decor blueprint, an “oasis for contemplation” (quoted in Scerri 60). At the same time though, and second, Starbucks promoted a revisionist, airbrushed version of how the coffee was produced. Patrons could see and smell the freshly roasted beans, and read about their places of origin in the free pamphlets. In this way, Starbucks merged the exotic and the cosmopolitan. The global supply chain underwent an image makeover, helped by a “new” vocabulary that familiarised its coffee drinkers with the diversity and complexity of coffee, and such terms as aroma, acidity, body and flavour. This strategy had a decisive impact on the coffee market, first in the US and then elsewhere: Starbucks oversaw a significant expansion in coffee consumption, both quantitatively and qualitatively. In the decades following the Second World War, coffee consumption in the US reached a plateau. Moreover, as Steven Topik points out, the rise of this type of coffee connoisseurship actually coincided with declining per capita consumption of coffee in the US—so the social status attributed to specialised knowledge of coffee “saved” the market: “Coffee’s rise as a sign of distinction and connoisseurship meant its appeal was no longer just its photoactive role as a stimulant nor the democratic sociability of the coffee shop” (Topik 100). Starbucks’s singular triumph was to not only convert non-coffee drinkers, but also train them to a level of relative sophistication. The average “cup o’ Joe” thus gave way to the latte, cappuccino, macchiato and more, and a world of coffee hitherto beyond (perhaps above) the average American consumer became both regular and routine. By 2003, Starbucks’s revenue was US $4.1 billion, and by 2012 there were almost 20,000 stores in 58 countries. As an idealised “third place,” Starbucks functioned as a welcoming haven that flattened out and muted the realities of global trade. The variety of beans on offer (Arabica, Latin American, speciality single origin and so on) bespoke a generous and bountiful modernity; while brochures schooled patrons in the nuances of terroir, an appreciation for origin and distinctiveness that encoded cultural capital. This positioned Starbucks within a happy narrative of the coffee economy, and drew patrons into this story by flattering their consumer choices. Against the generic sameness of supermarket options, Starbucks promised distinction, in Pierre Bourdieu’s sense of the term, and diversity in its coffee offerings. For Greg Dickinson, the Starbucks experience—the scent of the beans, the sound of the grinders, the taste of the coffees—negated the abstractions of postmodern, global trade: by sensory seduction, patrons connected with something real, authentic and material. At the same time, Starbucks professed commitment to the “triple bottom line” (Savitz), the corporate mantra that has morphed into virtual orthodoxy over the last fifteen years. This was hardly surprising; companies that trade in food staples typically grown in developing regions (coffee, tea, sugar, and coffee) felt the “political-aesthetic problematization of food” (Sassatelli and Davolio). This saw increasingly cognisant consumers trying to reconcile the pleasures of consumption with environmental and human responsibilities. The “triple bottom line” approach, which ostensibly promotes best business practice for people, profits and the planet, was folded into Starbucks’s marketing. The company heavily promoted its range of civic engagement, such as donations to nurses’ associations, literacy programs, clean water programs, and fair dealings with its coffee growers in developing societies (Simon). This bode well for its target market. As Constance M. Ruch has argued, Starbucks sought the burgeoning and lucrative “bobo” class, a term Ruch borrows from David Brooks. A portmanteau of “bourgeois bohemians,” “bobo” describes the educated elite that seeks the ambience and experience of a counter-cultural aesthetic, but without the political commitment. Until the last few years, it seemed Starbucks had successfully grafted this cultural zeitgeist onto its “third place.” Ironically, the scale and scope of the brand’s success has meant that Starbucks’s claim to an ethical agenda draws frequent and often fierce attack. As a global behemoth, Starbucks evolved into an iconic symbol of advanced consumer culture. For those critical of how such brands overwhelm smaller, more local competition, the brand is now synonymous for insidious, unstoppable retail spread. This in turn renders Starbucks vulnerable to protests that, despite its gestures towards sustainability (human and environmental), and by virtue of its size, ubiquity and ultimately conservative philosophy, it has lost whatever cachet or charm it supposedly once had. As Bryant Simon argues, in co-opting the language of ethical practice within an ultimately corporatist context, Starbucks only ever appealed to a modest form of altruism; not just in terms of the funds committed to worthy causes, but also to move thorny issues to “the most non-contentious middle-ground,” lest conservative customers felt alienated (Simon 162). Yet, having flagged itself as an ethical brand, Starbucks became an even bigger target for anti-corporatist sentiment, and the charge that, as a multinational giant, it remained complicit in (and one of the biggest benefactors of) a starkly inequitable and asymmetric global trade. It remains a major presence in the world coffee market, and arguably the most famous of the coffee chains. Over the last decade though, the speed and intensity with which Nespresso has grown, coupled with its atypical approach to consumer engagement, suggests that, in terms of brand equity, it now offers a more compelling point of difference than Starbucks. Brand “Me” Insofar as the Nespresso system depends on a consumer market versed in the intricacies of quality coffee, Starbucks can be at least partly credited for nurturing a more refined palate amongst everyday coffee drinkers. Yet while Starbucks courted the “average” consumer in its quest for market control, saturating the suburban landscape with thousands of virtually indistinguishable stores, Nespresso marks a very different sensibility. Put simply, Nespresso inverts the logic of a coffee house as a “third place,” and patrons are drawn not to socialise and relax but to pursue their own highly individualised interests. The difference with Starbucks could not be starker. One visitor to the Bloomingdale boutique (in New York’s fashionable Soho district) described it as having “the feel of Switzerland rather than Seattle. Instead of velvet sofas and comfy music, it has hard surfaces, bright colours and European hostesses” (Gapper 9). By creating a system that narrows the gap between production and consumption, to the point where Nespresso boutiques advertise the coffee brand but do not promote on-site coffee drinking, the boutiques are blithely indifferent to the historical, romanticised image of the coffee house as a meeting place. The result is a coffee experience that exploits the sophistication and vanity of aspirational consumers, but ignores the socialising scaffold by which coffee houses historically and perhaps naively made some claim to community building. If anything, Nespresso restricts patrons’ contemplative field: they consider only their relationships to the brand. In turn, Nespresso offers the ultimate expression of contemporary consumer capitalism, a hyper-individual experience for a hyper-modern age. By developing a global brand that is both luxurious and niche, Nespresso became “the Louis Vuitton of coffee” (Betts 14). Where Starbucks pursued retail ubiquity, Nespresso targets affluent, upmarket cities. As chief executive Richard Giradot put it, with no hint of embarrassment or apology: “If you take China, for example, we are not speaking about China, we are speaking about Shanghai, Hong Kong, Beijing because you will not sell our concept in the middle of nowhere in China” (quoted in Canning 28). For this reason, while Europe accounts for 90 per cent of Nespresso sales (Betts 15), its forays into the Americas, Asia and Australasia invariably spotlights cities that are already iconic or emerging economic hubs. The first boutique in Latin America, for instance, was opened in Jardins, a wealthy suburb in Sao Paulo, Brazil. In Nespresso, Nestlé has popularised a coffee experience neatly suited to contemporary consumer trends: Club members inhabit a branded world as hermetically sealed as the aluminium pods they purchase and consume. Besides the Club’s phone, fax and online distribution channels, pods can only be bought at the boutiques, which minimise even the potential for serendipitous mingling. The baristas are there primarily for product demonstrations, whilst highly trained staff recite the machines’ strengths (be they in design or utility), or information about the actual coffees. For Club members, the boutique service is merely the human extension of Nespresso’s online presence, whereby product information becomes increasingly tailored to increasingly individualised tastes. In the boutique, this emphasis on the individual is sold in terms of elegance, expedience and privilege. Nespresso boasts that over 70 per cent of its workforce is “customer facing,” sharing their passion and knowledge with Club members. Having already received and processed the product information (through the website, boutique staff, and promotional brochures), Club members need not do anything more than purchase their pods. In some of the more recently opened boutiques, such as in Paris-Madeleine, there is even an Exclusive Room where only Club members may enter—curious tourists (or potential members) are kept out. Club members though can select their preferred Grands Crus and checkout automatically, thanks to RFID (radio frequency identification) technology inserted in the capsule sleeves. So, where Starbucks exudes an inclusive, hearth-like hospitality, the Nespresso Club appears more like a pampered clique, albeit a growing one. As described in the Financial Times, “combine the reception desk of a designer hotel with an expensive fashion display and you get some idea what a Nespresso ‘coffee boutique’ is like” (Wiggins and Simonian 10). Conclusion Instead of sociability, Nespresso puts a premium on exclusivity and the knowledge gained through that exclusive experience. The more Club members know about the coffee, the faster and more individualised (and “therefore” better) the transaction they have with the Nespresso brand. This in turn confirms Zygmunt Bauman’s contention that, in a consumer society, being free to choose requires competence: “Freedom to choose does not mean that all choices are right—there are good and bad choices, better and worse choices. The kind of choice eventually made is the evidence of competence or its lack” (Bauman 43-44). Consumption here becomes an endless process of self-fashioning through commodities; a process Eva Illouz considers “all the more strenuous when the market recruits the consumer through the sysiphian exercise of his/her freedom to choose who he/she is” (Illouz 392). In a status-based setting, the more finely graded the differences between commodities (various places of origin, blends, intensities, and so on), the harder the consumer works to stay ahead—which means to be sufficiently informed. Consumers are locked in a game of constant reassurance, to show upward mobility to both themselves and society. For all that, and like Starbucks, Nespresso shows some signs of corporate social responsibility. In 2009, the company announced its “Ecolaboration” initiative, a series of eco-friendly targets for 2013. By then, Nespresso aims to: source 80 per cent of its coffee through Sustainable Quality Programs and Rainforest Alliance Certified farms; triple its capacity to recycle used capsules to 75 per cent; and reduce the overall carbon footprint required to produce each cup of Nespresso by 20 per cent (Nespresso). This information is conveyed through the brand’s website, press releases and brochures. However, since such endeavours are now de rigueur for many brands, it does not register as particularly innovative, progressive or challenging: it is an unexceptional (even expected) part of contemporary mainstream marketing. Indeed, the use of actor George Clooney as Nespresso’s brand ambassador since 2005 shows shrewd appraisal of consumers’ political and cultural sensibilities. As a celebrity who splits his time between Hollywood and Lake Como in Italy, Clooney embodies the glamorous, cosmopolitan lifestyle that Nespresso signifies. However, as an actor famous for backing political and humanitarian causes (having raised awareness for crises in Darfur and Haiti, and backing calls for the legalisation of same-sex marriage), Clooney’s meanings extend beyond cinema: as a celebrity, he is multi-coded. Through its association with Clooney, and his fusion of star power and worldly sophistication, the brand is imbued with semantic latitude. Still, in the television commercials in which Clooney appears for Nespresso, his role as the Hollywood heartthrob invariably overshadows that of the political campaigner. These commercials actually pivot on Clooney’s romantic appeal, an appeal which is ironically upstaged in the commercials by something even more seductive: Nespresso coffee. References Bauman, Zygmunt. “Collateral Casualties of Consumerism.” Journal of Consumer Culture 7.1 (2007): 25–56. Betts, Paul. “Nestlé Refines its Arsenal in the Luxury Coffee War.” Financial Times 28 Apr. (2010): 14. Bourdieu, Pierre. 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Orientador: Lucia Nagib<br>Dissertação (mestrado) - Universidade Estadual de Campinas, Insituto de Artes<br>Made available in DSpace on 2018-08-04T00:44:03Z (GMT). No. of bitstreams: 1 Kieling_CesarEduardo_M.pdf: 10231703 bytes, checksum: a3f1a19d38485a69c1f1892428fb0633 (MD5) Previous issue date: 2003<br>Resumo: Dirigido por Walter Salles e Daniela Thomas, Terra Estrangeira (1995) mostra, a partir de trajetórias individuais, conseqüências do Plano Collor (Plano Brasil Novo, em março de 1990) e o problema da migração contemporânea. Apresenta-se como um filme de um país e de uma geração em crise, com seus realizadores reivindicando uma proposta cinematográfica próxima ao documentário, capaz de refletir de maneira crítica a história recente. Combinada a esta intenção realista, há a composição de representações alegóricas da identidade nacional e da formação social brasileira que transcendem o contexto de crise conjuntural imediata. No filme a representação dos intelectuais e artistas passa por uma decepção diante da ausência de perspectivas transformadoras e de uma crise em relação à identidade nacional brasileira. Os projetos de transformação social persistem em sutis evocações nostálgicas, em contraste com a incerteza em relação ao futuro<br>Abstact: Directed by Walter Salles and Daniela Thomas, Terra Estrangeira (Foreign Land, 1995), show the consequences of the ¿Plano Collor¿ (¿Brasil Novo¿ economic plan in March, 1990) and the problems of contemporary migration. It is the film of a country and a generation in crisis, whose proposal combines fiction with documentary footage in order to convey a critical representation of the recent history. Beyond its realistic intention, there are allegorical representations of the Brazilian national identity and the social questions which reach beyond the immediate economic crisis. In the film the representation of the intellectuals and artists shows the disappointment in with the impossibility of social changes and the crisis of the Brazilian national identity. However, the projects of social transformation persist in subtle nostalgic evocations, in contrast with the uncertainty with a bleak perspective for the future<br>Mestrado<br>Mestre em Multimeios