MODERNITY AND TRADITION SCULPTED IN THE SLOPE: A REFLECTION OF THE ASSOCIATION PANELEIRAS DE GOIABEIRAS
Name: GIOVANA GAVA CAMILETTI
Publication date: 11/05/2007
Summary: Cultural matters are very much discussed, especially in this time of globalization, because of the search of the diversity needed to shape identities. Therefore, this work is dedicated to comprehending the existence of a recurrent speech amongst the Paneleiras de Goiabeiras, which brings tradition as the back drop of its construction, and comprehending how that speech survives in the logic of the modern market and also the new meanings it acquires in modernity. For doing so, we searched the understanding of social and cultural aspects involved in the production of the panela de barro capixaba (clay pot), the variables which interfered in the making and growing of the entity Associação de Paneleiras de Goiabeiras, the internal relationship between the social agents of this entity, the logics of the modern market and finally we searched the understanding of the interface or the relation between tradition and modernity. The method used in this research was data collection and the qualitative method. This was done by observation and interviews in depth. The observation occurred in the warehouse the Paneleiras de Goiabeiras work, during two months, and was complemented by interviews in depth with members of the Associação de Paneleiras de Goiabeiras. The data was then analytically categorized. It was divided into three categories: tradition and its characteristics, modernity and its elements, and the speech and it´s survival. The theoric basis used regarded mostly the comprehension of the interface between modernity and tradition in the works of Anthony Giddens and also and analysis of globalization and the new elements of modern market, such as consumption. The results suggest that, even though traditions stand their ground and get reinvented as a way of perpetuating themselves in modernity, or even become mechanisms in the elaboration of values, it is still necessary to understand the logic of capitalism, for it´s what gives the tonic of development, whichever kind of development it may be: political, economical, cultural or social.
