TERRITORIALIZATION OF EVERYDAY LIFE BASED ON GOVERNMENT INTERVENTIONS: THE CASE OF THIRD AGE GYMS (ATIS)

Authors

  • Fernanda Guarnieri Universidade Estadual de Maringá
  • Priscilla Borgonhoni Chagas Universidade Estadual de Maringá
  • Francisco Giovanni David Vieira Universidade Estadual de Maringá

DOI:

https://doi.org/10.14210/alcance.v25n1(Jan/Abr).p061-078

Keywords:

Territorialization. Everyday life. Third Age Gym.

Abstract

Through a theoretical articulation of the advances on space and territories in the field of Organizational Studies with the approach to everyday life, this article seeks to understand how territorialization occurs in the everyday lives of the residents of a particular neighborhood, based on the production of the urban space by means of government interventions, with the implementation of Third Age Gyms (ATIs). ATIs emerged as a strategy to promote health and quality of life, influenced by a context of demographic transition. The study uses qualitative and descriptive perspectives. The methodological procedures involved document research and fieldwork with interviews with elderly people who attend an ATI weekly in one of the neighborhoods of Maringá, the Brazilian city where the first national ATI was launched. The data collected were analyzed through content analysis. It was found that the space, previously abandoned and unused by the residents of the neighborhood, is now guided by the everyday territorialities of the users, who built it by movements of appropriation and use. It is also highlighted that the government intervention was carried without negative impacts on the population, as they have appropriated the discourses that raised awareness of the benefits of the ATI.

Author Biographies

Fernanda Guarnieri, Universidade Estadual de Maringá

Mestranda do Programa de Pós-Graduação em Administração da Universidade Estadual de Maringá, na linha de pesquisa Marketing e Cadeias Produtivas. Membro do GIPEM (Grupo Interdisciplinar de Pesquisas e Estudos em Marketing - UEM/CNPq).

Priscilla Borgonhoni Chagas, Universidade Estadual de Maringá

Professora Adjunta do Departamento de Administração da Universidade Estadual de Maringá. Doutora em Administração, na área de concentração Estudos Organizacionais. Atualmente seus trabalhos de pesquisa envolvem os estudos organizacionais em temas como desenvolvimento, territórios e territorialidades e processos alternativos de organização. Em termos metodológicos, suas pesquisas são desenvolvidas predominantemente por meio de perspectivas qualitativas de análise.

Francisco Giovanni David Vieira, Universidade Estadual de Maringá

Professor associado do Departamento de Administração e do Programa de Pós-Graduação em Administração da Universidade Estadual de Maringá. Doutor em Ciências Sociais pela Pontifícia Universidade Católica de São Paulo. Realizou estágio pós-doutoral em Administração de Empresas na Escola de Administração de Empresas de São Paulo, Fundação Getúlio Vargas, São Paulo. Coordenador do GIPEM (Grupo Interdisciplinar de Pesquisas e Estudos em Marketing - UEM/CNPq), membro do Grupo de Estudos em Marketing, Estratégias de Mercado e Marca (FURB/CNPq) e colaborador do Grupo de Estudos em Estratégia e Marketing (FGV-Rio/CNPq). Atua na área de Administração, com ênfase em Marketing, e tem interesse nos seguintes assuntos: práticas de marketing, construção de mercados, cultura de consumo, comportamento do consumidor, marketing social corporativo e produção acadêmica em marketing no Brasil.

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Published

2018-11-19

Issue

Vol. 25 No. 1(Jan/Abr) (2018)

Section

Article

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