“‘Hipsterization’ in central São Paulo: consumption, work and city-making (2019)” by Mauricio Fernandes de Alcântara | PhD Thesis
Abstract: “This work is about the recent establishment of a “hipster scene” in Vila Buarque neighborhood, in the central area of São Paulo. This phenomenon, which I call “hipsterization”, is characterized by a recent attraction (for residential, leisure and consumption uses) of young urban adults from upper middle stratum, generically classified as hipsters. The term refers to people related to professional activities generally seen as “creative” (such as communication, technology, innovation and arts), mostly politically progressive, and that find on the central area of the city the infrastructure, the sociocultural diversity and the leisure and sociability networks that are important for the full accomplishment of their lifestyles – and that couldn’t be found on other neighborhoods. The starting point of the research are several new businesses (such as restaurants, bars, bookshops, coffee shops, and decoration, fashion and design stores) which have been opened recently on the neighborhood and are targeted to (and run by) people potentially classifiable as hipsters, and that offer products and ambiances that promise the high level of sophistication required by these customers, who search for distinction by avoiding mass consumption. Through an extensive literature review and participant observation, it is presented the neighborhood’s history, as well as the recent events that have been promoting a resignification of the central area for this public, and the recurring accusations that “hipsterization” is related to urban segregation and gentrification processes. Also, here are discussed the several underlying meanings for the word “hipster” – which, at the same time as they are seen as cosmopolitan moderators with high sensibility to global tendencies of lifestyle and consumption, they are also accused of being elitists and gentrifiers. Lastly, it is also presented an argument about the relations between hipsters, these new businesses, and the connections between their owners and the job market.”
This PhD thesis, written by Mauricio Fernandes de Alcântara and supervised by Prof. Dr. Heitor Frúgoli Junior, was defended in 2019 as part of the PhD program in Social Anthropology at the University of São Paulo. A copy of the thesis is available in Portuguese at USP Repository.
Photo: Bruno Pego (CC-BY 3.0)
ANO
2019
AUTORES
Mauricio Fernandes de Alcântara
EDITORES
Dr. Heitor Frúgoli Junior
