Padronização e certificação da cachaça de alambique mineira: um estudo sob a perspectiva da análise de discurso crítica

Abstract

This thesis deals with the discourse of the certification and standardization of the alembic cachaça. Our research was dedicated to an in-depth study of this beverage, specifically in relation to the concept of certification, understood as key to the construction of a new image of the national distillate in order to serve the diverse consumer markets. This concept is linked to quality and, although current in several organizational contexts of the consumer society, should be better investigated and apprehended by the perspective of the different actors involved in a given historical and social context. We sought to understand how the cachaça 'agents' assimilated and incorporated the certification discourses into movements for the legitimacy and visibility of the drink in a given historical period, and also how some governmental and private bodies were important in helping the transition from the pejorative image of cachaça to an image symbol of Brazil, desirable by the consumer society. We also seek to unveil and discuss the ideological, political, and discursive strategies employed in legitimizing the discourse of certification and its effects on society. In order to achieve our purposes, we articulate Organizational Studies, specifically Practice Studies, with Critical Discursive Studies. Through our analysis, we identify and reflect on the processes of production, distribution, and consumption of certification discourses. We understand that this study contributes to fill the theoretical and methodological gap in the field of Organizational Studies in order to provide greater understanding and reflection regarding the process of standardization and certification of consumer products in contemporary society.