A espetacularização e mercantilização da formatura universitária: uma análise geográfica sobre a realidade Juiz-forana

Abstract

After the years 2000 the Brazil lived a period of great expansion in higher education. We note that this fact considerably changed the profile of the university student and has added a significant number of people in higher education, arousing interest in marketing in various industries. The parties and events segment is interested in this audience, incorporating in their products elements of the University culture. Through the work of organizer companies of graduation background, this rite of passage is now marketed generating income, creating new consumer demands and consequently new business. Creates a fetish around graduation, unleashing the your process of commodification, becoming a commodity, sold as any product. The goal of our research is to analyze the process of commodification and spectacularization regarding University culture, having as a central element the graduation. We highlight the graduation as a ritual present in academic life and as such, certain spatialities and temporalities, which gives geograficidade. Take the space city clipping of Juiz de Fora, located in the southeast of Minas Gerais, in the Zona da Mata. The choice came about because of our experience in town and the relevance of the municipality for the region.