Education by the Escola Nacional Florestan Fernandes as Transmodernization from Capitalist Consumerism
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Marcus Wilcox Hemais
Ronan Torres Quintão
Denise Franca Barros
Abstract
Objective: to analyze the critical debates raised by the Escola Nacional Florestan Fernandes (ENFF) in one of its courses, in order to highlight how this education fosters self-defense initiatives that marketing should acknowledge in consumerist discussions. Theoretical approach: the decolonial concept of transmodernity and Paulo Freire’s pedagogy of the oppressed are used to base our analysis. Methods: with a decolonial perspective as our guiding epistemology, we collected data from an online course offered by ENFF. Initially, the authors viewed all videos individually, and subsequently, discussed the pre-analyses. The second round of analysis included coding the data, so we could reach categories of analysis. Results: an approach aligned with the pedagogy of the oppressed is adopted by ENFF’s, since it: raises awareness of its students about the hegemonic structure that oppresses them; criticizes the illusion this oppressive structure creates about benefiting all, emphasizing that a rupture is only possible if the oppressed are behind it; and proposes a path beyond this oppressive structure, specifically through agroecology. The education by ENFF can thus be interpreted as a transmodernization from capitalist consumerism, given it foments, from subalternized settings, self-defense awareness among its students, who come from oppressed contexts. Conclusions: consumerism has been scantly questioned in marketing. However, its activism has been hardly able to deal with the racism, sexism, and coloniality associated to this concept. By presenting a form of educational perspective that resides outside of capitalist principles, a new self-defense model can be considered in the search to protect individuals from market forces.
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Hemais, M. W., Quintão, R. T., & Barros, D. F. (2024). Education by the Escola Nacional Florestan Fernandes as Transmodernization from Capitalist Consumerism. Journal of Contemporary Administration, 28(2), e230270. https://doi.org/10.1590/1982-7849rac2024230270.en
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Hemais, M. (2019). Eurocentric influence on the Brazilian consumer defense code. Journal of Historical Research in Marketing, 11(2), 203-226. https://doi.org/10.1108/JHRM-12-2017-0073
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Kotler, P. (2020). Where does consumerism stand today? Journal of Creating Value, 6(2), 144-148. https://doi.org/10.1177/2394964320962868
Larsen, G., & Lawson, R. (2013). Consumer rights: A cooptation of the contemporary consumer movement. Journal of Historical Research in Marketing, 5(1), 97-114. https://doi.org/10.1108/17557501311293370
Law No. 8,708, from September 11, 1990. (1990). Dispõe sobre a proteção do consumidor e dá outras providências. https:// www.planalto.gov.br/ccivil_03/leis/l8078compilado.htm
Lima, W. (2022). ENFF e Coletivo de Formação do MST realizam ciclo de estudos virtuais em comemoração aos 102 anos de Florestan Fernandes. https://mst.org.br/2022/07/06/enffe-coletivo-de-formacao-do-mst-realizam-ciclo-de-estudosvirtuais-em-comemoracao-aos-102-anos-de-florestanfernandes/
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Associação dos Amigos da Escola Nacional Florestan Fernandes. (2023a). ENFF na Academia. https://www.amigosenff.org.br/enff-na-academia/
Associação dos Amigos da Escola Nacional Florestan Fernandes. (2023b). Formação. https://www.amigosenff.org.br/formacao/.
Associação dos Amigos da Escola Nacional Florestan Fernandes. (2024a). Uma escola em construção. https://www.amigosenff.org.br/uma-escola-em-construcao/
Associação dos Amigos da Escola Nacional Florestan Fernandes. (2024b). A Associação. https://www.amigosenff.org.br/a-associacao/.
Adkins, N., & Ozanne, J. (2005). The low literate consumer. Journal of Consumer Research, 32(1), 93-105. https://doi.org/10.1086/429603
Alcadipani, R., & Medeiros, C. (2020). When corporations cause harm: A critical view of corporate social irresponsibility and corporate crimes. Journal of Business Ethics, 167, 285- 297. https://doi.org/10.1007/s10551-019-04157-0
Brown, E., & McCowan, T. (2018). Forum - Buen vivir: Reimagining education and shifting paradigms. Compare: A Journal of Comparative and International Education, 48(2), 317-323. https://doi.org/10.1080/03057925.2018.1427342
Buskirk, R., & Rothe, J. (1970). Consumerism – an interpretation. Journal of Marketing, 34(4), 61-65. https://doi.org/10.2307/1250713
Carreiro, J. (2017). Our economic way out. Black-American Consumers’ co-operation in the first half of the twentieth century. In L. Hyman, & Tohill, J. (Eds.), Shopping for change: Consumer activism and the possibilities of purchasing power (pp. 97-108). Cornell University.
Caselas, J. M. (2009). A utopia possível de Enrique Dussel: A arquitetônica da ética da libertação. Cadernos de Ética e Filosofia Política, 15(2), 63-84. https://www.revistas.usp.br/cefp/article/view/82608
Castro-Goméz, S. (2021). Zero-point hubris: Science, race and enlightenment in eighteenth century Latin America. Rowan & Littlefield.
Cavalcanti, M. F., & Silva, S. L. (2024). Unveiling systemic oppression in business education: Freire’s contribution to our quest for social change. Management Learning, 55(1), 141-164. https://doi.org/10.1177/13505076231220121
Dallyn, S., Checchi, M., Prado, P., & Munro, I. (2024). Conscientisation and communities of compost: Rethinking management pedagogy in an age of climate crises. Management Learning, 55(1), 104-123. https://doi.org/10.1177/13505076231198488.
Davidson, S. (2015). The nature of empowerment in a consumer education program initiated by a supermarket chain. Journal of Consumer Culture, 15(2), 202-220. https://doi.org/10.1177/1469540513498610
Day, G., & Aaker, D. (1970). A guide to consumerism. Journal of Marketing, 34(3), 12-19. https://doi.org/10.2307/1249814
Dussel, E. (2000). Europe, modernity and eurocentrism. Nepantla: View from South, 1(3), 465-478. https://muse.jhu.edu/article/23901
Dussel, E. (2002). World-systems and “trans”-modernity. Nepantla: Views from the South, 3(2), 221-244. https://muse.jhu.edu/pub/4/article/23955
Dussel, E. (2006). Globalization, organization and the ethics of liberation. Organization, 13(4), 489-508. https://doi.org/10.1177/1350508406065852
Dussel, E. (2012). Transmodernity and interculturality: An interpretation from the perspective of philosophy of liberation. Transmodernity: Journal of Peripheral Cultural Production of the Luso-Hispanic World, 1(3), 28-59. https://doi.org/10.5070/T413012881 Dussel, E. (2013). Ethics of liberation: In the age of globalization and exclusion. Duke University Press. Eckhardt, G., Belk, R., Bradford, T.W., Dobscha, S., Ger, G., & Varman, R. (2022). Decolonizing Marketing. Consumption Markets & Culture, 25(2), 176-186.
Faria, A., & Hemais, M. (2021). Transmodernizing management historiographies of consumerism for the majority. Journal of Business Ethics, 173(3), 447-465. https://doi.org/10.1007/s10551-020-04528-y
Fernandes, R. (2017). Campo Dr. Sócrates Brasileiro: “A festa foi bonita, pá…”. https://mst.org.br/2017/12/28/campo-drsocrates- brasileiro-a-festa-foi-bonita-pa/
Formação em Movimento. (2024a). Cursos. https://formacaoemmovimento.org.br/?page_id=28
Formação em Movimento. (2024b). Sobre. https://formacaoemmovimento.org.br/?page_id=4919
Francis, J., & Robertson, J. (2021). White spaces: How marketing actors (re)produce marketplace inequities for Black consumers. Journal of Marketing Management, 37(1-2), 84- 116. https://doi.org/10.1080/0267257X.2020.1863447
Freire, P. (1987). Pedagogia do oprimido (17th ed.). Paz e Terra.
Freire, P. (2019). Educação como prática de liberdade. Paz e Terra. Freire, P. (2020). Política e educação. Paz e Terra.
Fundação de Proteção e Defesa do Consumidor. (2023). Escola de proteção e defesa do consumidor. https://www.procon.sp.gov.br/epdc/
Gadotti, M. (1996). Paulo Freire – uma bibliografia. Cortez Editora.
Hemais, M. (2018). A post-colonial perspective on consumerist Organizations in Brazil. Cadernos EBAPE.BR, 16(4), 594- 609. https://doi.org/10.1590/1679-395172972
Hemais, M. (2019). Eurocentric influence on the Brazilian consumer defense code. Journal of Historical Research in Marketing, 11(2), 203-226. https://doi.org/10.1108/JHRM-12-2017-0073
Hilton, M. (2009). Prosperity for all: Consumer activism in an era of globalization. Cornell University Press.
hooks, B. (1994). Teaching to transgress: Education as the practice of freedom. Routledge.
Instituto de Defesa de Consumidores. (2023). Direitos básicos do consumidor. https://idec.org.br/curso/direitos-basicos-do-consumidor
Kirylo, J. (2020). Introduction – the enduring legacy of Paulo Freire. In J. Kirylo (Ed.), Reinventing pedagogy of the oppressed: Contemporary critical perspectives. Bloomsbury Academic.
Kotler, P. (1972). What consumerism means for marketers. Harvard Business Review, 50(3), 48-57.
Kotler, P. (2020). Where does consumerism stand today? Journal of Creating Value, 6(2), 144-148. https://doi.org/10.1177/2394964320962868
Larsen, G., & Lawson, R. (2013). Consumer rights: A cooptation of the contemporary consumer movement. Journal of Historical Research in Marketing, 5(1), 97-114. https://doi.org/10.1108/17557501311293370
Law No. 8,708, from September 11, 1990. (1990). Dispõe sobre a proteção do consumidor e dá outras providências. https:// www.planalto.gov.br/ccivil_03/leis/l8078compilado.htm
Lima, W. (2022). ENFF e Coletivo de Formação do MST realizam ciclo de estudos virtuais em comemoração aos 102 anos de Florestan Fernandes. https://mst.org.br/2022/07/06/enffe-coletivo-de-formacao-do-mst-realizam-ciclo-de-estudosvirtuais-em-comemoracao-aos-102-anos-de-florestanfernandes/
Lima, Y. (2012). Escola Nacional Florestan Fernandes visa a socialização do conhecimento. https://mst.org. br/2012/07/23/escola-nacional-florestan-fernandes-visaa-socializacao-do-conhecimento/
Maldonado-Torres, N. (2011). Enrique Dussel’s liberation thought in the decolonial turn. Transmodernity: Journal of Peripheral Cultural Production of the Luso-Hispanic World, 1(1), 1-30. https://doi.org/10.5070/T411000003
Mann, J. & Thornton, P. (1978). Consumerism in perspective. European Journal of Marketing, 12(4), 253-263. https://doi.org/10.1108/EUM0000000004986
McGregor, S. (2005). Sustainable consumer empowerment through critical consumer education: A typology of consumer education approaches. International Journal of Consumer Studies, 29(5), 437-447. https://doi.org/10.1111/j.1470-6431.2005.00467.x
McGregor, S. (2015). Framing consumer education conceptual innovations as consumer activism. International Journal of Consumer Studies, 40(1), 35-47. https://doi.org/10.1111/ijcs.12208
Mello, M. (2022). Escola Nacional Florestan Fernandes do MST completa 17 anos: Conheça história. https://www.brasildefato.com.br/2022/01/23/escola-nacionalflorestan-fernandes-do-mst-completa-17-anos-conhecahistoria
Mignolo, W. (2011). The darker side of western modernity: Global futures, decolonial options. Duke University Press.
Mills, F. (2018). Enrique Dussel’s ethics of liberation: An introduction. Palgrave Macmillan.
Moura, C. (2020). Quilombos – resistência ao escravismo (2.ed.). Expressão Popular.
Mota, M. E. (2015). Movimento dos Trabalhadores Rurais Sem Terra - MST e Escola Nacional Florestan Fernandes - ENFF: A construção da educação do campo no Brasil [Masters Dissertation]. Federal University of Uberlândia.
Movimento dos Trabalhadores Rurais sem Teto. (2023). Educação MST. https://mst.org.br/educacao/
Nath, G. (2015). Reproducing or contesting the global? Belgian organized consumerism and its international entanglement (1957-1995). International Review of Social History, 60(3), 413-448. https://doi.org/10.1017/S0020859015000498
Paixão, M. (2017). Escola Nacional Florestan Fernandes completa 12 anos. https://www.brasildefato.com.br/2017/01/23/escola-nacional-florestan-fernandes-completa-12-anos
Rodrigues, L., Hemais, M., & Costa, A. (2022). The 40 years of discourse on racism in the Brazilian advertising selfregulation system. Journal of Consumer Marketing, 40(5), 571-584. https://doi.org/10.1108/JCM-03-2021-4558
Shoukry, H., & Fatien, P. (2024). That’s political! A Freirean perspective towards coaching as a social practice. Management Learning, 55(1), 17-40. https://doi.org/10.1177/13505076231189
Silva, R., Barros, D., Gouveia, T. M., & Merabet, D. (2021). A necessary discussion on consumer vulnerability: Advances, gaps, and new perspectives. Cadernos EBAPE.BR, 19(1), 83-95. http://doi.org/10.1590/1679-395120200026x
Sudré, L. (2020). Conheça a Escola Nacional Florestan Fernandes, há 15 anos formando militantes. https://www.brasildefato.com.br/2020/01/23/conheca-a-escola-nacional-florestanfernandes- ha-15-anos-formando-militantes
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