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Admirável mundo novo e surreal: uma pesquisa de tendências socioculturais no contexto pós-pandémico
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Abstract(s)
Este estudo investigou e mapeou as principais características da macrotendência cultural Surrealista Experimental Escapista, assim como delineou as microtendências por ela englobadas. A revisão de literatura contou com importantes nomes dentro do Estudo de Tendências, o que ajudou a identificar as principais estratégias e metodologias para o estudo de tendências. Essa fase foi seguida por um processo de coolhunting que se empenhou em recolher e analisar artefatos produzidos dentro das diversas áreas do design. A partir desses elementos estudados, foi possível compreender o cenário contemporâneo pós-pandêmico impulsionado pelo Cisne Negro da Pandemia de Covid-19, o que estimulou uma série de mudanças nas mentalidades, com forte impacto a nível comportamental e psicológico. Notou-se que ela surge a partir do caos, da incerteza e do medo trazidos pela Pandemia, gerando busca por escape da realidade e experimentação de novos mundos e cenários que invoquem o inconsciente, a liberdade, a expressão e a busca pela ruptura das normas socioculturais de uma realidade vigente e esmagadora.
Este estudo está alinhado com a metodologia proposta por uma série de autores, em especial com o artigo de Gomes, Cohen, Cantú e Lopes (2021), que articula os trabalhos e metodologias de diversos autores da área como Henrik Vejlgaard (2008), Raymond (2010) e Powers (2019). A pesquisa foi dividida em quatro principais fases: (1) Contexto: análise cultural e coleta de dados, contando com desk research, coolhunting e clusterização dos elementos coletados; (2) Sistematização da Informação; (3) Arquitetura da Tendência e (4) Confirmação e Discussão do ADN por meio da validação de especialistas da área (método Delphi) e, por fim, o Texto da Tendência.
Os resultados indicam que o período de isolamento da Pandemia Covid-19 que impulsionou a presença do mundo virtual no dia a dia, ao mesmo tempo que trouxe e despertou novos temores cotidianos. Dentre eles estão a incerteza, impotência, finitude e insegurança, que estimularam a necessidade e busca por escape e fuga em realidades e experiências paralelas. Por outro lado, o período também impulsionou discussões sobre saúde mental. Assim, a procura por refúgio, experiências que proponham disrupção, imersão e inovação passam a ter maior demanda e interesse. A combinação entre fuga e a psique fez emergir novas mentalidades, que borraram as barreiras do real e clamam por outros mundos e experiências, com especial apelo àqueles que instiguem a mente e os sentidos. A combinação entre as experiências potencializadas pela tecnologia e a exaltação da psique humana permite criar e experimentar novos mundos, ora extraordinários, ora assustadores, mas quase sempre surreais.
Como conclusão, esta pesquisa indica que o Surrealismo Experimental Escapista é uma macrotendência de caráter psíquico e mental. Presente na atualidade, já vem cruzando uma série de indústrias. Dada sua conexão com a psique humana, além da característica criatividade e disrupção, possui uma infinidade de mundos a explorar que possibilitam forte conexão com o consumidor através da provocação de sentimentos e sensações, dado seu caráter psicológico. Além disso, a tendência aqui estudada permite compreender a importância e o impacto das mídias sociais como fonte de estímulo e provocação de novas ideias, convidando à experimentação de novos mundos, evidenciando uma sociedade hiperestimulada, mas também mais plural e flexível.
This study investigated and mapped the main characteristics of the Surrealist Experimental Escapist cultural macrotrend, as well as outlined the microtrends encompassed by it. The literature review included significant figures within Trend Studies, which helped identify the main strategies and methodologies for trend analysis. This phase was followed by a coolhunting process that aimed to collect and analyze artifacts produced within various design areas. From these studied elements, it was possible to understand the contemporary post-pandemic scenario driven by the Black Swan of the Covid-19 Pandemic, which stimulated a series of changes in mindsets, with a strong impact at the behavioral and psychological levels. It was noted that it arises from the chaos, uncertainty, and fear brought by the Pandemic, generating a search for escape from reality and experimentation with new worlds and scenarios that invoke the unconscious, freedom, expression, and the pursuit of breaking sociocultural norms of a prevailing and overwhelming reality. This study is aligned with the methodology proposed by a series of authors, especially with the article by Gomes, Cohen, Cantú, and Lopes (2021), which articulates the works and methodologies of various authors in the field such as Henrik Vejlgaard (2008), Raymond (2010), and Powers (2019). The research was divided into four main phases: (1) Context: cultural analysis and data collection, including desk research, coolhunting, and clustering of collected elements; (2) Information Systematization; (3) Trend Architecture; and (4) Confirmation and Discussion of the DNA through validation by experts in the field (Delphi method), and finally, the Trend Text. The results indicate that the isolation period of the Covid-19 Pandemic propelled the presence of the virtual world into daily life, while also bringing forth and awakening new daily fears. Among them are uncertainty, powerlessness, finiteness, and insecurity, which stimulated the need and search for escape and flight into parallel realities and experiences. On the other hand, the period also propelled discussions about mental health. Thus, the search for refuge, experiences that propose disruption, immersion, and innovation becomes more demanded and interesting. The combination of escape and the psyche has brought forth new mindsets that blur the barriers of the real and call for other worlds and experiences, with a special appeal to those that stimulate the mind and the senses. The combination of experiences enhanced by technology and the exaltation of the human psyche allows for the creation and exploration of new worlds, sometimes extraordinary, sometimes frightening, but almost always surreal. In conclusion, this research indicates that Surrealist Experimental Escapism is a macrotrend of psychic and mental nature. Present in the current times, it has already been crossing various industries. Given its connection with the human psyche, in addition to its characteristic creativity and disruption, it has a multitude of worlds to explore that enable a strong connection with the consumer through the provocation of feelings and sensations, given its psychological nature. Furthermore, the trend studied here allows us to understand the importance and impact of social media as a source of stimulation and provocation of new ideas, inviting the experimentation of new worlds, highlighting a hyperstimulated society, but also a more plural and flexible one.
This study investigated and mapped the main characteristics of the Surrealist Experimental Escapist cultural macrotrend, as well as outlined the microtrends encompassed by it. The literature review included significant figures within Trend Studies, which helped identify the main strategies and methodologies for trend analysis. This phase was followed by a coolhunting process that aimed to collect and analyze artifacts produced within various design areas. From these studied elements, it was possible to understand the contemporary post-pandemic scenario driven by the Black Swan of the Covid-19 Pandemic, which stimulated a series of changes in mindsets, with a strong impact at the behavioral and psychological levels. It was noted that it arises from the chaos, uncertainty, and fear brought by the Pandemic, generating a search for escape from reality and experimentation with new worlds and scenarios that invoke the unconscious, freedom, expression, and the pursuit of breaking sociocultural norms of a prevailing and overwhelming reality. This study is aligned with the methodology proposed by a series of authors, especially with the article by Gomes, Cohen, Cantú, and Lopes (2021), which articulates the works and methodologies of various authors in the field such as Henrik Vejlgaard (2008), Raymond (2010), and Powers (2019). The research was divided into four main phases: (1) Context: cultural analysis and data collection, including desk research, coolhunting, and clustering of collected elements; (2) Information Systematization; (3) Trend Architecture; and (4) Confirmation and Discussion of the DNA through validation by experts in the field (Delphi method), and finally, the Trend Text. The results indicate that the isolation period of the Covid-19 Pandemic propelled the presence of the virtual world into daily life, while also bringing forth and awakening new daily fears. Among them are uncertainty, powerlessness, finiteness, and insecurity, which stimulated the need and search for escape and flight into parallel realities and experiences. On the other hand, the period also propelled discussions about mental health. Thus, the search for refuge, experiences that propose disruption, immersion, and innovation becomes more demanded and interesting. The combination of escape and the psyche has brought forth new mindsets that blur the barriers of the real and call for other worlds and experiences, with a special appeal to those that stimulate the mind and the senses. The combination of experiences enhanced by technology and the exaltation of the human psyche allows for the creation and exploration of new worlds, sometimes extraordinary, sometimes frightening, but almost always surreal. In conclusion, this research indicates that Surrealist Experimental Escapism is a macrotrend of psychic and mental nature. Present in the current times, it has already been crossing various industries. Given its connection with the human psyche, in addition to its characteristic creativity and disruption, it has a multitude of worlds to explore that enable a strong connection with the consumer through the provocation of feelings and sensations, given its psychological nature. Furthermore, the trend studied here allows us to understand the importance and impact of social media as a source of stimulation and provocation of new ideas, inviting the experimentation of new worlds, highlighting a hyperstimulated society, but also a more plural and flexible one.
Description
Keywords
Estudo de tendências Microtendências Tendências culturais Design Surrealismo experimental