Algo dita o ritmo! O Airbnb e as representações coletivas: quando o vínculo social é marcado pelo desempenho.

Abstract

Technology is directly related to consumption and the formation of collective values. This study seeks to revisit a classic concept of sociology - collective representations (DURKHEIM, 2002) - relating it to contemporary scenarios in order to understand the influence of online organizations in the construction of collective perceptions. It is from the following question that this project develops: in what way online organizations, such as Airbnb, can influence the construction of collective representations about the services they offer? The study was conducted comparing 160 online comments from Airbnb users from the cities of Porto Alegre (Brazil) and Coimbra (Portugal). This research was developed from theoretical-methodological stages in which we approach about the services of lodging and its representations from a comparison in historical terms; we present the Airbnb application and how we articulate the method - Content Analysis -, the procedures used, the central categories (proximity and security) and subcategories resulting from the observation. The deepening of the debate is based on the perspective of the adaptation of the capitalist system (BOLTANSKI; CHIAPELLO, 2009), the Enrichment Economy (BOLTANSKI; ESQUERRE, 2017), the influence of algorithmic matching (STEINER, 2017) and how these elements, together, can help us to understand the articulation of mental states of the collectivities in the contemporary scenario.