Comida não se colhe, se clica: um estudo da rede de comercialização virtual Bem da Terra da cidade de Pelotas/RS.

Abstract

The present work intends to study the Virtual Market Bem da Terra based on what it presents on its website, the Cirandas.net platform. Thus, it aims to understand how the Virtual Market Bem da Terra is structured in an on-screen environment and what are and how the existing rationalities on it behaves - between the period of April to June of the year 2020. It is used the concept of rationalities proposed by Zelizer, that applies that the economic transactions suffer interference caused by beliefs, values, calculations and affections, acting directly in the agents decision making. For the methodology it is used the qualitative research protocol. It is possible to be observed that this work justifies himself for bringing a new marketing structure for study, the public farmers market, in which the act of buying groceries differs from the traditional method, starting from the following premise: ―You do not harvest your food, you click on it‖. Therefore, when observing the multiple aspects presented in our research on the Bem da Terra website, we perceive that it not only presents a new form of a farmers market, but a new market presentation which follows the changes in society and modulates itself. With the creation of macro and micro categories of a reality "on screen", one can notice the presence of “economic” and "political" spheres, which can not be separated. With the advent of new information technologies, another sphere arises in the object of study, a ―technical‖ one, which can not be separated from the others as well. So, a new "grocery shopping‖, in the aspect of breaking the standards in an economy based on solidary principles or in assuming a virtual environment, this configuration of market is not necessarily due to economic requirements only, but also a whole atmosphere, the social.