Culturas de mercado

a tradição do comércio na fronteira amazônica

Abstract

In Alto Solimões, Brazil (BR) borders Peru (PE) and Colombia (CO), where there is a free trade area and free trade without borders. In this article, I describe and interpret the trade tradition on the Amazon frontier. Giving voice to market actors, I present a qualitative research with observations and interviews. This study contributes to the development of the Consumer Culture Theory (CCT), exploring the topic of market cultures. Talking about the practices of merchants and consumers, I draw a picture of retail and consumption in the extreme of Amazonas. Among Benjaminians, Icelanders and Leticians there is a relationship of dependence on products, a tradition in which people exchange goods, beliefs and customs.