RODEO FEST

FROM THE COUNTRY CITIZEN TO THE HYPERMODERN CONSUMER

Abstract

This article discusses the way how the capital reproduction reaches different spaces of life in the hypermodernity, reproduced through an induced consumption by the establishment of a programmed quotidianness. The analysis is focused, then, on “Festas de Peão de Boiadeiro”, the main purpose of this article is to point the symbiosis that exists between the production of this space and the reproduction of the capital. Thus, under the so said cultural “allegations”, there is the appearance of spatial forms coupled with constant capital revaluation. The space production of a fest which was cultural turns into, then, ideological, because it simulates a very distant reality from the interior of the Sao Paulo State one.