Everardo Pereira Guimarães Rocha (born October 1, 1951) is a Brazilian

anthropologist An anthropologist is a scientist engaged in the practice of anthropology. Anthropologists study aspects of humans within past and present societies. Social anthropology, cultural anthropology and philosophical anthropology study the norms, values ...

dedicated to the study of consumption, advertising, and Brazilian culture. He earned his Ph.D. in Social Anthropology from the

National Museum of Brazil National may refer to: Common uses * Nation or country ** Nationality – a ''national'' is a person who is subject to a nation, regardless of whether the person has full rights as a citizen Places in the United States * National, Maryland, ...

at the

Federal University of Rio de Janeiro The Federal University of Rio de Janeiro (, UFRJ) is a public university, public research university in Rio de Janeiro, Brazil. It is the largest federal university in the country and is one of the Brazilian centers of excellence in teaching and r ...

in 1989. He is a

Professor Professor (commonly abbreviated as Prof.) is an Academy, academic rank at university, universities and other tertiary education, post-secondary education and research institutions in most countries. Literally, ''professor'' derives from Latin ...

in the Department of Communication and its graduate program at the

Pontifical Catholic University of Rio de Janeiro The Pontifical Catholic University of Rio de Janeiro (; PUC-Rio) is a Jesuit, Catholic, pontifical university in Rio de Janeiro, Brazil. It is the joint responsibility of the Catholic Archdiocese of São Sebastião do Rio de Janeiro and the So ...

, where he has taught since 1976. In his works, Everardo Rocha articulates perspectives from the fields of Anthropology and Communication. He has been indicated as one of the first anthropologists in Brazil to focus their research on consumption. Since the 1980s, he has contributed to the consolidation and expansion of studies in the anthropology of consumption. First published in 1985, his book titled ''Magia e Capitalismo'' 'Magic and Capitalism''is acknowledged for stimulating the development of research on consumption from an anthropological perspective in Brazilian academia. Everardo Rocha's work explores advertising and consumption as phenomena similar to the classification system known as totemism, as

Claude Lévi-Strauss Claude Lévi-Strauss ( ; ; 28 November 1908 – 30 October 2009) was a Belgian-born French anthropologist and ethnologist whose work was key in the development of the theories of structuralism and structural anthropology. He held the chair o ...

studied it. Hence, he suggests consumption and advertising representations are central spaces for the expression and experience of magical thought in contemporary urban cultures. According to

Roberto DaMatta Roberto DaMatta (born July 29, 1936) is a Brazilian anthropologist. He is an emeritus professor of anthropology at the University of Notre Dame.

, Everardo Rocha's contribution “is characterized by an intelligent and resolute investigation of the modern world as a gigantic structure of consumption, magic, ideological persuasion, and (...) dreams.”DaMatta, Roberto. Vendendo totens: prefácio prazeroso para Everardo Rocha. In Rocha, Everardo. Magia e Capitalismo: um estudo antropológico da publicidade. 4ª ed. São Paulo: Brasiliense, 2010. Furthermore, Rocha has contributed to studies in Social Anthropology and Brazilian culture through books such ''O que é Etnocentrismo'' hat is Ethnocentrismand ''O que é Mito'' hat is Myth He also participated in the research for

Cacá Diegues Carlos Diegues (also known as Cacá Diegues; 19 May 1940 – 14 February 2025) was a Brazilian film director, best known as a member of the Cinema Novo movement. He was popularly known for his unconventional, yet intriguing film techniques among ...

’s film ''

Quilombo A ''quilombo'' (); from the Kimbundu word , ) is a Brazilian hinterland town, settlement founded by people of Afro-Brazilians, African origin, and others sometimes called Carabali. Most of the inhabitants of quilombos, called quilombolas, were ...

''.

Publications in English

*''Advertising and consumption: anthropological studies in Brazil''. London: Routledge, 2022. ISBN 9781003176794 *Women under control: advertising and the business of female health, 1890-1950. In: Timothy de Waal Malefyt and Maryann McCabe (Ed.), Women, Consumption, and Paradox, Routledge, 2020. ISBN 9781003028109 (with Marina Frid) *''Dona Flor and Scarlett O’Hara: One dilemma, two love stories in Brazilian and American cultures''. Social Science Information, 59(4), 730-750, 2020. https://doi.org/10.1177/0539018420973926 (with Marina Frid) *''Do you know who you are selling to? An ethnographic approach to upper-class shopping experiences in Rio de Janeiro''. Journal of Consumer Culture, 21(4), 764-781, 2019. https://doi.org/10.1177/1469540519846195 (with Ana Carolina Balthazar) *''Classified beauty: Goods and bodies in Brazilian women’s magazines''. Journal of Consumer Culture, 18(1), 83-102, 2018 https://doi.org/10.1177/1469540516641625 (with Marina Frid) *''Classifying and classified: An interpretive study of the consumption of cruises by the “new” Brazilian middle class''. International Business Review 25(3), 2016. https://doi.org/10.1016/j.ibusrev.2015.02.006 (with Angela da Rocha and Ana Raquel Coelho Rocha) *''The Woman in Pieces: Advertising and the Construction of Feminine Identity''. Sage Open, 3(4), 2013. https://doi.org/10.1177/2158244013506717

Selected books

*''Advertising and consumption: anthropological studies in Brazil''. London: Routledge, 2022. ISBN 9781003176794 *''O paraíso do consumo: Émile Zola, a magia e os grandes magazines''. Rio de Janeiro: Mauad, 2016 (with Marina Frid and William Corbo). ISBN 978-8574788449 *''A sociedade do sonho: comunicação, cultura e consumo''. Rio de Janeiro: Mauad, 1995. ISBN 978-8574784649 *''Palmares: mito e romance da utopia brasileira''. Rio de Janeiro: Rio Fundo Editora, 1991 (with

Carlos Diegues Carlos Diegues (also known as Cacá Diegues; 19 May 1940 – 14 February 2025) was a Brazilian film director, best known as a member of the Cinema Novo movement. He was popularly known for his unconventional, yet intriguing film techniques among ...

). *''O que é mito.'' São Paulo: Brasiliense, 1986. ISBN 978-8511011517 *''O que é etnocentrismo''. São Paulo: Brasiliense, 1985. ISBN 978-8511011241 *''Magia e capitalismo: um estudo antropológico da publicidade''. São Paulo: Brasiliense, 1985. ISBN 978-8511000382 *''Quilombo: história e sociedade''. Rio de Janeiro: Embrafilme/Mec, 1984 (with Maria Fernanda Bicalho).

References

{{DEFAULTSORT:Rocha, Everardo 1951 births Living people Brazilian anthropologists Academic staff of the Pontifical Catholic University of Rio de Janeiro Federal University of Rio de Janeiro alumni