September 15, 2008 (Brazil)
ABIT, through Texbrasil, a Program developed in partnership with Apex-Brasil, brought the sociologist Michel Maffesoli to conduct a lecture at the Tabajara Tênis Clube (Tabajara Tennis Club), in Blumenau (SC), on September 8.
The initiative integrates the activities of the Santa Catarina Moda Contemporânea (Santa Catarina Contemporary Fashion) project (SCMC), which already is in its fourth edition. Over 550 people, among them entrepreneurs, students and professors, took part in the “Le devenir mode du monde” conference.
"We live a break of paradigms in our time. We currently witness the end of a paradigm and the beginning of a new one", says the sociologist and professor of the Sorbone, in Paris, France, Michel Maffesoli.
During nearly one hour of exposition, the professor brought up questions and analyzed perspectives of the human kind on cultural expressions. “"Nowadays, culture exists through corporal manifestation, and the cult of the body.
The same body which used to be seen as marginal, feminine and occult now becomes an object of worship, a work of art. Nowadays, aesthetics takes more time from us than other thoughts", reflected the lecturer.
Michel Maffesoli is regarded as one of the century’s main thinkers and is still in activity, teaching and writing. His discourse is provocative and does not supply theories already made; it invites the listener to think and question their own values.
"The interesting thing is that even in a moment of worldwide crisis, people live in a period of luxury, in which the sensation that everything is luxurious crystallizes the world.
We may be more aware of the superficiality of things and notice that luxury is contrary to everything that is functional and simple", says Maffesoli.
Still during the lecture, the professor commented about the Brazilian situation in post-modern times.“I’ve been coming to this country for 25 years and I could say that Brazil has taught me very much.
I could say that it might be a post-modernity laboratory. Race-mixing is one of the characteristics of post-modernity and Brazil has the power of such mixture”, he remarked.
“However, I could not define post-modernity. It is only a metaphor, a transitory word. It is a synergy between what is archaic and technologic development”, he completed. Soon after the lecture, Maffesoli signed autographs on some of its main books published in Brazil.
On the following day, also in the Tabajara Club, the sociologist took part in a discussion with teachers from the main educational institutions of Santa Catarina and entrepreneurs who integrated the SCMC.
Among the topics discussed, Maffesoli pointed out the relation between man and labor. “Do not lose your life trying to gain it”, he said, alerting about the balance between quality and quantity.
Once again, the professor defended the idea that Brazil should be considered in the post-modernity context. “The “Mangue Beat” movement is a great example of that. “We are in a “DIY” moment”, he said.
Currently, Michel Maffesoli is the director of Societés, a Humanities and social sciences magazine, directs the Centre de Recherche sur l’imaginaire and is also the manager for the Centre National de La Recherche Scientifique.
The professor went to Blumenau for the Santa Catarina Moda Contemporânea, a project which unites 15 companies from the state (Hoepcke Bordados, Dudalina, Marisol, Hering, Buettner, Oxford, Lancaster, RenauxView, Tecnoblu, Dalila Têxtil, Villa, Renaux Blue Label, TKT’s, Per Te and Iria), besides 14 educational institutions, between Furb, Udesc,Univali and the SENAI schools of Criciúma, Blumenau, Rio do Sul, Jaraguá do Sul, São Judas Batista, Joinville and Brusque. Technical coordination was on behalf of the stylist Mário Queiroz.
In its 4th edition, SCMC is based on the union between educational institutes, industry and students. Besides lectures, workshops, meetings and discussions, the students get involved with the designated company and develop conceptual collections.
At the end of a cycle of work, the students present their works at a large event sponsored by participant companies. “The event seeks to qualify students in a fabulous way; the path is: from State schools to our companies”, declares Jaison Bogo, president of this edition of SCMC.
Brazilian Textile and Apparel Industry Association
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