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The present work aims to identify the structuring and configuration process of the Design s Field in the Amazon as well the concrete and symbolic contributions and consequences of this practice for the Amazonian Culture in a globalized context. The research focuses on: the Design s Field as a field of production of symbolic goods in modernity in which it is the main responsible for the conformation of its goods and services; how this Field view and apprehends places that are historically regarded as peripheral, as the Amazon; as well analyse the responsibility of this Field in the clash between modernity and tradition. The research assumes that the unrestrained and unreflective adoption of modernity legitimated canons and solutions result in the reproduction of its slips and arbitraries. In order to demonstrate this statement, first it is presented the
theoretical-methodological instrumental tool for the analysis of the notions of culture, society, modernity, field and the relation between Design and the production of symbolic goods. After this, those notion are employed to: i) expose the relations between the man with the Amazonian environment and the historical construction of this relation trough its forms of representation – visual culture –; ii) the meanings and social established values and their association with these productions; iii) and also it is demonstrated how the locus of meaning of the Amazonian culture was constituted in the forest and how this culture, although qualitatively dominant in the region, is overpowered by the interests of the dominant ones. To do so, images from different historical periods of Amazonia, – conquest, colonization and modernity –, were selected as a way of illustrating how these ideas and notions determined the production of these forms of representation. Thereby, it was possible to circumscribe the manner in which the economic, political and cultural elites of the Amazon produce and legitimize the intersections of different historical temporalities and how the globally dominant commercial ideology – globalization – locally interferes with the production and circulation of symbolic goods. Then, the question of the configuration of symbolic goods is not only dictated by a formal deliberation, it is not a technical question related only with the advance of the techniques of representation but rather by ideas that are legitimated by the dominant classes, by the relation of man with the
environment keeping in mind the determination of favoured and deprecated relations, and by the amount of resources available to carry out this activity. Complementarily, from the other fields of production of symbolic goods and their productions, such as architecture, art, graphite and literature, it is shown how the locus of meaning moves to the city in the last decades of the twentieth century and also the modification, continuity and disappearance of several of these notions, such as the Amazon as the world s childhood, the univocal potential of the progress for man emancipation, the encyclopaedic impulse, the notion that seeing is knowing, natural determinism, among others. Finally, as a way of understanding and increase the market of symbolic goods produced by the Design Field in Amazonas as an alternative to the globally dominant commercial ideology it is presented another perspective to evaluate and understand its production. This alternative especially explores the particularities of the indigenous culture that were hybridized in the Amazonian culture, their way of relationship with the environment, their perspectivism, their understanding of a cosmological policy, and the potential impacts of these notions on the Design Field.