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Objetiva-se, nesse artigo, investigar aspectos da cultura popular que envolvem a relacao de consumo e troca presentes na "Feira da Barganha" de Sorocaba. A feira oferece um espaco popular designado a troca e venda de bens de consumo desde 1978. Para tanto, utilizamos a analise de registros fotograficos. Essas imagens permitem uma reflexao pontual a partir de uma abordagem etnografica sob os conceitos de Achuti (2004). A fotoetnografia, enquanto metodologia adotada permite explorar o potencial significativo das imagens registradas, sobretudo, apreender a manifestacao do comercio, o carater ludico e a possibilidade de integracao social. Com o intuito de contribuir com essas analises, valemo-nos de Maffesoli (2007) para delinear concepcoes contemporâneas dos relacionamentos sociais e dos conceitos de Hall (2005) sobre a construcao da identidade cultural. A relevância deste trabalho esta em refletir sobre aspectos da comunicacao que caracterizam a manifestacao da cultura popular e sua importância na regiao de Sorocaba. Palavras-Chave: Cultura Popular Contemporaneidade. Feira da Barganha. Fotoetnografia Communication and popular culture: a photo ethnographic approach regarding the purchasing and exchange at "Feira da Barganha" of Sorocaba Abstract This article aims investigating the aspects of the popular culture involved in the buying and exchanging at the "feira da barganha" of Sorocaba. The fair has offered a designated place for exchanging and buying goods since 1978. Therefore, the analysis of photographic records is being used. These images allow a punctual reflexion from an ethnographic approach under the Achuti (2004) concepts. The photoethnography, when adopted as a methodology allows exploring the significant potential of the registered images, mainly to apprehend the manifestation of trading, the ludic character and the possibility of social integration. With the objective of contributing to these analysis, we make use of Maffesoli (2007) to delineate contemporary conceptions of social relationships, and concepts of Hall (2005) on the construction of cultural identity. The relevance of this paper is to reflect on aspects of communication that characterize the manifestation of popular culture and its importance in the region of Sorocaba. Key words: Popular Culture. Contemporaneity. Feira da Barganha. Photo etnography.

Comunicação e cultura popular: uma abordagem fotoetnográfica sobre a relação de consumo e troca na “Feira da Barganha”de Sorocaba