A Post-Colonial View of Transmodernity and Capitalist Consumerism applied to Administration and the Academic Environment: insights for consulting and teaching

Abstract

This work was developed in the format of a critical and academic review, based on a scientific article available in the Scopus database in the journal RAC – Revista de Administração Contemporânea, published by ANPAD. The reviewed work was “Education by the Escola Nacional Florestan Fernandes as Transmodernization from Capitalist Consumerism” by authors Marcus W. Hemais, Ronan Torres Quintão, and Denise F. Barros. The main objective of the review was to conduct a critical analysis of the theme: Consumerism and Transmodernity in a Post-Colonial Perception applied to Administration. The work stands out positively by consistently uniting concepts from Philosophy, Critical Pedagogy, and consumer studies, emphasizing how collective educational practices can create tension in the individualistic models consolidated in the field of Marketing. One of the main points of the study lies precisely in its ability to bring together critical theory and empirical experience, showing that education can play an active role in problematizing social inequalities and the logics of consumer responsibility. This content contributes to broadening the critical and formative repertoire of undergraduate and graduate students, preparing them to work in complex professional environments, where understanding inequalities, power relations, and social impacts becomes increasingly relevant for employability, for building conscious professional trajectories, and for responsible performance in the job market. This initiative is an extension activity of the LAB.LID Project of the DEGECAR Extension Program (UFRRJ). For organizational consultants, the review supports diagnoses and interventions in social responsibility, corporate education, and consumer relations; for instructors, it provides support material and a basis for teaching cases in Marketing and Management.