RESIGNIFICATION OF CACHAÇA

A LOOK FROM THE THEORETICAL PERSPECTIVE OF SOCIAL MEMORY

Abstract

The cachaça, a beverage genuinely brazilian, becomes cultural heritage and immaterial of brazilian people, although it's a historically and culturally consolidated product, steal contains an image stigmatized. In this way, this work proposes to reflect on the resignification of cachaça in the context of Paraíba pointing for the relevance of cachaça as a national product of cultural value. For this study, we used an exploratory research, based on bibliographic, with an qualitative approach, as well as a documentary research, by which they will be recovered elements that strengthen the resignification of the memory of cachaça in Paraíba, from the reading and analysis of the "Letter of Paraíba's Cachaças". It can be observed that the cachaça has been gradually getting a more positive representation, but it is still necessary to strengthen its image as a distillate of excellent quality. It was found that the "Letter of Paraíba's Cachaças" brigs elements that corroborate with the valorization of cachaça, It also preserves social memory in a context in which cachaça is considered a protagonist.