A Bahia, o baiano e o carnaval na perspectiva do marketing
Sendo uma boa baiana, e residindo na cidade responsável pelo maior carnaval de rua do mundo, me senti na responsabilidade de retornar ao trabalho após o período de Carnaval e fazer um post com alguma afinidade ao tema. Minha inspiração veio de um e-mail que recebi questionando a imagem que se construiu da Bahia como terra na qual aqueles que a habitam vivem em clima de ‘festa eterna’ e são preguiçosos. Se o texto que recebi é verdadeiro ou não, não pesquisei para comprovar, mas minha experiência de baiana, empreendedora e profissional que sou me faz concordar que a vida tranqüila e a famosa aversão ao trabalho atribuídas aos baianos não têm base na realidade. O e-mail apresenta a conclusão de uma tese de doutorado cujo tema seria ‘PREGUIÇA BAIANA’. A pesquisa que resultou nessa tese concluiu, resumidamente, que ‘preguiça baiana’ é faceta do racismo e, que, a famosa ‘malemolência’ ou preguiça baiana, na verdade, não passa de racismo.
A tese, defendida pela professora de antropologia Elisete Zanlorenzi, da PUC-Campinas, sustenta que o baiano é muitas vezes mais eficiente que o trabalhador das outras regiões do Brasil e contesta a visão de que o morador da Bahia vive em clima de ‘festa eterna’. Pelo contrário, é justamente no período de festas que o baiano mais trabalha. Como 51% da mão-de-obra da população atua no mercado informal, as festas são uma oportunidade de trabalho. ‘Quem se diverte é o turista’, diz a antropóloga.
O objetivo da tese foi descobrir como a imagem da preguiça baiana surgiu e se consolidou. Elisete concluiu, após quatro anos de pesquisas históricas, que a imagem da preguiça derivou do discurso discriminatórios contra os negros e mestiços, que são cerca de 79% da população da Bahia. O estudo mostra que a elevada porcentagem de negros e mestiços não é uma coincidência. A atribuição da preguiça aos baianos tem um teor racista. A imagem de povo preguiçoso se enraizou no próprio Estado, por meio da elite portuguesa, que considerava os escravos indolentes e preguiçosos, devido às suas expressões faciais de desgosto e a lentidão na execução do serviço (como trabalhar bem-humorado em regime de escravidão??? ?). Depois, se espalhou de forma acentuada no Sul e Sudeste a partir das migrações da década de 40. Todos os que chegavam do Nordeste viraram baianos. Chamá-los de preguiçosos foi a forma de defesa encontrada para denegrir a imagem dos trabalhadores nordestinos (muito mais paraibanos do que propriamente baianos), taxando-os como desqualificados, estabelecendo fronteiras simbólicas entre dois mundos como forma de ‘proteção’ dos seus empregos.
Elisete afirma que os próprios artistas da Bahia, como Dorival Caymmi, Caetano Veloso e Gilberto Gil, têm responsabilidade na popularização da imagem. ‘Eles desenvolveram esse discurso para marcar um diferencial nas cidades industrializadas e urbanas. A preguiça, aí, aparece como uma especiaria que a Bahia oferece para o Brasil’, diz Elisete. Até Caetano se contradiz quando vende uma imagem e diz: ‘A fama não corresponde à realidade. Eu trabalho muito e vejo pessoas trabalhando na Bahia como em qualquer lugar do mundo’. Segundo a tese, a preguiça foi apropriada por outro segmento: a indústria do turismo, que incorporou a imagem para vender uma idéia de lazer permanente ‘Só que Salvador é uma das principais capitais industriais do país, com um ritmo tão urbano quanto o das demais cidades.’ O maior pólo petroquímico do país está na Bahia, assim como o maior pólo industrial do norte e nordeste, crescendo de forma tão acelerada que, em cerca de 10 anos será o maior pólo industrial na América latina.
Para tirar as conclusões acerca da origem do termo ‘preguiça baiana’, a antropóloga pesquisou em jornais de 1949 até 1985 e estudou o comportamento dos trabalhadores em empresas. O estudo comprovou que o calendário das festas não interfere no comparecimento ao trabalho. O feriado de carnaval na Bahia coincide com o do resto do país. Os recessos de final de ano também. A única diferença é no São João (dia 24 /06), que é feriado em todo o norte e nordeste (e não só na Bahia). Em fevereiro (Carnaval) uma empresa, cuja sede encontra-se no Pólo Petroquímico da Bahia, teve mais faltas na filial de São Paulo que na matriz baiana (sendo que o n° de funcionários na matriz é 50% maior do que na filial citada). Outro exemplo: a Xerox do Nordeste, que fica na Bahia, ganhou os dois prêmios de qualidade no trabalho dados pela Câmara Americana de Comércio (e foi a única do Brasil). Pesquisas demonstram que é no Rio de Janeiro que existem mais dos chamados ‘desocupados’ (pessoas em faixa etária superior a 21 anos que transitam por shoppings, praias, ambientes de lazer e principalmente bares de bairros durante os dias da semana entre 9 e 18h), considerando levantamento feito em todos os estados brasileiros. A Bahia aparece em 13° lugar.
Acredita-se hoje (e ainda por mais uns 5 a 7 anos) que a Bahia é o melhor lugar para investimento industrial e turístico da América Latina, devido a fatores como incentivos fiscais, recursos naturais e campo para o mercado ainda não saturado. O investimento industrial e turístico tem atraído muitos recursos para o estado e inflando a economia, sobretudo de Salvador, o que tem feito inflar também o mercado financeiro (bancos, financeiras e empresas prestadoras de serviços como escritórios de advocacia, empresas de auditoria, administradoras e lojas do terceiro setor).
Fica, então, aqui registrada a intenção de que nós baianos e, principalmente, aqueles que também são profssionais do marketing, o compromisso de contribuir para a transformação da imagem do produto ‘Bahia’ e de seu povo, como um local próspero, criativo, saudável e feliz, onde o trabalho não precisa opor-se ao lazer.
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