Real Merchandises

Thus being, in the societies contemporaries everything finishes being interpreted as merchandise. Marx (1971) observes that the way capitalist to organize and to reproduce the society exacerba the power of the things on the people, being limited the possibilities of recognition of the underlying social relations to the production of the merchandises and transforming them into fetiches. For it, fetiche or ilusrio character of the merchandises not if must to its value of use, that after all satisfy necessities human beings, but, yes, to its symbolic value. The capitalist society, on the other hand massifica the market, extending the amount of merchandises and, on the other hand, diversifies, modifies and multiplies the consumption standards, transforming individuals of citizens into objects when exacerbar the scale of its necessities (CANCLINI, 2001). As Featherstone (1995) the movement of generalization of the markets and magnifying of the necessities and standards of consumption of the society contemporary is the founder of ' ' culture of consumo' ' , understood, primordially, as ' ' consumption of signos' '. It is exactly this symbolic character of the merchandises that allows in them to speak in cultural economy.

The culture as category it has many meanings. In some contexts, it appears as erudio or academic formation. In the media, the culture generally represents the world of the arts: the theater, the cinema, the television, etc. However, for the anthropology, the culture are understood of much more including form. Any creation is about all and human being, symbolic Real or and that if express as life way. Its concrete quality is, therefore, onipresente, therefore it occurs in all the manifestations of the daily one: religious, politics, economic, etno-lingustica, sociocomportamental etc. the culture of the peoples is the interconnection of all these manifestations, passing still for the historical and geographic aspects (time/space). The culture, in the universal plan, is the collective direction of the survival human being and, in the particular one, it represents the identity of a people, express in the language, the practical ones and the imaginary one of the communities.

The Pharmacies

The project is initiated and elaborated through a formation of ambient conscience, and a change of I inhabit in the population, that before was customary to discard its medicines as domiciliary garbage. Now with the implantation of the called project. The intention is that all the pharmacies of one determined city possess in its establishments an exclusive ballot box more, so that the population can make the medicine discarding there, not used by them, this ballot box will have soon to be personalized with the mark ‘ ‘ braso’ ‘ of the municipal city hall and telephones of contact of the health secretariats and municipal environment, when to possess. As soon as proprietor of the pharmacy, to detect that the ballot box is full or needs to be changed, it will enter in contact with the respective municipal responsible agencies, to make the collection and changes of the ballot box. It is important to point out that the objective of the implantation of the ballot boxes in pharmacies, is so that the consumer and local population can discard its medicines, and not so that it uses them to the pharmacy to make the discarding of its proper medicines, the least that thus is authorized for the competent city departments. the ballot box I contend discarded medicines, must be directed for the secretariat of municipal health, so that the medicines can have the correct destination.

It is important also to become, a counting of the amount of discarded medicines and the pesagem of the same ones, in order to generate some information, as much for the health secretariat, as the secretariat of the environment of the discarded amounts. Soon after, the municipal agencies, are in charge giving correct destination for such medicines. After the implantation of the ballot boxes in local pharmacies, comes to the part most important of the project, the spreading for the population.