Paper short abstract:

In this paper we demonstrate the influence of high prices of cassava flour, important food for the population of Pará (Brazil), in the cultural identity of these and building its popular culture. We utilize netnography, showing the impact of this "identity crisis" from posts on social media.

Paper long abstract:

In this paper we demonstrate the influence of high prices and scarcity of cassava flour, important food for the population of Pará (Brazil), in the cultural identity of these and building its popular culture. We utilize netnography as a method of collecting primary data, showing the impact of this "identity crisis" from posts on social media like Facebook and Twitter. In addition, daily reports collected during the course of ethnographic research were used. We seek it, identify the impacts of the shortage of cassava flour in the cultural identity of Pará and how it uses social media to demonstrate a claim or that identity crisis. With this, we can see that although a large state, largely inserted into the globalization process, Pará still retains many of its traditional customs and uses of globalization tools like social media, to demonstrate their Amazonian roots.