The purpose of this paper is to analyze the potential of Locavorism as a significant affluence, resistance and activism in the context of the Control Society, based on the discussions of Gilles Deleuze, Felix Guattari and others who dialogue with them. Locavorism is a social food movement that emerged around 2010 and is manifested by the consumption of locally grown food. From the perspective of green consumption, this practice develops due to the benefits of both the reduction of environmental impacts from large displacements, and the ecosystem effects of strengthening local cultural identities. Thus, this paper proposes to develop an examination of the interconnection between the concepts of capitalist culture, subjectivity, resistance and their theoretical articulation with the Locavorism movement as a strategy of subjectivity production and "line of escape". Therefore, the methodology adopted in this study is the bibliographic exploratory research through Content Analysis, identifying the principles, the operability and the analysis of its applicability in the organization and diffusion in the preponderant social networks of specific territories. As a result of the research, some clues about its potentialities and consistency will be pointed out as a possible alternative proposal to contemporary consumption models.
The purpose of this essay is to investigate the connections that surround the morality of green consumption and locavorism from the logic of "having" to "being" under the aegis of the productilization of nature in the context of a new strand of rhizomatic capitalism that is diligently interspersed by the production of "subjectivity kits", whose theoretical bases are inspired by Gilles Deleuze and Felix Guattari. The hypothesis is related to the possibility of making desires from "subjectivity kits" based on symbolic, immaterial and intangible aspects with a moral identity proposition that promotes the relations of consumption, subjectivity, capital, "green feeding" and nature in the contemporary world. There is the possibility that a "liquefaction" of green food consumption, which is reflected by the conceptions of rhizomatic capitalism, may have been contingent upon articulations from a capilalistic culture co-opted by prêt-à-porter identities that empower themselves from the fabrication of new desires captured by social control devices. These devices can bypass their social actors, referring to the idea of Ecopower. There are indications that all this process reached the table of the Brazilian consumer in the context of locavorism from the publicity and the production of liquefied "green foods" as a brand patented by the market and aesthetized with a garment of moral consumption. In order to investigate these relationships in the field of locavore feeding, this qualitative, empirical-theoretical exploratory study was based on bibliographical-documentary research techniques based on the analysis of eight on-line advertising pieces of organic fairs in Rio de Janeiro. This study will promote an understanding of the linkages of possible intentions inserted in the advertising pieces analyzed and the expectation of a How to cite this paper:
RESUMO: A pesquisa possibilitou um olhar sobre a questão de excesso de resíduos de podas de árvores urbanas remetido aos aterros sanitários. Assim, teve como objetivo desenvolver um modelo de gerenciamento para os resíduos de poda de árvores visando a sua utilização, com a possibilidade de minimizá-los na disposição final. A metodologia baseou-se na criação um modelo diferenciado do ponto de vista legal, gerencial, tecnológico e econômico, que pudesse servir de base à pesquisa e gerar estratégias para beneficiar o meio ambiente. Foi feita uma apreciação no Centro de Tratamento de Resíduos Sólidos de Gericinó, para a qual foi elaborada a proposta de criação de uma Usina Verde nas áreas já desativadas do aterro, visando a sua revitalização. Esta ação contemplaria a região com um bosque, onde seriam absorvidos os subprodutos dos resíduos de poda. Haveria, também, a probabilidade de destinação certa, para a composição do mobiliário urbano da cidade, cuja ação poderia privilegiar a capacidade operacional dos catadores nas etapas de obtenção de compostos orgânicos e partes de plantas.
A contemporaneidade reflete, em parte, a lógica da sociedade de controle, caracterizada, dentre outros aspectos, pelo consumo. Neste cenário, tanto os objetos materiais quanto os imateriais passam a possuir valor no mercado, de forma que uma das ferramentas mais influentes neste período é o uso das redes sociotécnicas, envolvendo também os comportamentos sociais dos indivíduos e seus desejos de pertencimento, compartilhamento e visibilidade. Nessa perspectiva, a pesquisa tem como objetivo analisar o uso das imagens inerentes à paisagem da Trilha da Pedra do Telégrafo - Rio de Janeiro, Brasil - veiculadas nestas redes, como um fator produtor de subjetividades, interferindo no aumento do número de visitantes. O estudo atenta para a Teoria Ator- Rede (TAR) ou Actor-Network Theory (ANT) de Latour, que dimensiona o fato de que o “ator humano” e “não-humano” podem transformar o social. Assim, foram analisadas as postagens no Facebook a partir do método Cartografia das Controvérsias Venturini, que é a operacionalização da ATR. Para isso, foram analisados os conteúdos das publicações dos anos de 2015 a 2017, na página denominada “Pedra do Telégrafo-RJ”, com aproximadamente 41 mil participantes. As pistas apontam que o uso das redes sociotécnicas, no âmbito do consumo, pode ter influenciado o processo de transformação da natureza em um produto que passa a se configurar como objeto de desejo, através da noção de “turismo-mercadoria”.
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