The purpose of this essay, whose theoretical bases are inspired by Gilles Deleuze and Félix Guattari, is to investigate the relationship between consumption, subjectivity, capital and nature, in the context of the world society of control, the production of the "green" consumption market in Brazil and the representation of the "human having" as an identity proposition, which is revealed through "subjectivity kits" in this market. The research is exploratory, qualitative and theoretical-empirical, carried out through bibliographical (books and authors that dialogue with the subject investigated) and documentary techniques (selected ads and reports in searched journals). Through the conception of the rhizomatic capitalism, the above mentioned relationships are, in principle, articulated within a logic capable of reflecting the "liquefaction" of the concept of sustainability in contemporary times. Thus, the perspective of the theme of "liquid sustainability" (through the concept of "capitalistic culture") sets up the production of new ways of being (prêt-à-porter identities), the capture of new desires and the creation of new devices of social control, in which all the social actors that are involved in its production participate (and empower) in the ideation of an Ecopower. In particular, the companies and the media, which publicizes and "produtilizes" the nature, are liquefied as a consumer brand and aestheticized with authenticity features on the market, as a brand and marketing modeling of the consumption of appearances, a true simulacrum with speeches of green washing, social washing or green social washing. Through different aesthetic movements of agency, the market of "green consumption" is conceived as a brand that semiotizes and influences the production of subjectivity. An unbearable lightness of having and the "subjectivity kits"-everlasting-that stick, peel off and contradict each other, fed back through the strategic fluidity of the rhizomatic capital in the Brazilian market.
Significant changes in the social, political, economic and environmental structures that affect the individual and the environment that surrounds him are observed in contemporary times. In this new logic, alternatives emerge from business models that act directly on social tensions and may or may not impact the individual and the environment that surrounds them. In this context, a new concept of management called social business arises, which seeks to develop market solutions that can contribute to reduce the inherent consequences of social and environmental problems. In this kind of business proposal, profit is not an end in itself but a means to generate solutions that help reduce poverty, social inequality and environmental degradation. However, the consumer society, which has as its backdrop Rhizomatic Capitalism, reveals that the issues inherent in nature and the social problematic can be appropriated as a strategic tool to feed the marketing logic in favor of capital. Therefore, the purpose of this paper is to analyze whether or not the social business management in less affluent communities in the context of the consumer society aligns with the proposal of overcoming environmental and social problems from the discussion of authors such as Deleuze, Guattari and others who with these dialogues. It is questioned whether the development of social business can be observed from the perspective of Rhizomatic Capitalism, which adapts itself to incite new brand models produced and reproduced in the market, multiplying subjectivities even more rooted in consumption and profit. Therefore, this research discusses, from a clipping, a look at the social business creation movement in Brazil. The methodology adopted is qualitative, bibliographical and documentary exploratory research. From the theoretical framework constructed, campaigns, social media and reports from the Moradigna startup are analyzed.
The production of new market arrangements that can reveal the appropriation of nature as a strategy of consumption for the benefit of capital is observed in the contemporaneity. From this perspective, this research investigates Green Consumption, from an interdisciplinary perspective, to reveal if contemporary advertising with social and environmental appeal influences the process of production of new subjectivities even more rooted in consumption. The methodology adopted is the qualitative exploratory research of the "green" ads published in Veja magazine between 2004 and 2014. The theoretical foundation is built from Bauman and other authors who with this dialogue. From this clipping, some clues are analyzed about the legitimacy of environmental marketing strategies focused exclusively on consumption expansion. The study takes a look at the use of advertising and marketing as a way to legitimize and feedback the idea of "productize" nature, that is, presented as a commodity ready to be consumed, and discusses how the new "green" stamp models can be produced and reproduced on the market. Finally, this work brings publicity and environmental marketing as possible instruments for the formation of new "ways of being", even more rooted in the logic of consumption, decrease medical as well as a financial burden, hence improving the management of cirrhotic patients. These predictors, however, need further work to validate reliability.
Os novos modos de ação do capitalismo vêm provocando mudanças significativas em diferentes aspectos da vida. Nesse sentido, compreender, por meio de uma perspectiva interdisciplinar que une os campos da Psicossociologia e da Comunicação, as modificações vivenciadas na contemporaneidade torna-se fundamental. Este artigo parte da reflexão sobre as possíveis formas de o Capitalismo Rizomático adentrar em esferas até então desconsideradas, podendo atuar no trabalho desenvolvido até mesmo por organizações humanitárias. Este é um estudo de natureza teórica, baseado em pesquisa bibliográfica e documental, utilizando-se das categorias da Semiótica de Peirce a partir da análise de uma postagem selecionada no Facebook, da organização Médicos Sem Fronteiras (MSF). A publicação em questão contém pedidos de doação de recursos financeiros no primeiro semestre da pandemia da covid-19, representando, dessa forma, o corpus deste trabalho. Diante disso, como resultado, observou-se que possivelmente a MSF também passe a incorporar em suas estratégias de comunicação aquelas utilizadas por corporações que vendem produtos e serviços, podendo transformar seus doadores/seguidores em consumidores.
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