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.
Reflecting on a psychosociological analysis of consumption requires an epistemological challenge that breaks with metaphysical ideological traditions and, to a certain extent, provokes philosophical discussions about the construction and validity of its theoretical thinking, especially when contextualised under the aegis of the perspective of the control society and liquid modernity. This study investigates the relations of consumption in liquid modernity (postmodernity), through the psychosocial bias, revealing the liquid, plastic, fluid and changeable subjectivity of the consumer in a globalised context of a control society, which values " having" to the detriment of "being". Through the theoretical assumptions traced by Gilles Deleuze, Félix Guattari and Zygmunt Bauman. How to reflect the study of consumption through psychosociology, according to the view of the society of control and liquid modernity, in the production of a rhizomatic, plural, fragmented, schizophrenic and anthropophagic subjectivity entangled by the desire to consume, configuring and deconstructing pret-a-porter identities as ways of being regulated by the market, according to the logic that to "be" you must "have"? To answer this question are adopted as theoretical foundation complementary authors and works that dialogue with the object defined by the conceptual bias established for investigation. The exploratory research is used as an investigative methodology, through the technique of bibliographic survey. It is not intended, in this work, to draw a map of these differences. The pretension is simply to reflect how the philosophical thoughts of Deleuze, Guattari and Bauman contribute to the field of psychosociology.
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