The “Green Consumption” and the Rhizomatic Capital Strategy: Ads and Reports in the Brazilian Media

Tavares, Fred; Silva, Analice Araujo; Ferreira, Giselle Gama Torres; Tavares, Margarete Ribeiro; Miranda, Roberta Matos de

doi:10.4236/aasoci.2017.72003

Cited by 7 publications

(5 citation statements)

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“…In the food segment, the new logic of the Control Society involves the "green market" as a possibility for regulation and subtle influence on consumer choices. This market is approached by Tavares et al (2017) as a metamorphosis of the strategies of contemporary capitalism through immaterial, connectionist and natural values directed to the incessant production of desires as consumer identities and marking models produced from the exaltation of subjectivity .…”

Section: Locavorism: Origin Concepts and Featuresmentioning

confidence: 99%

Locavorism through Control Society Logic: An Analysis of the Possibilities of Food Activism and/or Brand Modeling

Tavares¹,

Tavares²,

Alves³

et al. 2019

AASoci

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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.

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Section: Locavorism: Origin Concepts and Featuresmentioning

confidence: 99%

Locavorism through Control Society Logic: An Analysis of the Possibilities of Food Activism and/or Brand Modeling

Tavares¹,

Tavares²,

Alves³

et al. 2019

AASoci

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“…The ephemeral and fragmented character of this subjectivity -and its production -is notorious in the displacement of individuals, in the era of globalized and flexible capitalism, for example, with commercial brands having a strategic role to function as a postmodern world control device in order to sublimate the idea of the "other admired", flowing in the field of the immanence of a malleable and perversely unrealizable desire [36].…”

Section: The Human Being To Human Having and The Logic Of The Pret-a-mentioning

confidence: 99%

An Essay on the Psychosociology of Consumption through the Perspectives of Control Society and Liquid Modernity

Tavares

Ferreira

Fialho

et al. 2018

AJARR

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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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“…This form of virtuality is promoted through the production of "kits of subjectivity" that fabricate these identities in an uninterrupted and fluid way through a kind of sinuosity of consumption that can entangle the paths covered by the Control Society. On the basis of this, Sibilia (2002) ratifies the thoughts of Rolnik (in Alliez, 2000) when she mentions that these identities have polyphonic and polycentric characteristics, according to the logic of rhizomatic capilatism (Deleuze & Guattari, 1995), demonstrating an agency under the flow of the liquid-modern society (Tavares et al, 2017): [...] the illusion of a fixed and stable identity, characteristic of modern and industrial society, is giving way to the "standard profile kits" or prêt-à-porter identities, according to Suely Rolnik's denominations (Sibilia, 2002: p. 33).…”

Section: Introductionmentioning

confidence: 99%

Consumption Morality of the Locavorism Reflected in the Advertising of the Organic Fairs in Rio de Janeiro: Is the Belonging Password on the Desk?

Tavares¹,

Tavares²,

Alves³

et al. 2019

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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:

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The “Green Consumption” and the Rhizomatic Capital Strategy: Ads and Reports in the Brazilian Media

Cited by 7 publications

References 7 publications

Locavorism through Control Society Logic: An Analysis of the Possibilities of Food Activism and/or Brand Modeling

Locavorism through Control Society Logic: An Analysis of the Possibilities of Food Activism and/or Brand Modeling

An Essay on the Psychosociology of Consumption through the Perspectives of Control Society and Liquid Modernity

Consumption Morality of the Locavorism Reflected in the Advertising of the Organic Fairs in Rio de Janeiro: Is the Belonging Password on the Desk?

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