Women Go Shopping; Discussing the Female Intergenerational Behaviour and the “Green Consumption”

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:

Section: Research Developmentmentioning

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

“…This "green" lifestyle produtilizated and liquefied endorse the value of the individual in the consumer society as a "human having" which spectularizates the image (and production) of a "politically correct subjectivity" in tune with social and environmental issues, but that professes empty actions and discourses of the conception of sustainability (Tavares et al, 2015).…”

Section: The Consumption Of Nature: the "Green" Value As A Brandmentioning

confidence: 99%

“…Thus, the "green marketing" invests in creating new demands, producing subjectivities and capturing market desires, according to the rhizomatic capitalism strategy, which drives products with ecological appeal (Tavares et al, 2015).…”

Section: The Consumption Of Nature: the "Green" Value As A Brandmentioning

confidence: 99%

“…As well as in the construction and elasticity of a new brand: the "green market", whose environmental/ecological appeal is its indelible mark (Tavares et al, 2015). This movement described by Pelbart (2003) as connectionist and rhizomatic, establishes a new consumption mode, regulating the social and life relationships, believing in the products with ecologic appeal.…”

Section: Introductionmentioning

confidence: 99%

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

Tavares¹,

Silva²,

Ferreira³

et al. 2017

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.

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

Tavares¹,

Tavares²,

Alves³

et al. 2019

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.