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

Abstract

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 pr ê t- 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 online 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 new social control device acting in the light of rhizomatic capitalism as a manufacturer of “subjectivities kits” agitated by moral food consumption.