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

Abstract

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.