Communication and sustainable consumption: from the pitfalls of light capitalism to the framing of sustainability in the media
Abstract
This article evaluates the way in which mass media describe sustainable consumption by briefly analyzing the factors that influence the approach to this subject matter in the newspapers. Considering consumption as a symbolic product in which identities are expressed, but also as a political act capable of producing fissures in the market’s logic, this study offers a critique of the pitfalls of light capitalism, showing the side effects of a consumption that one does not see (water, energy, fossil fuels, among others). By proposing sustainable development as a rupture in the discourse of appearances, the text discusses the constitution of a mass media agenda that is more committed to minority narratives, since the printed press can contribute to stimulate changes in the modes of production and consumption, as well as in the communication strategies of the organizations, including advertising.
Key words: sustainable consumption, mass media, communication processes, discursive practices.Downloads
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