O mito da sustentabilidade: uma análise do discurso de marcas de moda em mídias digitais

Abstract

Among the agendas related to the environment, one of the most prominent subjects is usually sustainability, aiming to improve the relationship between human beings an those with nature. Institutions that address the topic in their proposals use this aspect to stand out in their areas of expertise and, consequently, in the media. Fashion companies are also exploring the motto in propagating their brands. Considering this, this dissertation starts from the following issue: how the sustainability discourse is being constructed in contemporary societies and how fashion brands that defend environmental and sustainable issues corroborate these discourses in digital environments. This study aims to investigate discourses on digital platforms presented by fashion brands that position themselves as sustainable, conscious or even responsible, supporting the concept of sustainability to promote themselves. The investigation it selves is based on theoretical assumptions by Ignancy Sachs, regarding the issue of sustainability; Manuel Castells and Raquel Recuero when approaching digital media; Michel Foucault, Pierre Bourdieu, Roland Barthes and Mircea Eliade in the debate on discourse, consumption and myth; as well as Lilyan Berlin in the fashion-related aspects. This is a qualitative-quantitative approach research with, through Content Analysis based on Laurence Bardin, of publications on digital platforms of three fashion brands that call themselves sustainable. It is observed that brands employ mythical narratives of environmentally correctness, but aim at marketing aspects like any other company. It is also considered that the discourses constructed in contemporaneity exert power relations and act as structuring agents of behavior and lifestyles in society.