Consumindo para salvar o mundo: Um estudo de caso sobre o discurso propagado pela Apple (RED)
DOI:
https://doi.org/10.11606/issn.1984-5057.v16i2e229942Palavras-chave:
Capitalimo cultural, Consumerismo, Causumerismo, Marketing de causa, Crítica do consumoResumo
Este trabalho analisa o discurso do marketing de causa (CRM) usado pela Apple para promover seus produtos e apoiar causas sociais através dos produtos (RED) a fim de combater o HIV/AIDS na África. A pesquisa reflete sobre a prática do consumo partindo de uma leitura psicanalítica e seus desdobramentos como o capitalismo cultural de Rifkin e a prática do “causumerismo” de Richey e Ponte. A metodologia envolve a análise crítica do material institucional da Apple e da (RED) aliada a uma revisão bibliográfica acerca das marcas. Os achados indicam que, embora o CRM promova causas importantes, ele também transforma o ativismo social em um produto, alinhando-se com as críticas contemporâneas ao consumo ético e às práticas de conforto e autenticidade.
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