Consumir para salvar el mundo: Un estudio de caso sobreel discurso propagado por Apple (RED)
DOI:
https://doi.org/10.11606/issn.1984-5057.v16i2e229942Palabras clave:
Capitalismo cultural, Consumerismo, Causumerismo, Marketing de causa, Crítica del consumoResumen
Este trabajo analiza el discurso del marketing de causa (CRM) utilizado por Apple para promover sus productos y apoyar causas sociales mediante productos (RED) con el fin de combatir el VIH/sida en África. Esta investigación reflexiona sobre la práctica del consumo desde una perspectiva psicoanalítica y sus derivaciones, como el capitalismo cultural, de Rifkin, y la práctica del “causumerismo”, de Richey y Ponte. La metodología incluye un análisis crítico del material institucional de Apple y de RED, junto con una revisión bibliográfica sobre las marcas. Los hallazgos indican que, aunque el CRM promueve causas importantes, también transforma el activismo social en un producto, alineándose con las críticas contemporáneas al consumo ético y las prácticas de comodidad y autenticidad.
Descargas
Referencias
AMAZEEN, Michelle. Gap (RED): Social Responsibility Campaign or Window Dressing? Journal of Business Ethics, v. 99, p. 167-182, 2011. DOI: 10.1007/s10551-010-0647-2.
APPLE. (RED) Makes a World of Difference. (s.d.a.). Disponível em: https://www.apple.com/lae/product-red/.
APPLE. 15 Years Fighting AIDS with (RED): Apple Helps Raise Nearly $270 million. (s.d.b). Disponível em: https://nr.apple.com/dH5h9p0n8c.
BANET-WEISER, Sarah. AuthenticTM. The Politics of Ambivalence in a Brand Culture. Nova York: NYU Press, 2012.
BRANDÃO, Amélia; POPOLI, Paolo. “I’m Hatin’ It”! Negative Consumer–brand Relationships in Online Anti-brand Communities. European Journal of Marketing, v. 55, n. 2, p. 622-650, 2022.
CAMPBELL, Colin. The Romantic Ethic and the Spirit of Modern Consumerism. Nova York: Colin Campbell, 2018 [1987].
FREUD, Sigmund. Drei Abhandlungen zur Sexualtheorie. Viena; Franz Deuticke, 1925.
FOUCAULT, Michel. The Care of the Self. Volume 3 of The History of Sexuality. Nova York: Pantheon Books, 1986.
HIGGS, Kerry. Collision Course. Endless Growth on a Finite Planet. Londres: The MIT Press, 2014.
HOMER, Sean. Jacques Lacan. Nova York: Routledge, 2015.
HUANG, Shuzhen; WONG, Terrie Siang-Ting. ‘More coming out, bigger market’: Queer visibility and queer subjectivity in the Chinese pink market. Queer Studies in Media & Popular Culture, v. 4, n. 3, p. 287-302, 2019. DOI: 10.1386/qsmpc_00013_1.
JAROSZ, Lucy. Constructing the Dark Continent: Metaphor as Geographic Representation of Africa. Human Geography, v. 74, n.2, p.105-115. 1992.
LACAN, Jacques. On Feminine Sexuality. The limits of Love and Knowledge. Book XX. Nova York: W. W. Norton & Company. 1999 [1975].
LITTLER, Jo. Radical consumption: Shopping for change in contemporary culture. Berkshire: Open University, 2009.
McCARTHY, Breda; LIU, Hong Bo. Food waste and the ‘green’ consumer. Australasian Marketing Journal, p. 1-7, 2017. DOI: 10.1016/j.ausmj.2017.04.007.
McGOWAN, Todd. Capitalism and Desire. Nova York: Columbia University Press, 2016.
NICKEL, Patricia Mooney; EIKENBERRY, Angela M. A Critique of the Discourse of Marketized Philanthropy. American Behavioral Scientist, v. 52, n. 7, p. 474-989, 2009. DOI: 10.1177/0002764208327670.
RANCIÈRE, Jacques. Le spectateur émancipé. Paris: La fabrique, 2008.
RANCIÈRE, Jacques. Dissenso. In: Adauto NOVAES (org.). A crise da razão. São Paulo: Schwarcz, 1996.
RICHEY, Lisa Ann; PONTE, Stefano. Brand Aid: Shopping Well to Save the World. Londres: University of Minnesota Press, 2011.
RICHEY, Lisa Ann; PONTE, Stefano. Better (Red)TM than Dead? Celebrities, Consumption and International Aid. Third World Quarterly, v. 29, n. 4, p. 711-729, 2008.
RIFKIN, Jeremy. The Age of Access. Nova York: Jeremy P. Tarcher/Putmam, 2000.
ROY, Poritosh et al. Evolution of drinking straws and their environmental, economic and societal implications. Journal of Cleaner Production, v. 316, 2021. DOI: 10.1016/j.jclepro.2021.128234.
SLATER, Don. Consumer Culture and Modernity. Malden: Blackwell Publishers Inc., 2002.
STAVRAKAKIS, Yanis. The Consumerist ‘Politics of Jouissance’ and the Fantasy of Advertising. In: The Lacanian Left. Edinburgo: Edinburgh University Press, 2007.
WEEMS JR., Robert E. “Bling-bling” and Other Recent Trends in African American Consumerism. IN: Cecilia A CONRAD et al. (ed.). African Americans in the US Economy. p. 252-257. Oxford: Rowman & Littlefield, 2005.
WILDE, Oscar. The Soul of Man Under Socialism. Nova York: Max N. Maisel, 1915.
WIRGAU, Jessica S. et al. Is Business Discourse Colonizing Philanthropy? A Critical Discourse Analysis of (PRODUCT) RED. Voluntas, v. 21, p. 611-630, 2010. DOI: 10.1007/s11266-010-9122-z.
YIN, Robert K. Case Study Research. Design and Methods. 3a edição. Londres: Sage, 2003.
ZIESEMER, Florence et al. Young People as Drivers or Inhibitors of the Sustainability Movement: The Case of Anti-Consumption. Journal of Consumer Policy, v. 44, p. 427-453, 2021. DOI: 10.1007/s10603-021-09489-x.
ŽIŽEK, Slavoj. Too Late to Awaken. Londres: Penguin Books, 2023.
ŽIŽEK, Slavoj. First as Tragedy, Then as Farce. Londres: Verso, 2009a.
ŽIŽEK, Slavoj. The Sublime Object of Ideology. 2a edição. Londres: Verso, 2009b.
ŽIŽEK, Slavoj. The Plague of Fantasies. 2a edição. Londres: Verso, 2008.
ŽIŽEK, Slavoj. The Ticklish Subject. Londres: Verso, 2000.
Publicado
Número
Sección
Licencia
Derechos de autor 2024 Thiago Costa
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Los autores/as conservarán sus derechos de autor y garantizarán a la revista el derecho de primera publicación de su obra, el cuál estará simultáneamente sujeto a la Licencia Creative Commons CC BY-NC-SA.
