Greenwashing and the mith of sustainability in fashion: alienation and commodity fetishism

Detalhes bibliográficos
Autor(a) principal: Benetti, Luciana Paula
Data de Publicação: 2022
Outros Autores: Held, Maria Sílvia Barros de
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista de Ensino em Artes, Moda e Design
Texto Completo: https://www.revistas.udesc.br/index.php/ensinarmode/article/view/20131
Resumo: The sustainability myth, along with greenwashing, are alienation tools used by the market in order to divert attention from the problems caused by the capitalist mode of production. The approach of the theme in this article reveals the contradictions inherent to the current socioeconomic form, especially in reference of the fashion spectrum, through the articulation of the concepts of commodity fetishism, alienation, use value and metabolic rift. As objective, is sought the intersection of discourses around sustainability in fashion through a socio-political approach in bibliographic review of theoretical specialists that help to demystify the capitalist mode of production. As result of the research, it is possible to demonstrate the insufficiency and contradictions of the narratives carried out by the fashion market, and the capitalist system in general, also identifying greenwashing practices in addition to the use of the sustainability myth as an instrument for validating predatory practices of capitalism as well in reference of the environment as the society.
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spelling Greenwashing and the mith of sustainability in fashion: alienation and commodity fetishismGreenwashing y el mito de la sostenabilidad em la moda: alienación y el fetichismo de la mercanciaGreenwashing e o mito da sustentabilidade na moda: alienação e fetichismo da mercadoriagreenwashingsustainability mythcommodity fetishismfetichismo de la mercanciagreenwashingmito de la sostenibilidadGreenwashingMito da sustentabilidadefetichismo da mercadoriaThe sustainability myth, along with greenwashing, are alienation tools used by the market in order to divert attention from the problems caused by the capitalist mode of production. The approach of the theme in this article reveals the contradictions inherent to the current socioeconomic form, especially in reference of the fashion spectrum, through the articulation of the concepts of commodity fetishism, alienation, use value and metabolic rift. As objective, is sought the intersection of discourses around sustainability in fashion through a socio-political approach in bibliographic review of theoretical specialists that help to demystify the capitalist mode of production. As result of the research, it is possible to demonstrate the insufficiency and contradictions of the narratives carried out by the fashion market, and the capitalist system in general, also identifying greenwashing practices in addition to the use of the sustainability myth as an instrument for validating predatory practices of capitalism as well in reference of the environment as the society.El mito de la sostenibilidad, junto con el greenwashing, son herramientas de alienación utilizadas por el mercado para desviar la atención de los problemas provocados por el modo de producción capitalista. El abordaje del tema en este artículo revela las contradicciones inherentes a la forma socioeconómica actual, especialmente en em referencia al espectro de la moda, a través de la articulación de los conceptos de fetichismo de la mercancía, alienación, valor de uso y fractura metabólica. Como objetivo, se busca la intersección de los discursos en torno de la sostenibilidad en la moda a través de un enfoque sociopolítico em revisión bibliográfica de especialistas teóricos que ayuden a desmitificar el modo de producción capitalista. Como resultado de la investigación, es posible demostrar la insuficiência y contradicciones de las narrativas hechas por el mercado de la moda, y el sistema capitalista en general, identificando también prácticas de greenwashing además del uso del mito de la sustentabilidad como instrumento de validación de las prácticas depredadoras del capitalismo, tanto en lo que respecta al medio ambiente como a la sociedad.O mito da sustentabilidade, juntamente com o greenwashing, são ferramentas de alienação utilizadas pelo mercado com o intuito de desviar a atenção dos problemas ambientais provocados pelo modo de produção capitalista. A abordagem do tema no presente artigo revela as contradições inerentes à forma socioeconômica vigente, especialmente no que tange ao espectro da moda, através da articulação dos conceitos de fetichismo da mercadoria, alienação, valor de uso e ruptura metabólica. Como objetivo, busca-se a intersecção dos discursos em torno da sustentabilidade na moda através de uma abordagem sociopolítica por meio de revisão bibliográfica de especialistas que auxiliem na desmistificação do modo de produção capitalista. Busca-se, portanto, demonstrar a insuficiência e as contradições das narrativas efetuadas pelo mercado da moda, e o sistema capitalista em geral, identificando também práticas de greenwashing, além da utilização do mito da sustentabilidade como instrumento de validação de práticas predatórias do sistema, tanto no que tange ao meio ambiente quanto à sociedade.Universidade do Estado de Santa Catarina2022-01-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistas.udesc.br/index.php/ensinarmode/article/view/2013110.5965/25944630612022e0131Revista de Ensino em Artes, Moda e Design; v. 6 n. 1 (2022): Dossiê 10: Educação, sabedoria popular e economia circular; 1-172594-463010.5965/259446306120220001reponame:Revista de Ensino em Artes, Moda e Designinstname:Universidade do Estado de Santa Catarina (UDESC)instacron:UDESCporhttps://www.revistas.udesc.br/index.php/ensinarmode/article/view/20131/13971Copyright (c) 2022 Luciana Paula Benetti, M. Sílvia Barros de Heldhttps://creativecommons.org/licenses/by/4.0/deed.ptinfo:eu-repo/semantics/openAccessBenetti, Luciana PaulaHeld, Maria Sílvia Barros de2024-02-29T12:39:52Zoai::article/20131Revistahttps://www.revistas.udesc.br/index.php/ensinarmode/indexPUBhttps://www.revistas.udesc.br/index.php/Ensinarmode/oaireamd.ceart@udesc.br || portal.periodicos@udesc.br2594-46302594-4630opendoar:2024-02-29T12:39:52Revista de Ensino em Artes, Moda e Design - Universidade do Estado de Santa Catarina (UDESC)false
dc.title.none.fl_str_mv Greenwashing and the mith of sustainability in fashion: alienation and commodity fetishism
Greenwashing y el mito de la sostenabilidad em la moda: alienación y el fetichismo de la mercancia
Greenwashing e o mito da sustentabilidade na moda: alienação e fetichismo da mercadoria
title Greenwashing and the mith of sustainability in fashion: alienation and commodity fetishism
spellingShingle Greenwashing and the mith of sustainability in fashion: alienation and commodity fetishism
Benetti, Luciana Paula
greenwashing
sustainability myth
commodity fetishism
fetichismo de la mercancia
greenwashing
mito de la sostenibilidad
Greenwashing
Mito da sustentabilidade
fetichismo da mercadoria
title_short Greenwashing and the mith of sustainability in fashion: alienation and commodity fetishism
title_full Greenwashing and the mith of sustainability in fashion: alienation and commodity fetishism
title_fullStr Greenwashing and the mith of sustainability in fashion: alienation and commodity fetishism
title_full_unstemmed Greenwashing and the mith of sustainability in fashion: alienation and commodity fetishism
title_sort Greenwashing and the mith of sustainability in fashion: alienation and commodity fetishism
author Benetti, Luciana Paula
author_facet Benetti, Luciana Paula
Held, Maria Sílvia Barros de
author_role author
author2 Held, Maria Sílvia Barros de
author2_role author
dc.contributor.author.fl_str_mv Benetti, Luciana Paula
Held, Maria Sílvia Barros de
dc.subject.por.fl_str_mv greenwashing
sustainability myth
commodity fetishism
fetichismo de la mercancia
greenwashing
mito de la sostenibilidad
Greenwashing
Mito da sustentabilidade
fetichismo da mercadoria
topic greenwashing
sustainability myth
commodity fetishism
fetichismo de la mercancia
greenwashing
mito de la sostenibilidad
Greenwashing
Mito da sustentabilidade
fetichismo da mercadoria
description The sustainability myth, along with greenwashing, are alienation tools used by the market in order to divert attention from the problems caused by the capitalist mode of production. The approach of the theme in this article reveals the contradictions inherent to the current socioeconomic form, especially in reference of the fashion spectrum, through the articulation of the concepts of commodity fetishism, alienation, use value and metabolic rift. As objective, is sought the intersection of discourses around sustainability in fashion through a socio-political approach in bibliographic review of theoretical specialists that help to demystify the capitalist mode of production. As result of the research, it is possible to demonstrate the insufficiency and contradictions of the narratives carried out by the fashion market, and the capitalist system in general, also identifying greenwashing practices in addition to the use of the sustainability myth as an instrument for validating predatory practices of capitalism as well in reference of the environment as the society.
publishDate 2022
dc.date.none.fl_str_mv 2022-01-31
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.udesc.br/index.php/ensinarmode/article/view/20131
10.5965/25944630612022e0131
url https://www.revistas.udesc.br/index.php/ensinarmode/article/view/20131
identifier_str_mv 10.5965/25944630612022e0131
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.udesc.br/index.php/ensinarmode/article/view/20131/13971
dc.rights.driver.fl_str_mv Copyright (c) 2022 Luciana Paula Benetti, M. Sílvia Barros de Held
https://creativecommons.org/licenses/by/4.0/deed.pt
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Luciana Paula Benetti, M. Sílvia Barros de Held
https://creativecommons.org/licenses/by/4.0/deed.pt
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
publisher.none.fl_str_mv Universidade do Estado de Santa Catarina
dc.source.none.fl_str_mv Revista de Ensino em Artes, Moda e Design; v. 6 n. 1 (2022): Dossiê 10: Educação, sabedoria popular e economia circular; 1-17
2594-4630
10.5965/259446306120220001
reponame:Revista de Ensino em Artes, Moda e Design
instname:Universidade do Estado de Santa Catarina (UDESC)
instacron:UDESC
instname_str Universidade do Estado de Santa Catarina (UDESC)
instacron_str UDESC
institution UDESC
reponame_str Revista de Ensino em Artes, Moda e Design
collection Revista de Ensino em Artes, Moda e Design
repository.name.fl_str_mv Revista de Ensino em Artes, Moda e Design - Universidade do Estado de Santa Catarina (UDESC)
repository.mail.fl_str_mv reamd.ceart@udesc.br || portal.periodicos@udesc.br
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