Greenwashing and the mith of sustainability in fashion: alienation and commodity fetishism
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, espec...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2022 |
| País: | Brasil |
| Institución: | Universidade do Estado de Santa Catarina (UDESC) |
| Repositorio: | Revista de Ensino em Artes, Moda e Design |
| Idioma: | portugués |
| OAI Identifier: | oai::article/20131 |
| Acceso en línea: | https://www.revistas.udesc.br/index.php/ensinarmode/article/view/20131 |
| Access Level: | acceso abierto |
| Palabra clave: | greenwashing sustainability myth commodity fetishism fetichismo de la mercancia mito de la sostenibilidad Greenwashing Mito da sustentabilidade fetichismo da mercadoria |
| Sumario: | 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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