About sustainability as a liberal-capitalist fantasy: from the green plug towards the ecology without nature
DOI:
https://doi.org/10.15448/1980-3729.2015.3.20552Keywords:
Sustainability, Business magazines, ComunicationAbstract
This research examines the ways through which mediatic devices specialized in economics and business deal with the tension between the liberal capitalist discourse, which underpins its communication contracts, and the environmental crisis. To this end, 629 texts on the theme environment published over a 12-month period in the magazines Exame, IstoÉ Dinheiro and Época Negócios were analyzed. The research revealed that the discourse on corporate sustainability has become the ideological fantasy that supports hegemonic capitalism. Pundits are putting a semiotic cork on news about the environmental crisis, erecting upon it overtones of sustainability. Thus, ecologist antagonisms that could represent threats to the contract are not only absorbed but also become the nodal point of neo-capitalist ideology, with the promise that economic growth points to a green and clean future. The discourse theory employed in this analysis was based on Laclau, Mouffe and Žižek.Downloads
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