Consumo consciente e autorresponsabilização: uma leitura discursiva de políticas capitalistas para a crise ecológica

Abstract

This article, based on the theoretical, methodological and political framework of Discourse Analysis carried out by Michel Pêcheux, intends to investigate how the discursivity of self-responsibility and conscious consumption are closely articulated in policies for protecting the environment in societies governed by the capitalist method of production. For this purpose, we analyzed the advertising pieces The Crying Indian, made in 1971, and the conscious consumption campaign, made by the Brazilian federal government in 2021. Therefore, we observed how the discourses that make all people responsible for the ecological crisis dissimulate the functioning of the capitalist structure and its contradictions, thus contributing to reproduce the relations of production and signify climatical crisis events as natural.