Emoção e consumo de moda sustentável na TV: uma análise do programa Desengaveta

Abstract

This work aims to understand the production of narratives that moralize the consumption of fashion today. Thus, within the universe of media products on the subject, we resort to the program Desengaveta, transmitted by the channel Gnt. The program has as its motto the participation of one celebrity per episode, invited to detach themselves from pieces of clothing, reviewing their own fashion consumption habits. All income from the sale of donations is reversed for social action. The main purpose was to answer the guiding question of this research: Starting from a thought about ethics in communication would it be possible to observe contradictions in the program's discourses about the moralities of fashion consumption? We made a cut in the narratives presented by the program privileging moralizing and redemption aspects, considered fundamental in the context of this research that are proposed to think fashion conscious consumption. Thus, for a better understanding of the analyzed material we use the methodology of categorization, inspired by Gilberto Velho (1989). The reference of the research relied on theorists from the fields of Communication, Fashion, Body, Emotion, Consumption, among others. We observe in the narratives analyzed and discussed how the program appropriates the issues of fashion consumption through the sustainability and social action bias as arguments to convince the celebrities to donate their pieces. Finally, we consider that in the context of the consumer society the Desengaveta fulfills the mission for which it was created by operating through narratives that moralize the consumption of fashion