The unattainable goal of intangible assets and the social consequences: from The True Cost to Free Fashion

Authors

  • Patrícia Gonçalves Saldanha Universidade Federal Fluminense. Programa de Pós-graduação em Mídia e Cotidiano. Laboratório de Investigação de Comunicação Comunitária e Publicidade Social (Laccops). Niterói, RJ. Brasil. http://orcid.org/0000-0002-7041-129X
  • Eduardo Aguiar Assis Universidade Federal Fluminense. Programa de Pós-graduação em Mídia e Cotidiano (PPGMC). Niterói, RJ. Brasil.

DOI:

https://doi.org/10.29397/reciis.v10i3.1110

Keywords:

brand consumption, immaterial capital, intangible value, social advertising, fair trade, social consequences.

Abstract

This article aims to reflect theoretically on the unrestrained pursuit of valorization of brands of large companies in the segment fast fashion, in contrast to the social consequences generated for the society itself that consumes products of these same brands.The starting point for analysis is what Max Weber calls the “new spirit of capitalism”, based on the André Gorz’s concept of “intangible capital”, and on the documentary The True Cost about the fashion industry. In contrast with the exacerbated consumerism, it is important to mention the emergence and propagation of social advertising as an alternative route that aims to provide the balance between all the people involved in the production chain, like what has been called fair trade.

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Published

2016-09-30

How to Cite

Saldanha, P. G., & Assis, E. A. (2016). The unattainable goal of intangible assets and the social consequences: from The True Cost to Free Fashion. Revista Eletrônica De Comunicação, Informação & Inovação Em Saúde, 10(3). https://doi.org/10.29397/reciis.v10i3.1110

Issue

Vol. 10 No. 3 (2016)

Section

Essays

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