Social Business in the Logic of Capitalism Rhizomatic: Alternative of Resistance or Trademark Modeling?

Abstract

Significant changes in the social, political, economic and environmental structures that affect the individual and the environment that surrounds him are observed in contemporary times. In this new logic, alternatives emerge from business models that act directly on social tensions and may or may not impact the individual and the environment that surrounds them. In this context, a new concept of management called social business arises, which seeks to develop market solutions that can contribute to reduce the inherent consequences of social and environmental problems. In this kind of business proposal, profit is not an end in itself but a means to generate solutions that help reduce poverty, social inequality and environmental degradation. However, the consumer society, which has as its backdrop Rhizomatic Capitalism, reveals that the issues inherent in nature and the social problematic can be appropriated as a strategic tool to feed the marketing logic in favor of capital. Therefore, the purpose of this paper is to analyze whether or not the social business management in less affluent communities in the context of the consumer society aligns with the proposal of overcoming environmental and social problems from the discussion of authors such as Deleuze, Guattari and others who with these dialogues. It is questioned whether the development of social business can be observed from the perspective of Rhizomatic Capitalism, which adapts itself to incite new brand models produced and reproduced in the market, multiplying subjectivities even more rooted in consumption and profit. Therefore, this research discusses, from a clipping, a look at the social business creation movement in Brazil. The methodology adopted is qualitative, bibliographical and documentary exploratory research. From the theoretical framework constructed, campaigns, social media and reports from the Moradigna startup are analyzed. The idea is to build a look at this movement from a case study carried out through the application of the Content Analysis method inspired by the precepts of Bardin. It is identified, through this study, a possible applicability of projects installed under the social business model as well as the aspect that assumes in the context of the Consumer Society. From this crop, this research aims to analyze and identify some clues about the potential and consistency of Social Affairs as alternative business models and of resistance to the logic of profit or as mere movement of reproduction of the consumer models installed contemporaneity.

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