Da industrialização do natural ao ativismo da alimentação saudável: mediações simbolícas e estéticas em tempos de conectividades digitais.

Abstract

The greening of food demands and the politicization of food consumption led to the emergence of both a market for commercialized products as natural and healthy and a food activism that problematizes the forms of food production in the world, with its high ecological costs, high standards of food insecurity and nutritional and increasing exclusion of small farmers. In the context of research efforts in the socio-anthropology of consumption and critical studies of food, this thesis aims to: a) analyze the symbolic, aesthetic and discursive elements mobilized in the marketing and advertising strategies of industrial products classified under the label of natural, organic, integral, non-artificial, agroecological, without additives, artisanal, among other qualifications; and b) apprehend connectivity and cultural practices shared between entrepreneurs and ventures involved in a network of digital food activism on the Instagram platform, who participate in the market or economy of natural food in Brazil. From these objectives, it was possible to apprehend efforts of aesthetic re-elaboration (gourmetization) of food products, associated with images of a more natural life and speeches that extrapolate the act of eating from the strict nutritional dimension. In this task, we elaborate the concepts of “iᴛdustrializatiᴜᴛ ᴜf the ᴛatural” aᴛd “eᴛtrepreᴛeurial activism” ᴜf healthy eatiᴛg. The research gathered and analyzed speeches and packaging of industrial products sold as natural/healthy and also images and speeches conveyed by profiles on the Instagram platform participating in a network of digital activism formed by entrepreneurs and healthy eating ventures.