O valor simbólico da Amazônia como ferramenta de poder: um estudo da sua força como marca

Abstract

This study aimed to research the extent to which the Amazon is seen as a brand and, consequently, how it has been explored. To this end, research mapping was carried out in the field of marketing, politics and entrepreneurship, seeking evidence of the presence of the Amazônia brand in interactive communication and media processes from the perspective of environmentalism. The research was methodologically based on studies known as country brand by Simon Anholt, adopting the concept of brand from a legal point of view in Brazil, according to the INPI, Guy Debord's concepts on the society of the spectacle, the concept of capitalocene with based on the studies of Jason W. Moore, as well as the notion of rhizome in Deleuze and Guattari. The perspective of Alliez and Lazzarato was also incorporated, for whom contemporary capitalism is structured as a war – not only military, but also economic, semiotic and ecological – in which the territory becomes a strategic tool of power. From this perspective, the Amazon, as a symbol and resource, is mobilized within the logic of capitalist war that is waged through the symbolic and market appropriation of nature. The main results demonstrated that the Amazon is adopted, to a large extent, by some organizations that rely on their representation to leverage an environmentalist identity and, consequently, increase their added value. It is expected that the results and evidence demonstrated in this material will serve as a basis for future studies, greater lucidity and scientific contribution to the topic, as well as parameters for the elaboration of different projects and strategies so that the Amazon is seen as a territorial heritage, in a to bring discourses closer together with less antagonistic narratives and more harmonious transversal discourses. In addition to, above all, allowing a reflection on the exercise of capitalism, in a certain way, more balanced