INDÚSTRIA CULTURAL DA SOCIEDADE DO DESEMPENHO: SENSIBILIZAÇÃO DO CONSUMO EXCESSIVO DE BEBIDAS ENERGÉTICAS NA ÓTICA DA REDUÇÃO DE DANOS

Doi: 10.47094/978-65-6036-888-0/61-70

PALAVRAS CHAVE: Bebidas Energéticas. Indústria Cultural. Redução de Danos.

KEYWORDS: Energy Drinks. Cultural Industry. Harm Reduction.

ABSTRACT:
In today’s capitalist society, the relentless pursuit of productivity and performance, as described by Byung Chul Han, can lead to health problems. The Cultural Industry encourages this pursuit and, at the same time, influences the consumption of energy drinks to increase physical and mental performance, thus improving productivity in studies, work and sports. These drinks promise to meet the demands of a performancefocused society, where 24 hours are not enough for all activities. This article aims to discuss how energy drink advertisements can be used to raise awareness among young people and adults about Harm Reduction from excessive consumption. Energy drink advertisements sell vitality and energy to viewers.

Autores

• Ayllin Martins Vancini Lima

• Francisco José Figueiredo Coelho

• João Paulo Cunha Parada