Brands, affects, and sustainability: the mediatization of experience in NoMoo’s discourses on plant-based consumption

Abstract

This paper examines the discursive strategies of the Brazilian brand NoMoo, which operates in the plant-based food sector, focusing on how it constructs meanings around sustainability, innovation, and affectivity in digital media. The study adopts a qualitative approach grounded in Critical Discourse Analysis (Fairclough, 2003; 2008) and Cultural Studies (Hall, 2001; 2016), with emphasis on interdiscursivity and mediated experiences. The corpus includes content from NoMoo’s website and Instagram profile, featuring posts by partner influencers. The findings reveal how NoMoo crafts narratives that associate plant-based consumption with ethical, inclusive, and sustainable lifestyles, shedding light on the role of mediatization in contemporary cultural practices.