Open Journal of Social Sciences, 2018, 6, 318-332 http://www.scirp.org/journal/jss ISSN Online: 2327-5960 ISSN Print: 2327-5952 Social Business in the Logic of Capitalism Rhizomatic: Alternative of Resistance or Trademark Modeling? Giselle Gama Torres Ferreira * , Fred Tavares, Jefferson Fernando, Eliane Monteiro de Almeida Eicos Program (Psychos Sociology of Communities and Social Ecology, Institute of Psychology), Federal University of Rio de Ja- neiro (UFRJ), Rio de Janeiro, Brazil 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 con- text, a new concept of management called social business arises, which seeks to develop market solutions that can contribute to reduce the inherent con- sequences 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. How- ever, 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 con- sumer society aligns with the proposal of overcoming environmental and so- cial 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 Capital- ism, 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 qu- alitative, 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 move- ment from a case study carried out through the application of the Content How to cite this paper: Ferreira, G.G.T., Tavares, F., Fernando, J. and de Almeida, E.M. (2018) Social Business in the Logic of Capitalism Rhizomatic: Alternative of Re- sistance or Trademark Modeling? Open Journal of Social Sciences, 6, 318-332. https://doi.org/10.4236/jss.2018.69022 Received: July 31, 2018 Accepted: September 27, 2018 Published: September 30, 2018 Copyright © 2018 by authors and Scientific Research Publishing Inc. This work is licensed under the Creative Commons Attribution International License (CC BY 4.0). http://creativecommons.org/licenses/by/4.0/ Open Access DOI: 10.4236/jss.2018.69022 Sep. 30, 2018 318 Open Journal of Social Sciences