Immaginare il «capitale delle relazioni». Comunicazione e identità visiva nei Gruppi d’acquisto solidale

Contemporary social movements focused on environmental and social sustainability, present an emerging need to combine, at least at a symbolic level, the changes in policies with profound transformations in everyday life and, therefore, a need to combine these lifestyle changes with corresponding imagery. The article presents a research on communication (websites, social media and visual identity) of 76 GAS, Solidarity Purchase Groups, active in Italy; among the numerous practices of political consumerism this requires more stable forms of engagement. The results outline a connected and dispersed movement, varying between the mistrust towards the visual culture and the construction of narratives consistent with their founding values.