Agro é POP ou a Globo é agro?: relações de poder e dominação através da construção das narrativas de riqueza e dos padrões de consumo pela comunicação midiatizada do campo da agropecuária

Abstract

The thesis analyzed the relations of power and domination in the field of agriculture through the construction of narratives and consumption patterns through the communication of the hegemonic agents that integrate the media field, represented by Rede Globo in partnership with the field of the Market and the State. The hypothesis was constituted with the assertion that the belief in the wealth narratives built by the mediatized communication of agribusiness enables the agreement of a hegemonic model of development based on neoextractivism, colonial thought and the Cartesian-materialist paradigm, forging a consumer awareness of society agents. Theoretical and methodological references of the concepts of field, habitus and beliefs of Pierre Bourdieu, Foucault's Power, Kotler's marketing and Bernays' advertising, consumer awareness with the theories of Hegel and Jung, paradigms and development narratives with Rist and Korten, field of development and Amazon with Castro, veganism with Singer and Ferrigno, among others. 103 videos from the “Agro: the industry-wealth of Brazil” campaign were analyzed, as well as other communication materials from the broadcaster, using the media analysis methodology of Leach and Liakopoulos. The thesis demonstrated that Rede Globo, in addition to being a powerful member of the media field, also integrates the market field, these agents being the most dominant within the field of agriculture and livestock, together with the State, whose exercise of power constitutes the construction of standards of consumption and the narrative that constitutes the development model, in a process legitimized and validated by the agents of society, consumers. It was also demonstrated that there is a part of the agent that acts contrary to the rules of the field, exercising an anti-hegemonic consumption capable of promoting a disturbance within the field and the creation of new economic and social dynamics by hegemonic and non hegemonic agents . It was also concluded that the change in the development models involves changing the paradigm of reality, arising from the collective and individual change in consumer awareness. Following the model based on the Cartesian materialist hegemonic paradigm, there is the possibility of real and effective change in economic and development models for a truly harmonious result between economic production, preservation of the environment and respect for the other species that make up the Earth's biosphere. The thesis concludes that the change in the development models does not depend on the ideological change in the control of the hegemonic agents that are in power, and is linked to the conformation of the collective conscience, product of the individual conscience, which is validator of the paradigm.