Agroestratégias e as lutas pela (des)construção de imaginários sociais na região ecológica do babaçu

Abstract

This master's dissertation examines the agribusiness strategies and the struggles for (de)construction of social imaginaries in the babaçu ecological region. Among the issues discussed, the use of mass television by agribusiness to convince the general population that agribusiness is the path to developing the country stands out. The study also analyzes the intrinsic relationship between traditional communities and family farming, presenting the perceptions of babaçu nut breaker women in the process of deconstructing agribusiness strategies in the state of Maranhão. To this end, readings of the publications of the narratives of babaçu nut breaker women from the New Social Cartography of the Amazon project were carried out, as well as an interview with the president of FETAEMA (Federation of Rural Workers, Farmers, and Family Farmers of the State of Maranhão). Who has never been enchanted by the idyllic image of a smiling farmer, surrounded by a happy family and exuberant nature? This idealized representation of agribusiness permeates our daily lives, shaping our perception of the countryside and the food we consume. But to what extent does this romanticized image reflect the complexity of Brazilian agribusiness and its socio-environmental impacts? This research sought to confront the conceptions of "development" constantly used in the discourse of the "agro industry" with the perceptions of babaçu nut breaker women who face its effects on a daily basis. By uncovering the advertising strategies that construct this narrative, the study analyzes how commercials shape the opinions of not only consumers but also politicians, farmers, and activists. It was found that the discursive construction of the "Agro, the Wealth Industry of Brazil" campaign is based on the repetition of the message "agro is pop, tech, it's everything," with the aim of naturalizing the association between agribusiness and food security. This discursive strategy, by simplifying a complex issue, contributes to the formation of a public opinion favorable to the agricultural sector, even at the expense of a more critical analysis of its social and environmental implications.