Propaganda “Agro, a indústria-riqueza”: uma análise da (re)produção de sentidos sobre a agricultura familiar

Abstract

Brazil, a country with a history full of fights in and for the land, now turns into the media spotlight because of the success of the agribusiness. In the attempt to make this success visible, major TV broadcasters produce materialities that put the “everything” that is agribusiness into circulation, one of which is Rede Globo. For this reason, taking as our corpus the advertisement “Agro, the industry-wealth of Brazil. Family farming is Agro”, we seek to analyze how the (re) production of meanings about family farming happens in the discourse of/in the media and understand how the relation of meanings between agribusiness and family farming is projected by advertising. For that, we affiliate with the Discourse Analysis of French matrix, founded by Michel Pêcheux, which takes the discourse on its opacity and heterogeneity, based on certain conditions of production. From this theoretical methodological perspective, we will see how the discourse of / in the media has an effect of completeness and wholeness, seeking to erase certain meanings in detriment of others and, consequently, displacing what would be family farming in favor of an effect of unity in the Brazilian agrarian scenario. Therefore, our study focuses on agrarian conflicts, which cross not only our territory, but, mainly, our language.