The discursive annulment of environmental conflicts in the Agro: Brazil's industry-wealth campaign

Detalhes bibliográficos
Autor(a) principal: Melo, Bianca
Data de Publicação: 2022
Outros Autores: Medeiros, Priscila
Tipo de documento: Artigo
Idioma: por
Título da fonte: Cadernos de Comunicação (Online)
Texto Completo: http://periodicos.ufsm.br/ccomunicacao/article/view/68993
Resumo: The present work aims to carry out a discourse analysis of the spots of the Agro: the industry-wealth of Brazil campaign, broadcasted by Rede Globo in its television programming during commercial breaks, between 2016 and 2021. In its elaboration, a historical review on the use of pesticides in agriculture through the Green Revolution was carried out. The paper also considered studies on their harm to the environment and human health, a brief approach to the relationship between media and agribusiness in Brazil, with a focus on Rede Globo. The corpus of anaçysis consists of spots broadcast over a period of one year (June 2020 to June 2021), analyzed in the light of the French-line AD. The different relationships between the Discursive Formations within each object, the patterns based on the marketing strategies present in the pieces, and the meaning effects of the campaign on society were observed. Our main conclusion is that the campaign acts as a means of discursive cancellation of socio-environmental conflicts involving agribusiness.
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spelling The discursive annulment of environmental conflicts in the Agro: Brazil's industry-wealth campaignLa anulación discursiva de los conflictos ambientales en la campaña Agro: la industria-riqueza de BrasilA A anulação discursiva dos conflitos ambientais na campanha Agro: a indústria-riqueza do BrasilAgronegócioAnálise de DiscursoTV GloboAgribusinessDiscourse AnalysisGlobo TelevisionAgronegociosAnálisis del discursoTV GloboThe present work aims to carry out a discourse analysis of the spots of the Agro: the industry-wealth of Brazil campaign, broadcasted by Rede Globo in its television programming during commercial breaks, between 2016 and 2021. In its elaboration, a historical review on the use of pesticides in agriculture through the Green Revolution was carried out. The paper also considered studies on their harm to the environment and human health, a brief approach to the relationship between media and agribusiness in Brazil, with a focus on Rede Globo. The corpus of anaçysis consists of spots broadcast over a period of one year (June 2020 to June 2021), analyzed in the light of the French-line AD. The different relationships between the Discursive Formations within each object, the patterns based on the marketing strategies present in the pieces, and the meaning effects of the campaign on society were observed. Our main conclusion is that the campaign acts as a means of discursive cancellation of socio-environmental conflicts involving agribusiness.El presente trabajo tiene como objetivo realizar un análisis discursivo de los spots de la campaña Agro: la industria-riqueza de Brasil, transmitida por Rede Globo en su programación televisiva durante las pausas comerciales, entre 2016 y el año 2021. En su En su elaboración, se realizó una revisión histórica sobre el uso de plaguicidas en la agricultura a través de la Revolución Verde, estudios sobre su daño al medio ambiente y la salud humana, un breve acercamiento a la relación entre los medios de comunicación y la agroindustria en Brasil, con un enfoque en Rede Globo y, finalmente, la selección del corpus, que consiste en anuncios emitidos durante un período de un año (junio de 2020 a junio de 2021), analizados a la luz de la línea francesa AD. Se observaron las diferentes relaciones entre las Formaciones Discursivas dentro de cada objeto, los patrones basados ​​en las estrategias de marketing presentes en las piezas y los efectos de significado de la campaña en la sociedad. Nuestra principal conclusión es que la campaña actúa como un medio de cancelación discursiva de los conflictos socioambientales que involucran a la agroindustria.O presente trabalho tem como objetivo realizar uma análise de discurso dos spots da campanha Agro: a indústria-riqueza do Brasil, veiculada pela Rede Globo em sua programação televisiva durante os intervalos comerciais, entre 2016 até o ano de 2021. Em sua elaboração, foram realizados um resgate histórico sobre o uso de agrotóxicos na agricultura por meio da Revolução Verde, estudos acerca de seus malefícios para o meio ambiente e para a saúde humana, uma breve abordagem da relação entre mídia e agronegócio no Brasil, com foco na Rede Globo, e por fim, a seleção do corpus, que consiste em spots veiculados no período de um ano (junho de 2020 a junho de 2021), analisados à luz da AD de linha francesa. Foram observadas as diferentes relações entre as Formações Discursivas no interior de cada objeto, os padrões baseados nas estratégias de marketing presentes nas peças, e os efeitos de sentido da campanha na sociedade. Nossa principal conclusão é que campanha atua como um meio de anulação discursiva dos conflitos socioambientais envolvendo o agronegócio.Universidade Federal de Santa Maria2022-09-07info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://periodicos.ufsm.br/ccomunicacao/article/view/6899310.5902/2316882X68993Cadernos de Comunicação; v. 26 n. 2 (2022)2316-882X1677-9061reponame:Cadernos de Comunicação (Online)instname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMporhttp://periodicos.ufsm.br/ccomunicacao/article/view/68993/48841http://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessMelo, BiancaMedeiros, Priscila2022-09-07T21:47:02Zoai:ojs.pkp.sfu.ca:article/68993Revistahttps://periodicos.ufsm.br/ccomunicacaoPUBhttps://periodicos.ufsm.br/ccomunicacao/oaiflavilisboa@gmail.com||flavilisboa@gmail.com2316-882X1677-9061opendoar:2022-09-07T21:47:02Cadernos de Comunicação (Online) - Universidade Federal de Santa Maria (UFSM)false
dc.title.none.fl_str_mv The discursive annulment of environmental conflicts in the Agro: Brazil's industry-wealth campaign
La anulación discursiva de los conflictos ambientales en la campaña Agro: la industria-riqueza de Brasil
A A anulação discursiva dos conflitos ambientais na campanha Agro: a indústria-riqueza do Brasil
title The discursive annulment of environmental conflicts in the Agro: Brazil's industry-wealth campaign
spellingShingle The discursive annulment of environmental conflicts in the Agro: Brazil's industry-wealth campaign
Melo, Bianca
Agronegócio
Análise de Discurso
TV Globo
Agribusiness
Discourse Analysis
Globo Television
Agronegocios
Análisis del discurso
TV Globo
title_short The discursive annulment of environmental conflicts in the Agro: Brazil's industry-wealth campaign
title_full The discursive annulment of environmental conflicts in the Agro: Brazil's industry-wealth campaign
title_fullStr The discursive annulment of environmental conflicts in the Agro: Brazil's industry-wealth campaign
title_full_unstemmed The discursive annulment of environmental conflicts in the Agro: Brazil's industry-wealth campaign
title_sort The discursive annulment of environmental conflicts in the Agro: Brazil's industry-wealth campaign
author Melo, Bianca
author_facet Melo, Bianca
Medeiros, Priscila
author_role author
author2 Medeiros, Priscila
author2_role author
dc.contributor.author.fl_str_mv Melo, Bianca
Medeiros, Priscila
dc.subject.por.fl_str_mv Agronegócio
Análise de Discurso
TV Globo
Agribusiness
Discourse Analysis
Globo Television
Agronegocios
Análisis del discurso
TV Globo
topic Agronegócio
Análise de Discurso
TV Globo
Agribusiness
Discourse Analysis
Globo Television
Agronegocios
Análisis del discurso
TV Globo
description The present work aims to carry out a discourse analysis of the spots of the Agro: the industry-wealth of Brazil campaign, broadcasted by Rede Globo in its television programming during commercial breaks, between 2016 and 2021. In its elaboration, a historical review on the use of pesticides in agriculture through the Green Revolution was carried out. The paper also considered studies on their harm to the environment and human health, a brief approach to the relationship between media and agribusiness in Brazil, with a focus on Rede Globo. The corpus of anaçysis consists of spots broadcast over a period of one year (June 2020 to June 2021), analyzed in the light of the French-line AD. The different relationships between the Discursive Formations within each object, the patterns based on the marketing strategies present in the pieces, and the meaning effects of the campaign on society were observed. Our main conclusion is that the campaign acts as a means of discursive cancellation of socio-environmental conflicts involving agribusiness.
publishDate 2022
dc.date.none.fl_str_mv 2022-09-07
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://periodicos.ufsm.br/ccomunicacao/article/view/68993
10.5902/2316882X68993
url http://periodicos.ufsm.br/ccomunicacao/article/view/68993
identifier_str_mv 10.5902/2316882X68993
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv http://periodicos.ufsm.br/ccomunicacao/article/view/68993/48841
dc.rights.driver.fl_str_mv http://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Santa Maria
publisher.none.fl_str_mv Universidade Federal de Santa Maria
dc.source.none.fl_str_mv Cadernos de Comunicação; v. 26 n. 2 (2022)
2316-882X
1677-9061
reponame:Cadernos de Comunicação (Online)
instname:Universidade Federal de Santa Maria (UFSM)
instacron:UFSM
instname_str Universidade Federal de Santa Maria (UFSM)
instacron_str UFSM
institution UFSM
reponame_str Cadernos de Comunicação (Online)
collection Cadernos de Comunicação (Online)
repository.name.fl_str_mv Cadernos de Comunicação (Online) - Universidade Federal de Santa Maria (UFSM)
repository.mail.fl_str_mv flavilisboa@gmail.com||flavilisboa@gmail.com
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