A propaganda oficial no Acre e o reforço de uma identidade florestal

Abstract

In the early 1990s the militants of the Workers Party in Acre understood that only by conquering the institutional political power would be possible to reorient the direction of regional development that throughout its history has been subject to development projects of the central government. Still under the impact of the death of Chico Mendes and influenced by the proposals and accomplishments of the "People of the Forest", a group of militants began to articulate a political project that had among its objectives rescue Acre identity understood that enjoy little unity. For both of the axes of its activities would occur in the field of communication with the public policy of mass eigenvalues and symbols acreanidade. In winning the vote by the state government in 1999 this project was put in place and a whole series of coordinated actions with other public policies reformed the value given to the forest and its traditional peoples. Referenced authors in the so-called Cultural Studies this study sought to recognize between essentialist and constructivist positions of identity in which pole stood the project of cultural identity set in motion by the state government. To elect both a sample of advertisements and establish a frequency drives symbols referenced in the Indians, rubber tappers and the forest in official advertisements. Also we proposed to trace a brief narrative of the history of the "People of the Forest" and the emergence of the Workers Party as the main political force in the state of Acre. The result of this work led us to conclude that the use of historical essentialism were the keynote of advertising messages subordinating other possible representations of cultural identity that apparently tended to win spaces in successive governments.