Globo Rural: mito e realidade do homem do campo

Abstract

This study analyses the creation and recreation of social meaning concerning the rural environment. The process of creation and recreation that is studied is basically a result of the TV program Globo Rural through the images the program broadcasts as well as through the underlying social relations that constitute the program s identity. The analysis focuses on three main aspects: elements that characterize the origins of the program, the positioning of the program in Globo tv-network programs-grid and the self image that both the network and the journalism team have and project over the program. Out of this analysis, it s possible to recognize the hero of the rural world , an idealized man of the farm that becomes the main character of the television program. This creation is seen as foundational and legitimizing of the many dimensions of Globo tvnetwork general production. Underlying to the production and reproduction of technical knowledge and to the recognition of cultural practices in the real world, out of the analysis emerges the construction of a urbanized vision of nature and of what is rural that the journalism team communicates as the new rural . This new rural is pointed out by this study as a urbanized image of what is rural. Urbanization and taming of nature redefine meaning turning what was agriculture-oriented into nature-resembling. A product of the virtual nature and of the alleged legitimacy of the techno-scientific knowledge, the fads and life styles are reproduced in images of antagonism between rural and urban realities. Focused on the man the lives in the field, aspires for the field, exploits the field, makes a technical utilization of the field and transforms the field, images of Globo Rural have a three fold consequence: they generate new social significance, they influence the perceptions of viewers both rural and urban and they propagate the messages of both advertisers and sponsors that have to do with the activities of agribusiness.