Agro é gente?a construção de consensos na comunicação do agronegócio à luz da teoria política do discurso

Resumo

The agribusiness sector has exhibited significant economic growth over the past two decades, with estimations indicating a contribution of approximately 30% to the national Gross Domestic Product (GDP). Despite these posite economic indicators, the sector faces substantial criticism, particularly regarding environmental and social impacts attributed to its activities. In response to these criticisms and to foster a more favorable perception of the sector, companies and representative organizations within agribusiness have undertaken communication campaigns. This research aims to comprehend the hegemonic strategies and consensus-building processes employed by agribusiness, utilizing the Political Discourse Theory as a theoretical framework and conducting a discursive analysis of the "Agro: de gente pra gente" campaign, launched by Rede Globo in 2022. The study seeks to contribute to the debate regarding corporate hegemony, particularly within neo-Gramscian studies in organizational studies. This work aims to contribute to the debate on corporate hegemony, especially within the context of neo-Gramscian studies in organizational studies. The main results indicate that the search for agribusiness hegemony is in the aggregation of groups that are historically marginalized by the sector.

Ficha do documento

Tipo

Dissertação

Ano

2024

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/35554

Temas

Dados

Palavras-chave

AgronegócioHegemoniaConsensoTeoria política do discursoComunicação corporativaAgribusinessHegemonyConsensus theoryPolitical discourse theoryCorporate communicationAdministração de empresasAgroindústriaConsenso (Ciências sociais)Comunicação nas organizaçõesRelações públicas