MODERNIDADE DISCRETA: O MUNDO RURAL BRASILEIRO NAS PÁGINAS DA REVISTA GLOBO RURAL (1985-2000)

Abstract

In this thesis, I explore the construction of narratives that propagate the idea of "new Brazilian rurality" and "new appreciation of the rural environment" by Globo Rural magazine in the 1980s and 2000s. I discuss the ideas as ecological agents, understanding this type of media production as a profile-definer and public public interests constructor linked to the contemporary rural world. Starting from a history related to perspectives and narratives about the Brazilian rural world, I especially analyze the incorporation of a particular speech that aimed at modernizing agriculture and the farmer, based on an idea of rurality that would subordinate the countryside to the city. Globo Rural magazine emerged in October 1985, a year that marked the end of the military dictatorship in Brazil and the reinforcement of the second redemocratization, in a historical context marked by the strengthening of environmental guidelines while at the same time there was a significant increase of the modernizing ideal. This analysis focuses on the period which I consider to be the first moment of the magazine's trajectory, starting from the premise that initially proposed the rural as an environment to live and produce including small producers, instrumentalizing them to enter the modernization and, in a secondmoment, the emphasis on agribusiness.