As novas formas da cultura de comunicação do agronegócio : o movimento Agroligadas

Abstract

The present work analyzes the performance of public figures in an event in the contemporary context. A new women's movement linked to agribusiness culture in Mato Grosso: the Agroligadas. Led by women who work directly in this economic sector and/or who are part of the families of large rural entrepreneurs, this movement has the idea of defending, through the eyes of women, the values of agribusiness. A women's movement, in the male universe of the Rural World, that does not deal with issues of feminism, but above all with the defense of businesses of interest to the sector. This defense is made in the media, on their social networks and in radio productions that Agroligadas leaders present to their audiences. Our reasoning starts from the relational paradigm of communication by Vera França (2001). The operating concepts are feminism with Maria João Silveirinha (2016), Chimamanda Adichie (2015) and Maristela Carneiro (2021) and performance with Erving Goffman (2009). Our corpus gathers clippings from radio shows, podcasts, interviews and publications on social networks. Our guiding questions: how do Agroligadas situate the concept of feminism? What values are put into action in your media performances? What communicative strategies do they trigger in their interactions? In our findings, we point out that women in the movement feel uncomfortable in discussing the condition of women and feminism. At the same time, they are comfortable with the condition of acting as a “bridge” between rural and urban areas, in defense of the dominant modes of production and the logic of agribusiness.