Submitted by Celso Magalhaes (celsomagalhaes@ufrrj.br) on 2018-08-20T15:16:29Z No. of bitstreams: 1 2009 - Elaine Vieira Lacerda.pdf: 2245011 bytes, checksum: 5a1b3471f7a828b912bae5ca7e93279b (MD5) / Made available in DSpace on 2018-08-20T15:16:29Z (GMT). No. of bitstreams: 1 2009 - Elaine Vieira Lacerda.pdf: 2245011 bytes, checksum: 5a1b3471f7a828b912bae5ca7e93279b (MD5) Previous issue date: 2009-12-18 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES / This dissertation has the objective to exam the Sistemic Ideology of the Agroneg?cio in the Brazilian Agribusiness Association, as well as, the action of the mentioned Association in the search for a institutionality formatation favourable to the organizational model broadcasted by the Agribusiness idea, which has been, in the last time, reframed as Sustentable Agricultural. An Exercise that reflects a continous effort to the construction and consolidation of the rural business hegemony in a capital imagetization context, where marketing specialists assume a fundamental role in the conflictive production of consensus. The mentioned object was examined through the Gramscian reference, once that, it permits dealing with the fundamental elements in the apprehension of the process for the construction of the hegemony. In this direction, the ABAG ideologics structures relevances were considered and its authors/actors action in the contest for the brazilian New Rural definition, materialized organically in a System figure. My analysis is in the period that comprehends from 1990 untill 2008. This period is marked by changes, result of the technical agricultural basis modernization, which has impacted profoundely the social relationships. Context in which to think about the power relations identifying the legitimizing basis of one of the politics actors of the brazilian rural business, assumes the strategic function to make us understand a scheme subjected to hybris and marked by the continous fight for hegemony / Esta disserta??o tem como objetivo examinar a Ideologia Sist?mica do Agroneg?cio na Associa??o Brasileira de Agribusiness, bem como a a??o da referida Associa??o na busca pela formata??o de uma institucionalidade favor?vel ao modelo organizacional difundido pelo conceito de Agribusiness o qual tem sido, nos ?ltimos tempos, ressignificado enquanto Agricultura Sustent?vel. Exerc?cio que reflete um esfor?o cont?nuo para a constru??o e consolida??o da hegemonia do empresariado rural num contexto de imagetiza??o do capital, onde especialistas em marketing assumem papel fundamental na produ??o conflitiva do consenso. O referido objeto foi examinado ? luz do referencial gramsciano uma vez que este permite tratar dos elementos fundamentais na apreens?o do processo de constru??o da hegemonia. Nesse sentido, foram consideradas a relev?ncia das estruturas ideol?gicas da ABAG e a a??o de seus autores/atores num contexto de defini??o do Novo Rural brasileiro, organicamente materializado na figura de um Sistema. Minha an?lise encontra-se circunscrita ao per?odo que compreende os anos de 1990 at? o ano de 2008. Per?odo marcado por modifica??es, fruto da moderniza??o de base t?cnica da agricultura, as quais t?m impactado profundamente as rela??es sociais. Contexto no qual refletir sobre as rela??es de poder identificando os fundamentos legitimadores de um dos atores pol?ticos do empresariado rural brasileiro, assume fun??o estrat?gica para compreendermos um regime sujeito ? hybris e marcado pela constante luta por hegemonia