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Previous issue date: 2007-02-26 / 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. / Este trabalho analisa a produ??o e a reprodu??o de significados sociais sobre o
mundo rural realizadas pela equipe jornal?stica do Programa Globo Rural a partir das
imagens veiculadas e das rela??es sociais constitutivas da identidade do Programa. S?o
examinados alguns indicadores da g?nese do Programa e sua localiza??o na Rede
Globo de Televis?o, bem como a auto-imagem que a equipe jornal?stica e a Rede Globo
t?m e veiculam sobre o pr?prio Programa. Desta an?lise surge a figura de um her?i do
campo: a imagem do homem rural idealizado que se torna protagonista do programa
televisivo. Esta imagem ? vista como um dos fundamentos legitimadores das diversas
dimens?es do produto televisivo que a Rede Globo produz e mercantiliza. Subjacente ?
produ??o e reprodu??o de saberes t?cnico-cient?ficos e de identifica??es de pr?ticas
culturais do mundo rural, emerge, na an?lise, a constru??o de uma imagem cultural
urbanizada, da natureza e do rural, que a equipe jornal?stica veicula como um novo
rural . Este novo rural , produzido pela cultura urbana-televisiva e pela equipe
jornal?stica do Globo Rural, ? destacado pela an?lise como uma imagem urbanizada do
rural. A urbaniza??o e a domestica??o da natureza aparecem ressignificando o rural
agr?cola em rural natureza. Produto da virtualidade e legitimidade dos processos e
saberes t?cnico-cient?ficos, a tecnifica??o do campo, os modismos e estilos de vida s?o
reproduzidos em imagens de realidades rurais e urbanas antag?nicas. Focadas no
homem que vive no campo, aspira o campo, explora o campo, tecnifica o campo e
transforma o campo, tais imagens presentes nos conte?dos do Globo Rural geram novos
sentidos sociais, alcan?am os telespectadores rurais e urbanos, e contemplam o universo
de anunciantes e patrocinadores que emergem das atividades do agroneg?cio.
| Identifer | oai:union.ndltd.org:IBICT/oai:localhost:tede/624 |
| Date | 26 February 2007 |
| Creators | ?boli, Renata do Lago |
| Contributors | Moreira, Roberto Jos? |
| Publisher | Universidade Federal Rural do Rio de Janeiro, Curso de P?s-Gradua??o em Desenvolvimento, Agricultura e Sociedade, UFRRJ, Brasil, Ci?ncias Sociais Aplicadas |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da UFRRJ, instname:Universidade Federal Rural do Rio de Janeiro, instacron:UFRRJ |
| Rights | info:eu-repo/semantics/openAccess |
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