O Jeca tatu não é mais jeca: representações sobre o rural nos anúncios veiculados na revista Globo Rural, entre 1980 e 2000

• Ano de defesa: 2010
• Autor(a) principal: Daniel, Laene Mucci
• Orientador(a): Amodeo, Nora Beatriz Presno
• Banca de defesa: Doula, Sheila Maria , Braga, Geraldo Magela
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Viçosa
• Programa de Pós-Graduação: Mestrado em Extensão Rural
• Departamento: Instituições sociais e desenvolvimento; Cultura, processos sociais e conhecimento
• País: BR
• Palavras-chave em Português: Propaganda rural; Anúncios da Globo Rural; Representação da propaganda rural
• Palavras-chave em Inglês: Rural advertisement; Announcements of Globe Rural; Representation of rural advertising
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO::RELACOES PUBLICAS E PROPAGANDA
• Link de acesso: http://locus.ufv.br/handle/123456789/4140

This work aims to examine how advertising, produced in printed media, represents rurality, observing their transformation through the 1980s, 1990s and 2000s, by analyzing the ads of the magazine Globo Rural. Through analyzing the ads, discourse and semiotic, it was sought to understand how representations about rurality have evolved. Consequently, there were analyzed all 384 ads corresponding to the magazines of March, June, September and December of the years 1988, 1998 and 2008. Throughout the analysis and comparison of the ads, the heterogeneity of representations of rurality was evident by the mark of temporality. In other words, as the context changes, representations follow and express their modifications. This evidence confirmed the hypothesis of this research that advertising, over time, represents the multiplicity of identities of the new rurality and their social changes. At a starting point, in the '80s, rural world is presented as a space of hard work, which could generate wealth and achievements through technological transformation for the sake of production and productivity. Afterwards, it has evolved in the 2000s, into a representation of thisnew rurality as heterogeneous and with multiple meanings and activities, in line with what the academic discussions argued. We conclude that advertising, rather than being an agent of change as proposed by some authors, is presented here as a reinforcement of the dominant culture.