Mídia e educação ambiental: estudo das publicidades da campanha “agro: a indústria-riqueza do Brasil” da Rede Globo de televisão

Abstract

Nowadays, we live in an age where technologies are part of our daily lives and directly influence the way we interpret and act in the world. The media is an example of technology, which makes it possible to transport information quickly and interactively. Among the existing media, one of the most used by the population is the television set. A examples of content that has been shown on television is the advertising of the campaign "AGRO WEALTH- INDUSTRY OF BRAZIL", which since 2016 have featured on Rede Globo advertisements about the Brazilian agribusiness and the contribution of this sector to the country's economy. The purpose of this work was to study what the advertising of the “AGRO” campaign is showing to Brazilian television viewers. To develop the research, we analyzed two campaign advertisements already shown on television (“Agricultural sector is the largest water consumer in Brazil” and “Agro on Globo showed the richness of the Brazilian countryside”) through film analysis and decoupage technique. We also looked at how often current television advertisements are shown over a six-month period. Both advertisements analyzed presented quick cuts of scenes with content diversity and presented only the positive aspects of Brazilian agribusiness. On the frequency display, current advertisements were aired mainly on prime time television and on weekends that TV viewing audience is higher. The research has shown that although the campaign advertisements are considerably informative and can be used as an educational resource for environmental education, it is necessary that the reflections on advertising be constructed based on criticality and knowledge, to which the school can contribute. This is because the campaign reports, but also naturalizes the social and environmental impacts of agribusiness, since there is a marketing interest behind the information that mainly prioritizes profit sector. Thus, we conclude that the campaign advertisements displayed on Rede Globo television have an impact on society, and further studies on the theme may help to understand this influence.