Agro-razilian women in the segmented media: A discursive weaving between gender and work

Abstract

Objectives: This article aims to analyze the media social representation of women farmers in medium and large rural properties. 

Materials and methods: Our research is primarily focused on analyzing the content of three editions of the TV program "Agroinspiradoras," which is broadcasted by Canal Rural. This analytical study employs a methodological framework that combines French Discourse Analysis with Social Representation theory, aiming to provide a comprehensive understanding of the portrayal of women in agribusiness. Through meticulous examination, we explore the intersection between agro-feminism and the concept of inspiration, incorporating nuanced perspectives on entrepreneurship and neoliberal or elite feminism. Guided by the scholarly insights of Vander Casaqui, Dardot, and Laval, our analysis goes beyond surface-level interpretations to unravel the complexities of discursive formations, revealing them as manifestations of intricate social structures. Moreover, our theoretical exploration delves into Casaqui's sociological analysis and incorporates critical perspectives from Dardot and Laval, enhancing our understanding of power dynamics within the discourse. In essence, our research aims to contribute to a nuanced understanding of the challenges and opportunities faced by women in agribusiness, while also highlighting the complexities of gender representation in media discourse. Through this comprehensive analysis, we seek to foster a more informed dialogue surrounding gender equality and empowerment within the agricultural sector. 

Results: The analyses revealed that, despite the declared intention to address issues related to women and targeted at a female audience, fundamental aspects such as feminism are consciously avoided, being indirectly addressed in discussions. This evasion can be interpreted as an adaptive strategy to the specific circumstances of the agricultural environment, where the complexities of reality limit the open exploration of sensitive topics such as feminism. 

Subsequently, the analyses of the discourse of the programs led us to understand that it is necessary to go beyond this initial stage and rethink the discourses both of the media and of rural women themselves in a broader sense. It is essential to reconsider the biased perspective, influenced by capitalism, which opens up too much space for large producers, but it is also necessary for these women to rethink who they are representing, with whom this discourse, familiar with liberal feminism, dialogues. Is it with a large part, or is it only with a part? Is it really necessary to "leave" others behind? Or to assume management and leadership positions and invite another woman (instead of highly qualified men) to stand together. It is necessary to rethink the "business culture in which agribusiness is inserted and "question the situation of women and the agendas they wish to embrace", this dialogue must also be in the media, through their voices. We must analyze with caution the capitalist perspective of profit of the companies and institutions that promote discourses on agro-feminism, evaluating whether their practices are socially committed and can bring benefits to social welfare. The path ahead is arduous, long, complex, and multifaceted. 

We analyzed more broadly and significantly the trajectories of agro-women and their peculiar approach to gender issues. However, it is interesting to note that agro-women tend to avoid the term "feminism" or "feminist" in their narratives. Instead, they resort to the word "help" to express the importance of solidarity among women and highlight the "difficulties" they face as a way of addressing prejudice and inequalities. Instead of directly appropriating feminist discourse, this option can be understood as a strategy to avoid conflicts and not directly confront other hegemonically male structures. They are already inserted in agricultural communities and wish to maintain their position and influence within this context. By avoiding polarization and seeking cooperation, they seek to preserve their presence and impact in the agricultural sector, ensuring that their voices are heard and their demands are considered. 

By recognizing and giving voice to this "agro feminism," the research broadens the understanding of feminism as a struggle that goes beyond urban borders and contemplates the experiences and demands of women in rural environments. This contributes to a more inclusive and comprehensive view of feminism, recognizing the multiple forms of resistance and the pursuit of gender equality that exist within the different realities of agro-women. Thus, the concept of "agro feminism" has emerged as an expression of empowerment and mobilization of women in agribusiness. 

Conclusions: In conclusion, the analysis of the program "Agroinspiradoras" highlights a significant tendency to avoid explicit discussions about feminism, despite its clear emphasis on women in the agribusiness sector. While this strategic approach demonstrates sensitivity to the nuances of agriculture, it also recognizes the potential for transformative impact inherent in feminist discourse. 

Furthermore, it is essential to acknowledge that Casaqui's culture of inspiration actively promotes the recognition of inspiring female figures within agribusiness, underscoring the importance of representation in shaping societal narratives and aspirations. However, it is equally crucial to maintain a critical perspective, acknowledging the potential limitations and challenges associated with this approach. 

Casaqui's theoretical framework emphasizes the significance of narrative construction in shaping social reality and influencing cultural perceptions. His concept of the "culture of inspiration" highlights the transformative power of storytelling in fostering positive role models and challenging traditional gender norms within the agribusiness domain. Additionally, Casaqui's approach underscores the role of media representation in amplifying the voices of women in agriculture, thereby contributing to the empowerment and visibility of marginalized groups. However, amidst this celebration of inspirational narratives, it is imperative to remain vigilant of potential pitfalls, such as the perpetuation of superficial stereotypes or the exclusion of dissenting voices, which could undermine the broader goals of gender equity and social justice in agribusiness. 

We stress the necessity for ongoing, in-depth dialogue not only regarding women's representation in agriculture but also about the inherent limitations of the inspirational narrative. This constructive criticism aims to foster a more nuanced understanding of gender dynamics, promoting substantial changes towards a more inclusive representation. 

Ultimately, our goal is to contribute to a more reflective dialogue about gender and female empowerment within the Brazilian agribusiness landscape.