Agro-youth, subjectivation and engagement in agribusiness society

Abstract

At the end of the 2000s, the confluence of interests on the part of rural patronage and agroindustry led to investment in media campaigns to value the agro as a symbol of Brazilianness. In besides to the creation and colonization of countless expressions in the Portuguese language, this effort start to structure of a powerful mechanism producing meanings that, in addition to reaffirming the positive meaning of the term, over time became autonomous from the control and original intention of its proponents. Behind this movement of capture - material, cultural, symbolic, linguistic, psychic - the fabrication of an inclusive and totalizing “agro cosmology” is underway, with the sign itself mobilizing belongings among those who inhabit the “agribusiness society” or is included in it compulsorily. It turns out that, although it maintains an extremely hierarchical structure, in addition to the continuous segmentation and generation of socialization spaces, there is room for potential new inhabitants to engage. Based on this observation, and through immersion in the main medium through which the agro emblem circulates (the internet), today a powerful mediator of meetings crossed by “agro-sociabilities”, the text describes how the differentiation of shared environments by agro-youth takes place.