Resumo

Este artigo examina como a representação mediática da agricultura familiar dificilmente inspira as pessoas a aventurarem-se nela, antes glorifica subtilmente os estilos de vida urbanos, reforçando assim a migração rural-urbana. Este crescimento populacional insustentável nas cidades agrava os níveis de pobreza rural e urbana, as desigualdades tornam-se mais pronunciadas e a proliferação de assentamentos informais sem água potável acessível e saneamento deplorável invariavelmente destrói o ambiente, ameaçando a sustentabilidade das comunidades e dos seus recursos: o desenvolvimento sustentável. Embora a agricultura familiar seja a panaceia para o triplo desafio global da insegurança alimentar, pobreza e desigualdade, e para a sustentabilidade das comunidades e dos seus recursos, a representação mediática expressa em palavras, conceitos, imagens e publicidade mal retrata a agricultura familiar de uma forma positiva, mesmo quando constituem a principal fonte de rendimento e emprego da maioria da população. Em termos metodológicos, além de revisar trabalhos publicados sobre mídia, agricultura familiar e desenvolvimento sustentável, este estudo realizou análise de conteúdo de mensagens da mídia impressa para quantificar, analisar e determinar a presença de palavras, conceitos, imagens e anúncios na sua representação da agricultura familiar, no que diz respeito ao desenvolvimento sustentável. A amostragem proposital foi usada para entrevistas presenciais com informantes-chave, especialmente repórteres/jornalistas, para fornecer informações sobre por que as mensagens da mídia impressa retratando a agricultura familiar recebem menos cobertura, enquanto os estilos de vida urbanos recebem mais, facto que influencia a percepção das pessoas sobre a agricultura familiar versus estilos de vida urbanos. Os resultados mostraram que a mídia impressa não apenas subrepresenta, mas também deturpa a imagem da agricultura familiar em detrimento do desenvolvimento sustentável. Além disso, os padrões de propriedade dos meios de comunicação social também influenciam a sua política editorial, o que tem um impacto negativo na representação mediática da agricultura familiar para o desenvolvimento sustentável nas zonas rurais e urbanas, bem como a nível nacional e global.

Palavras-chave

• print media
• family farming
• rural-urban migration
• sustainable development

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