Estratégias de comunicação e apropriações do paradigma da convivência com o semiárido brasileiro: análise da experiência da ASA no sertão de Pernambuco

Abstract

The present study aims to analyse the appropriations in the construction of the paradigm and the communication strategies used by the Brazilian Semi-Arid Articulation (ASA) in a network of mobilizations in order to provide the “coexistence with the Semiarid”, against the model “fighting drought” that lasts for centuries. Specifically, what we want to understand is whether communication strategies and appropriations contribute to the perspective of the paradigm of coexistence through ASA technicians and local organizations and farming families in the municipality of Afogados da Ingazeira, in Sertão do Pajeú, in Pernambuco. This is a qualitative research, which listed culture as the center of communicative processes, privileging popular contexts, which are rural territories, that is, the theoretical-methodological starting point for the construction of this work is Cultural Studies. To support the applied theories of central themes such as “Sertão” this research was based on Leitão (2011), Moraes (2013) and Ab’Saber (1985). Albuquerque Junior (2009) and Silva (2006) bring the perspective of “Coexistence with the semi-arid”. On the “appropriations”, we sought to rely on Hall (1997) and Ripoll (2004). Canclini (2005), Martin-Barbero (1996) and Souza (2000) address the commitment to “Popular Cultures” and to “Cultural Studies”. Tauk Santos and Callou (2016) report on the debate on “communication and rural extension”. Toro and Werneck (2004) and Peruzzo (2004) present the understanding and characteristics of “social mobilization”. In the debate on “paradigm”, he relied on Kuhn (2002). Still on “communication strategies”, he counted on contributions from Kunsch (2018), Henriques (2004) and Henderson and Almeida (2003). In addition to the bibliographical research, interviews were carried out with the application of scripts, content and document analysis. This research showed that ASA recognizes communication as an important strategy and element for the consolidation of coexistence with the Semi-arid region, as well as a methodological, instrumental and fundamental component in its programs. Farming families involved in the dynamics of the work, in fact, appropriate the paradigm of coexistence with the Semi-arid region, through the work methodology and communication strategies used by the Articulation. Another important and significant finding of this research was the role of women in the construction of the paradigm of coexistence with the region, especially female farmers. They are the ones who, most of the time, are at the forefront of ASA actions and the execution of technologies, participating in articulation and decision-making spaces. By participating in the actions of the Articulation, they become strengthened, valued, recognized and increasingly committed to the organization and life of the community.