Sementes em terras férteis: o Prêmio ABAG/RP de Jornalismo e a opinião pública sobre o agro
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Data
2023-03-30
Autores
Fidalgo, Thainan Honorato
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Editor
Universidade Estadual Paulista (Unesp)
Resumo
O estudo teve como objetivo analisar a contribuição do Prêmio ABAG/RP de Jornalismo “José Hamilton Ribeiro”, para a reputação do agronegócio brasileiro e formação de opinião dos jornalistas da região, identificando interferências na construção de uma imagem positiva para o setor. A análise refere-se as ações e estratégias empregadas na efetivação do Prêmio, realizado há 15 anos pela Associação Brasileira do Agronegócio da região de Ribeirão Preto, que ao longo deste período visou dar maior visibilidade ao setor e aproximar o público dos contributos sociais, culturais e econômicos que este proporciona na região e que muitas vezes é desconhecido da mídia. O processo metodológico empregado se iniciou com o levantamento das fontes primarias do Prêmio (arquivos, documentos, vídeos, fotos, notícias e comentários) e, posteriormente, com entrevistas a especialistas, premiados e estudantes com o objetivo de auferir e demonstrar o teor de sua repercussão, junto aos veículos de mídia e jornalistas, verificando a interferência da opinião publicada na percepção destes segmentos. Além disso, realizou-se uma revisão bibliográfica sobre algumas temáticas pertinentes ao assunto, de forma a amparar a discussão, especialmente aquelas focadas nas boas práticas de comunicação e relacionamento, na opinião publicada e na qualidade das informações, que analisadas juntamente com os regulamentos empregados no Prêmio ABAG/RP, puderam demonstrar as contribuições da campanha na reputação e imagem institucional do agro brasileiro, especialmente junto aos estudantes de jornalismo: foco desta discussão.
The study aimed to analyze the contribution of the ABAG/RP Journalism Award "José Hamilton Ribeiro", to the reputation of Brazilian agribusiness and opinion formation of journalists in the region, identifying interferences in the construction of a positive image for the sector. The analysis refers to the actions and strategies employed in the implementation of the Award, held for 15 years by the Brazilian Agribusiness Association of the Ribeirão Preto region, which throughout this period aimed to give greater visibility to the sector and bring the public closer to the social, cultural and economic contributions that it provides in the region and that is often unknown to the media. The methodological process employed started with a survey of the primary sources of the Award (files, documents, videos, photos, news and comments) and, later, with interviews with experts, award winners and students with the objective of ascertaining and demonstrating the content of its repercussion, along with the media and journalists, verifying the interference of the published opinion in the perception of these segments. In addition, a literature review was conducted on some themes relevant to the subject, in order to support the discussion, especially those focused on good practices of communication and relationship, on published opinion and on the quality of information, which analyzed along with the regulations employed in the ABAG/RP Award, could demonstrate the contributions of the campaign in the reputation and institutional image of the Brazilian agribusiness, especially among students of journalism: the focus of this discussion.
The study aimed to analyze the contribution of the ABAG/RP Journalism Award "José Hamilton Ribeiro", to the reputation of Brazilian agribusiness and opinion formation of journalists in the region, identifying interferences in the construction of a positive image for the sector. The analysis refers to the actions and strategies employed in the implementation of the Award, held for 15 years by the Brazilian Agribusiness Association of the Ribeirão Preto region, which throughout this period aimed to give greater visibility to the sector and bring the public closer to the social, cultural and economic contributions that it provides in the region and that is often unknown to the media. The methodological process employed started with a survey of the primary sources of the Award (files, documents, videos, photos, news and comments) and, later, with interviews with experts, award winners and students with the objective of ascertaining and demonstrating the content of its repercussion, along with the media and journalists, verifying the interference of the published opinion in the perception of these segments. In addition, a literature review was conducted on some themes relevant to the subject, in order to support the discussion, especially those focused on good practices of communication and relationship, on published opinion and on the quality of information, which analyzed along with the regulations employed in the ABAG/RP Award, could demonstrate the contributions of the campaign in the reputation and institutional image of the Brazilian agribusiness, especially among students of journalism: the focus of this discussion.
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Palavras-chave
Agronegócio, Jornalismo, José Hamilton Ribeiro, Opinião Pública, Reputação, Agribusiness, Journalism, Public opinion, Reputation