ABSTRACT
The pandemic shed light on the relationship between new pathogens and agribusiness, reviving the debate about the obsolescence of the current agricultural model. From the reaction context immediate to the epidemiological fact, this analysis concatenates a set of media episodes for problematize expressions of the agribusiness ideological patrimony. Articulating information obtained from the digital interface and ethnographic data prior to the pandemic, the text demonstrates the work of attributing meaning to “agribusiness” through economic apology and the launching mass of cultural products associated with “modern agriculture”, through campaigns advertising and entertainment industry.
KEYWORDS:
Agribusiness; Cultural Industry; COVID-19