ABSTRACT
Agriculture has adopt global patterns, oriented by a productivist logic involving large scale production, developing strategies for better performance and land exploration and profit maximization. These meanings orient practices inside the farms community (PRESS; ARNOULD; MURRAY et al., 2014), but misrepresent small farms reality, each are involved in alternative social and cultural logics. Thus, this study aims to understand the creation of cultural meanings about family farms and how these meanings result in the construction of different logics those prevailing in agribusiness. Based on a theoretical framework about the construction of cultural meanings, it adopted an exploratory approach through a series of interviews with small farmers. The results provided three key categories that permeate the creation of meaning in family farming: identity formation of producers meanings of food and social relations. The integrated analysis of the results shows the construction of logical involving identity, social, cultural and private production of family farming. The results contribute to the development of alternative public policies and market those prevailing in agribusiness and respecting the cultural meanings internally produced in non-hegemonic groups in social representation of agribusiness universe.
Keywords:
Cultural Meanings; Cultural Logics; Agribusiness; Family Farming; Small Producers