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BBC Trending: Brazilian farmers are (very) online

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Manage episode 483929313 series 2502804
Content provided by BBC and BBC World Service. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by BBC and BBC World Service or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.

Being a farmer in Brazil has never been cooler - at least, that is the impression you might get from social media. Music videos featuring cowboy hat wearing farmers, driving tractors and boasting about their wealth, have garnered millions of views online. Meanwhile, farmers turned influencers offer a window into rural life, insisting Brazil is not just a country of football and Carnival, but of farming. Critics say social media has become the latest battleground in a long-running effort by Brazil’s powerful agribusiness industry to improve the way it is perceived. They say posts and videos like these are “propaganda” meant to distract from the sector’s poor environmental track record. But farmers argue their livelihoods are being targeted by “ideologues” and “activists”, who fail to grasp where their food really comes from. And, as Brazil prepares to host COP30, how does this idealised image of agribusiness fit into a world facing climate change?

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2024 episodes

Artwork
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Manage episode 483929313 series 2502804
Content provided by BBC and BBC World Service. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by BBC and BBC World Service or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.

Being a farmer in Brazil has never been cooler - at least, that is the impression you might get from social media. Music videos featuring cowboy hat wearing farmers, driving tractors and boasting about their wealth, have garnered millions of views online. Meanwhile, farmers turned influencers offer a window into rural life, insisting Brazil is not just a country of football and Carnival, but of farming. Critics say social media has become the latest battleground in a long-running effort by Brazil’s powerful agribusiness industry to improve the way it is perceived. They say posts and videos like these are “propaganda” meant to distract from the sector’s poor environmental track record. But farmers argue their livelihoods are being targeted by “ideologues” and “activists”, who fail to grasp where their food really comes from. And, as Brazil prepares to host COP30, how does this idealised image of agribusiness fit into a world facing climate change?

  continue reading

2024 episodes

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