Extensão rural e cibercultura: análise das ações de comunicação da Associação Brasileira das Entidades Estaduais de Assistência Técnica e Extensão Rural no facebook.

Abstract

This research aims to analyze the communication actions of the Brazilian Association of State Technical Assistance and Rural Extension (Asbraer) in virtual social networks, specifically Facebook. The intention is to understand to what extent the work of Asbraer on Facebook collaborates in promoting the principles of the National Policy of Technical Assistance and Rural Extension. The study uses combined techniques of collecting and analyzing data, including a literature review, document analysis, with an emphasis on netnography or Virtual Ethnography and semi-structured interviews. The theoretical approach we use mainly the following authors: Castells, Lévy, Trivinho, Wolton, Tauk Santos, Caporal, Abramovay. For analysis, the survey listed the following categories: ATER and sustainable development; ATER and farming; ATER, building citizenship and democratization of the management of public policy; ATER and relations of gender, generation and ethnicity. The results showed that despite the Asbraer regularly publish content on your Timeline on Facebook, they rarely include the concerns raised on the principles of PNATER. Furthermore, we identified that the virtual network of the Association and his followers is characterized by few interactions between nodes present there.