Recepção da informação: a efetividade da comunicação institucional da Embrapa pelos agricultores familiares do Assentamento Tarumã-Mirim, na região metropolitana de Manaus

Abstract

The research focuses on the effectiveness of corporate communication at Embrapa community Tarumã-Mirim, in the metropolitan area of Manaus, where actions are taken technology transfer that seek to enhance the exchange of knowledge between researchers and farmers. This is a case study of a qualitative nature and aims to discuss the communication process from the perspective of popular science. Identified farmers in the selected community, and verify that the technical and scientific information interfere in the local reality and if indeed happens compatilhamento knowledge. To gather this information, we apply methodological procedures via techniques such as direct observation and in-depth interviews with key segments involved in the generation of information / scientific knowledge. We conducted survey and analysis of official documents and reports, as well as the observation of social encounters between actors. The study was based on theoretical Mauro Wolf, Jesús Martín- Barbero and Nestor Garcia Canclini, studies that have received the information in rural areas, and we discuss about the networks and systems from the perspective of Humberto Maturana, Francisco Varela and Fritjof Capra. We verified the hypothesis that the model adopted has enabled better use of scientific-technical information and subsequent adoption of the same, because farmers could opine, suggest or rule out agricultural technologies as a vocation and interest of the group.