Costa, Luciana MirandaMendonça, Marcia Souza2022-12-152022-12-152022-12-06MENDONÇA, Marcia Souza. O discurso dos memes da campanha Agro: a indústria-riqueza do Brasil. 2022. 74f. Trabalho de conclusão de Curso (Graduação em Comunicação Social - Publicidade e Propaganda), Departamento de Comunicação Social, Universidade Federal do Rio Grande do Norte, Natal, 2022.https://repositorio.ufrn.br/handle/123456789/50227This paper analyzes memes (SHIFMAN, 2003; NETA, 2017) created from the campaign Agro: the industry-wealth of Brazil, aired by the television network Globo, since 2016. For this purpose, the methodology used was the critical discourse analysis (CDA) by Norman Fairclough (2001) with the support of game images by Pêcheux (2010). Through the analysis of eleven representative memes of the collected set, the conclusion is that the content from the campaign is utilized both for creating memes that oppose agribusiness, and memes that reinforce a positive picture of said sector. In the first group, we can mainly see the use of irony for creating memes that aim at exposing aspects of agribusiness left out by the campaign. In the second one, we noticed the remix of the slogan for its insertion in contexts that are very distant from agribusiness, thus strengthening the perception of this as a sector that ‘is everything’, as affirmed by the campaign.Attribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/Comunicação e discursoagronegóciomemesRede GlobocampanhabachelorThesis