Mulheres amazônidas e sua relação com empresas de biocomésticos: entre novas ruralidades e velhas concepções de gênero.

Abstract

The general objective of the present work is to discuss the role of women in the New Rural Amazon, resulting from the commercial / partnership relationship between a biocosmetic company and rural communities that cultivate priprioca (Cyperus articulatus L.) in the state of Pará. The methodology consisted of the analysis the discursive construction of three presidents of associations that are involved in the project and based on the content analysis contained in the annual institutional reports of the company Natura. A questionnaire was also used with the key actors in communities that have a relationship with the biocosmetics companies, in addition to the use of secondary data, direct observation and theoretical foundation through an extensive literature review that approach the topic in question in a to provide the construction of a theoretical framework to facilitate the discussion of the subject. The results demonstrate that the company was organized internally, through the construction of vision, goals and, around sustainable development, however, there was a series of paradoxes between the company's speech and its commercial practice, which in many moments was unilateral . The company promoted the transformation of legal entities in existing social organizations in the communities. And, allied to this support, women from the communities were encouraged to compete, because for the company they were more responsible, better at reconciliation, more organized among other gender stereotypes.