Abstract
Since the end of the Uruguay Round, mainstream policies have considered agriculture as a global business. Alternative movements argue that agriculture should have a special status among commodities, using a set of concepts such as harmony, territory, sobriety, and sociality, which do not refer to economic vocabulary, precisely because a revolution cannot occur if the hegemonic ideology and rhetoric are not challenged. Our discourse-centered analysis suggests that neoliberal discourse recycles Marxist concepts to impose its hegemony, and that agrarian movements build another narrative grounded on non-materialistic values. We expose a Brazilian case study situated in the Amazonian State of Rondonia to illustrate this shift from conventional agriculture to a specific homeopathy/agroecology nexus embracing human and natural health.
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