2025-05-21
20 分钟Being a farmer in Brazil has never been cooler.
Or at least that's the impression you might get from social media.
There are viral music videos featuring farmers with cowboy hats boasting about their wealth.
And also the influencers with big followings offering a taste of rural life in deep Brazil.
My farm is my little corner of the world.
I often joke it's paradise for me.
But not everyone buys into the dream.
Some say that beyond the videos of tractors and the snapshots of idyllic landscapes,
something more troubling is at play.
When you are selling ideology, then we need to be a little bit more cautious, I think.
Some claim a battle for hearts and minds is going on.
Our Brazil is that of rodeos, leather boots, cowboy hats, small towns.
A battle to change the way big agriculture is seen,
not as a villain that, according to scientists, is helping drive global warming.
but rather as an economic hero.
And it's all unfolding on social media.
Welcome to the documentary from the BBC World Service.
I'm Marco Silva with BBC Trending, where we take an in-depth look into the world of social media.
To start us off, there's someone I'd like you to meet.
That's the Brazilian musical duo Usagroboi.