Abstract

AMBROGI, Sofía  and  ARGANARAZ, Cecilia. Family, landscape, cyborg: cattle imaginary in the graphic press of the Argentine agricultural sector (1969-2021). Rev. urug. Antropología y Etnografía [online]. 2021, vol.6, n.2, pp.82-119.  Epub Dec 01, 2021. ISSN 2393-7068.  https://doi.org/10.29112/ruae.v6i2.979.

This work aims to analyze the cow imaginary in a wide circulation magazine within the Argentine agrotechnical sector during the last fifty years. As leading animals of the national economy, they occupy a relevant place in the graphic press of technical associations of the agricultural sector, which opens a series of questions about the history of the representation of “cows” in images.

Considering that visual imaginaries go hand in hand with the production and reproduction of worldviews, and that these enable «correct» and standardized appraisals of “ways of being in the world”, we propose to analyze the prominence of cattle in a magazine of the agrotechnical sector throughout the last decades of the Twentieth Century until present days.

We trace what happens with the imaginary of cattle from the local configuration of the green revolution. We pay particular attention to the growing industrialization and advancement of biotechnology as transforming elements of these bodies and their action in the productive circuits.

This work intends to contribute to an understanding of “cows” as multiple beings that participate in various networks of relationships with humans, objects and other non-humans; and exist non-univocally through the superposition of these chains. Beings who labor and are being labored, produce and are being produced.

Keywords : cows; beeing-making; images; labor; press.

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