A study of legitimacy narratives in Brazilian agribusiness: Organizational communication analysis of Agroceres and Cargill

This study aims to investigate the legitimation strategies employed by Brazilian agribusiness through an analysis of the digital communication practices of Agroceres and Cargill. The research is grounded in the theories of organizational legitimacy developed by Suchman and Weber, examining pragmatic, moral, and cognitive dimensions within social media environments. The methodology employed in this study consisted of a literature review and content analysis, based on Bardin’s (2011) methodological framework. The findings reveal that Agroceres primarily focuses its communication on internal and cultural aspects, whereas Cargill prioritizes the construction of authority and market recognition. The study proposes an adjusted legitimacy model, suggesting that Cargill's strategic effectiveness surpasses Agroceres's greater volume of publications. The findings also indicate that the sector's reputation is fragmented due to these distinct communication approaches, highlighting the need for more cohesive strategies to harmonize public perceptions. Furthermore, the study demonstrates that issues related to social and environmental responsibility receive relatively little emphasis in the communication strategies of both organizations.