Abstract:

The original intention of "Coisas da Roga" (Country days) was to have a better understanding of the relationship between rural people in the Brazilian state of Sao Paulo - "country folks", as- they call theirselves - and the big city consumer society. Particular attention was given to one of this relationship' s vital manifestations; television as, a medium, and television commercials. By using a descriptive and exploratory method to approach a theme and a population not yet researched in Brazil, new elements arose regarding social changes caused by television as an agent of innovation.