LABOR RELATIONS IN DISPUTE: THE INTRODUCTION OF A NEW WORK CULTURE IN GOIANA-PE

Abstract

This work aims to analyze how the introduction of a new working culture in Goiana, Mata Norte of Pernambuco, took place after the arrival of Jeep's automotive factory, and its characteristics. The chosen region stands out due to the absence of industries of this kind in the state, prompting a productive and cultural restructuring of the area to accommodate the new industrial hub. The social and cultural circumstances of the municipality presented themselves to the automaker as an opportunity to train workers without "vices," that is, without a history of unionization, whose work habits could be shaped according to the company's interests. For this, it was necessary to accelerate the degradation process of two important local economies: the sugarcane agribusiness and artisanal fishing, which had been largely responsible for forming the local workforce. Both are marked by distinct skill sets, cooperation, and ethics and moralities that are integrated into the territory, in contrast to what Jeep required. To carry out the research, in-depth interviews and a Bourdieusian analysis of the workers' and female workers' trajectories at the industrial hub were conducted. From the collected material, it was possible to perceive the automaker’s engagement with the region through the revival of important socialization instances, such as culture, and the workers’ resistance in response to the company's initiatives.