Sometimes, culture gets in the way: Emerging Cattle Technopolitics in the Brazilian Pampa

Abstract (English)

Scientific management and the appeal to economic rationality are the main concepts advocated by the enthusiasts of the cattle farming on the rise in the Pampa biome, a region of Rio Grande do Sul, the southernmost state of Brazil. Focused on efficiency and the production of premium cuts of meat, this new model has introduced a new grammar among the Gaúchos, rural workers whose identity and culture are linked to the pastoral tradition of the region. These values “sometimes get in the way” of innovation, according to enthusiasts of high-tech cattle farming in the Pampa.

This study examines the emerging cattle technopolitics in the Pampa, focusing on how digital and biotechnological infrastructures are reshaping livestock farming. Technologies such as artificial intelligence, drones, and mobile applications have redefined agribusiness, promoting an image of sustainability and efficiency while transforming ecologies, identities, and economic practices in southern Brazil.

Historically, fencing, selective breeding, and biosafety measures shaped livestock management. Today, genetic engineering, automation, and big data analytics have taken center stage. The study also explores the industrialization of cattle farming, where animals are genetically selected for meat quality and market efficiency. Technologies such as drones for cattle herding and ultrasound for marbling assessment exemplify the technocratization of livestock production. The rise of elite beef brands like Pampa Beef reflects a shift toward engineered food commodities, blending biotechnological precision with regional branding.

Ultimately, this research critically assesses the digitization of life, questioning how biodiversity loss and techno-scientific infrastructures impact multispecies relationships and local cultures in the Pampa. While these technologies promise progress, they reinforce the transformation of cattle into standardized commodities, reshaping the region’s ecological and economic landscapes.