DESERTIFICATION, SEMIARID AND LEAF AREA INDEX IN JEREMOABO'S POLE: THE MIDIATIC ASSESSMENT

The paper examines the media discourse on Bahia's desertification process, particularly the Jeremoabo Pole, in order to identify the semiaridity notion portrayed in Bahia's television reports. It also reveals the misinformation spread about the effects of desertification by contrasting it with reality.It was used as a foundation for reflecting on scientific studies in order to verify the authenticity of the reports' content. A bibliographic review of the major issue was conducted, as well as a survey of the reports produced by the regional branches of the TV networks, notably Rede Globo, Band, Record, and SBT. The analysis of the interviews found, as well as the organization of the information broadcast by the networks, led us to the conclusion that the way the media defines and characterizes desertification in Bahia's semi-arid region necessitates a rereading of the discourse, as well as the expansion of studies on the desertification process and the environmental vulnerability of the Areas Susceptible to Desertification (ASD).