@phdthesis{AndredaRocha2012, author = {Andr{\´e} da Rocha, Andreza}, title = {The Birth of Brazilianism : the stereotypical representation of Brazil in the context of cultural imperialism and media concentration}, url = {http://nbn-resolving.de/urn:nbn:de:kobv:co1-opus-27288}, school = {BTU Cottbus - Senftenberg}, year = {2012}, abstract = {The representation of Brazil in American mainstream cinema disseminates stereotypes that have their roots in narratives produced by European explorers during the colonial era. Films and other media from Brazil portray the country's cultural and ethnic diversity more accurately, but due to media concentration and the global supremacy of the US-based film and television industry, only a few manage to reach international audiences and challenge widespread stereotypes. A critical examination of writings of Portuguese explorers produced in the centuries following the arrival of Pedro {\´A}lvares Cabral in Brazil provides the basis for the analysis of contemporary representations of Brazil in American cinema and reveals how early descriptions of Brazil have influenced these representations. In order to identify the main Brazilian stereotypes disseminated by feature films produced in the United States, a number of films released between 1984 and 2011 are analyzed. The results of the analysis allow for the identification of an ethnocentric regime of representation that is often employed by the world's leading film and television industry to portray Otherness, reinforcing stereotypical ideas about racial difference and the culture and people of developing countries. The analysis is followed by a discussion of cultural imperialism, media concentration and its impact on cultural diversity and media pluralism. The investigation of the concentrated ownership of media, which raises concerns regarding cultural homogenization, the advancement of corporate interests over the public interest and loss of cultural diversity, indicates how media concentration contributes to the perpetuation of cultural, ethnic and national stereotypes that reinforce colonialist and reductionist ideas about developing countries. The results of the film analysis, combined with issues related to the increasing concentration of media ownership, confirm the proposition to revive the debate about a New World Information and Communication Order (NWICO), which emerged within UNESCO in the 1970s as a reaction of Third World nations to colonialism and the economic and cultural influence of Western nations. Finally, it is argued that, despite the failure of NWICO in the past, the concept has not lost relevance and it would be reasonable to bring it back to the international agenda.}, subject = {Brasilien; Postkolonialismus; Filmanalyse; Stereotyp; Postkolonialismus; Medienkonzentration; Stereotype; Filmanalyse; NWICO; Postcolonialism; Media concentration; Stereotypes; Film analysis; NWICO}, language = {en} }