Brazil on the Screen A Study on Cultural Stereotypes, Hegemony, and Global Communication Flows

Media play an increasingly important role in modern societies, serving as a window to the world for a large number of people. However, since a few media oligopolies from developed countries control the global market, not all countries are able to make their voices heard in the global media arena. Media concentration is an expression of cultural imperialism and results in cultural standardization and the perpetuation of stereotypes. Brazil is used as an example to illustrate this assertion. Since just a few Brazilian films and media products reach large international audiences, people form their image of the country based on images transmitted by developed countries like the United States. In order to identify the most common Brazilian stereotypes on the screen, eleven films are analysed. The implications of imbalances in the international communication flow and UNESCO's efforts to promote a more balanced flow are discussed to emphasize the importance of media representation for developing countries and the necessity to protect and promote cultural diversity.