American Visual Culture in the Brazilian Media

By Marcos Arraes.

Published by The International Journal of the Image

Format Price
Article: Print $US10.00
Published online: June 4, 2014 $US5.00

This paper aims to analyze the presence of American imagery in Brazilian media. This study will focus on magazines that circulated throughout the Cold War, specifically 1945-1960, when in Western media discourse there was the construction of an identity from the deconstruction of its other, in this case, communism. During this period, traditional aspects of Brazilian imaginary began to model themselves on American culture, which was taken as a paradigm. I’m using the Americanism here as a discursive web in which many elements are built in, such as the ideal of democracy, progress, tradition, work, and freedom. The concept of paradigm is conceptualized as a cultural model in a broad sense, involving issues of behavior, political organization, consumption patterns, as well as in this specific case, a culture of seeing and looking, that is meant by ideal and intended to be followed.

Keywords: Americanism, Visuality, Visual Order, Brazil, Anti-Communism

The International Journal of the Image, Volume 4, Issue 2, June 2014, pp.119-127. Article: Print (Spiral Bound). Published online: June 4, 2014 (Article: Electronic (PDF File; 277.745KB)).

Marcos Arraes

Research Scholar, Department of Film and Media Studies, University of California, Irvine / UFSC - Brazil, Irvine, CA, USA

Degree in History from Universidade Federal de Pernambuco – Brazil (2005). Masters in Cultural History from Universidade Federal de Santa Catarina (2009). Currently is a Fulbright Fellow at the PhD Program in Visual Studies of the University of California, Irvine and is developing doctoral studies in the History Graduate Program at the Universidade Federal de Santa Catarina on the subject of Visual Studies and cultural relations between Brazil and United States during the Cold War. Has experience in History, focusing on Modern and Contemporary History, acting on the following subjects: consumer culture, modernization, Cold War and Visual Studies.