Mixed Race Studies

Race Matters: Race, Telenovela Representation, and Discourse in Contemporary Brazil

University of Iowa
May 2010
193 pages

Samantha Nogueira Joyce

A thesis submitted in partial fulfillment of the requirements for the Doctor of Philosophy degree in Communication Studies in the Graduate College of The University of Iowa

In Race Matters: Race, Telenovela Representation, and Discourse in Contemporary Brazil, I investigate the primetime telenovela Duas Caras (2008), examining how different factors such as narrative, audience reaction, as well as media criticism and commentary played a dynamic role in creating a meta-discourse about race in contemporary Brazil. In a larger sense, I examine how the social discourse about contemporary race relations and racism in that country were circulated, constructed and reconstructed during the time the program aired. Additionally, I explore the role of the media, particularly the telenovela, in debunking the idea that Brazil is a racial democracy. Secondly, the research incorporates the Brazilian notion that telenovelas are “open texts”, meaning they are co-authored by a variety of industrial, creative, cultural and social actors, into a methodological approach that expands the traditional idea of textual analysis. In addition to reading the telenovela text itself, this study investigates the production process, audience responses and broader media coverage. Thus, the public discourse about the telenovelas is a key part of the text itself.

TABLE OF CONTENTS

• I. RACE MATTERS: RACE, TELENOVELA REPRESENTATION, AND DISCOURSE IN CONTEMPORARY BRAZIL
  • Introduction
  • Method
  • “Data” (Textual) Analysis
  • Cultural Value
  • Literature Review
  • Brazilian Television History
  • Soap Operas Vs Telenovelas: ‘Distant Relatives’
  • The Centrality of Telenovelas
  • Audience, Democratic Participation and Publis Spheres
  • Entertainment-Education
  • Ethical Dilemas
  • Conclusions: Current Reality, Future Possibilities
  • Outline of Chapters
• II. BLACK FLOWS: DUAS CARAS, THE LEGACY OF WHITENING AND RACIAL DEMOCRACY IDEOLOGY IN BRAZIL
  • Race and Raça. The United States and Brazil: Similar History, Disparate Outcomes
  • The Culteral Role of Narratives of Cross-Racial Love
  • The Black Movement in Brazil
  • Affirmative Action Policies, Quotas and Racial Identity In Brazil
  • Conclusions
• III. “MY LITTLE WHITEY”. “MY BIG, DELICIOUS NEGRO”. TELENOVELAS, DUAS CARAS, AND THE REPRESENTATION OF RACE
  • Brazilian Blacks and TV
  • Historical Uses of Racial Stereotypes. American and Brazilian TV
  • Representing Contradicions: Evilásio’s Case
  • From a Traditionally “White Priviledged” Space to “Multicolored Duas Caras”
  • Duas Caras, Ratings, Racism and Public Pressure
  • My Little Whitey and My Big Delicious Negro
• IV. DEU NO BLOGÃO! (“IT WAS IN THE BIG BLOG!”). WRITING A TELENOVELA, A BLOG, AND A METADISCOURSE
  • Mãe Setembrina
  • The Barretos
  • The Role of Ratings: IBOPE
  • Conclusions
• V. DUAS CARAS AS A NEW APPROACH TO SOCIAL MERCHANDIZING
  • The Social Merchandising Approach
  • E-E and SM: Similarities and Disparities
  • Emotional Involvement and Personal Agendas
  • Duas Caras as the “Future of E-E”
  • Racial Matters as a “Social Good”
  • E-E, SM and the Importance of Celebrity
  • Conclusions
• VI. CONCLUSIONS
• BIBLIOGRAPHY

Read the entire dissertation here.

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