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Development of the Audiovisual Industry in Brazil from Importer to Exporter of Television Programming

1995; Jilin Academy of Agricultural Sciences; Volume: 20; Issue: 3 Linguagem: Inglês

10.22230/cjc.1995v20n3a880

1499-6642

José Marques de Melo,

Cultural, Media, and Literary Studies

In Latin America at mid-century, the formal media of communication (press, radio, cinema) satisfied the tastes of the colonizing elites for European and American programming, while the informal types of communication (songs, dances, poetry) remained faithful to indigenous local values. In the 1970s, the extension of broadcasting systems created a demand for popular cultural programming. There was also an increase in the regional exchange of programming between Latin American nations. Gradually, Latin American popular programs have begun to co-exist naturally with imported ones. Using Brazil as a case study, the article details some Brazilian networks’ (Globo, Manchete, Bandeirantes) recent success as international exporters of popular genres (telenovelas, popular music), as Latin America begins to overcome its history of cultural dependency.