Popularization of TV Globo in Brazil
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Date
2010-06
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The Ohio State University
Abstract
As of the year 2000, 80% of Brazilian households own a television set, of which 100 million people tune into prime-time each night. The increase in the consumption of television is affecting the lives of Brazilians both at home and abroad. It is the objective of this thesis to investigate the consequences of the increase in mass media consumption in Brazil through the analysis of TV Globo, the fourth largest television network in the world. To what extent does TV Globo play a role in forming Brazilian's imagined community at Ohio State and in Brazil? How has TV Globo controlled the television market? In order to meet research objectives I interviewed TV Globo administrators to obtain statistical information about the rates at which programs have been increasing in popularity. I obtained firsthand accounts of success stories such as "Telecurso 2000" and the AIDS campaign in less developed regions of Brazil. I also interviewed Brazilian students and faculty at The Ohio State University. To conclude my research I analyzed both the negative and positive effects of television on middle to upper class Brazilians , finding such effects as depression from the lack of T.V shows, the success of TV Globo and government partnerships for education and social programs. Television's impact on Brazilian culture has mostly been positive and remains an important part of the people's daily lives. The introduction of television in Brazil has notably affected the development in interior cities of Brazil, such as the drop in birth rates in Bahia, and access to education, health care and relations with Rio and Sao Paulo. It is important to investigate the trends of popularization in order to apply them to other countries. The effects of mass consumption can be directly linked with the increased globalization of a homogenized mass media.
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Keywords
television, Brazil, TV Globo, social consequences