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Consumer culture imperialism.

de Carvalho, Marcelo Goncalves.

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Consumer culture imperialism.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Consumer culture imperialism./
Author:	de Carvalho, Marcelo Goncalves.
Description:	229 p.
Notes:	Source: Masters Abstracts International, Volume: 48-06, page: 3410.
Contained By:	Masters Abstracts International48-06.
Subject:	History, Latin American. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1477954
ISBN:	9781124068268

Consumer culture imperialism.
de Carvalho, Marcelo Goncalves.

Consumer culture imperialism. - 229 p.

Source: Masters Abstracts International, Volume: 48-06, page: 3410.

Thesis (M.A.)--University of California, San Diego, 2010.

The thesis examines the interplay between political, military, economic, social and cultural influences in the context of the United States' control over Brazil. The main argument is that the ways used by the United States to control Brazil were, and are, a form of imperialism even though there was never any use of direct American military invasion or occupation. The role of the US during World War II, but most importantly their role in the 1964 military coup, demonstrated the American involvement in this crucial moment in Brazilian history. Then a discussion of the development of television follows, which in Brazil after 1964 meant Rede Globo, and its connections to the new economic model implemented by the military government are examined in order to demonstrate Brazil's direct subordination to the interests of American multinational corporations. This apparatus was further extended by the establishment of American advertising agencies such as J. Walter Thompson, which allowed for the homogenization of Brazilian culture and tastes with the model of the American Way of Life in its "Brazilianized" version, as represented by the Cultura Zona Sul with the telenovela as its main tool. This model I called "Consumer Culture Imperialism" because it was through the creation of desires to consume in the same way as Americans initially, and Brazilian elites later, that American control was achieved. The thesis concludes that this model is still very pervasive in Brazil today, together with Globo's virtual monopoly, therefore making the research into this field now more important than ever before.

ISBN: 9781124068268Subjects--Topical Terms:

1017580
History, Latin American.

Consumer culture imperialism.
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020 $a 9781124068268
035 $a (UMI)AAI1477954
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100 1 $a de Carvalho, Marcelo Goncalves. $3 1681531
245 1 0 $a Consumer culture imperialism.
300 $a 229 p.
500 $a Source: Masters Abstracts International, Volume: 48-06, page: 3410.
500 $a Adviser: Daniel Widener.
502 $a Thesis (M.A.)--University of California, San Diego, 2010.
520 $a The thesis examines the interplay between political, military, economic, social and cultural influences in the context of the United States' control over Brazil. The main argument is that the ways used by the United States to control Brazil were, and are, a form of imperialism even though there was never any use of direct American military invasion or occupation. The role of the US during World War II, but most importantly their role in the 1964 military coup, demonstrated the American involvement in this crucial moment in Brazilian history. Then a discussion of the development of television follows, which in Brazil after 1964 meant Rede Globo, and its connections to the new economic model implemented by the military government are examined in order to demonstrate Brazil's direct subordination to the interests of American multinational corporations. This apparatus was further extended by the establishment of American advertising agencies such as J. Walter Thompson, which allowed for the homogenization of Brazilian culture and tastes with the model of the American Way of Life in its "Brazilianized" version, as represented by the Cultura Zona Sul with the telenovela as its main tool. This model I called "Consumer Culture Imperialism" because it was through the creation of desires to consume in the same way as Americans initially, and Brazilian elites later, that American control was achieved. The thesis concludes that this model is still very pervasive in Brazil today, together with Globo's virtual monopoly, therefore making the research into this field now more important than ever before.
590 $a School code: 0033.
650 4 $a History, Latin American. $3 1017580
650 4 $a Latin American Studies. $3 1669420
650 4 $a Mass Communications. $3 1017395
690 $a 0336
690 $a 0550
690 $a 0708
710 2 $a University of California, San Diego. $b Latin American Studies. $3 1024755
773 0 $t Masters Abstracts International $g 48-06.
790 1 0 $a Widener, Daniel, $e advisor
790 1 0 $a Hallin, Daniel $e committee member
790 1 0 $a da Silva, Denise $e committee member
790 $a 0033
791 $a M.A.
792 $a 2010
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1477954