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Presented at the 2014 AEJMC Conference
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#Danielexpulso: Gender Violence, New Media and Big Brother Brazil
Rachel Reis Mourao
Introduction2006: Lei Maria da Penha passed to specifically protect women's rights
Yet, every 12 seconds a woman is raped in the country (2012)
Sexual assault is prevalent in popular culture: soap opera plots, comedy sketches and advertising
Big Brother Brasil 2012Sexual assault broadcasted live on pay-per-view
#DanielExpulso
Director decided not to intervene
On the next day, edited version was labeled a “romance”
Participant was kicked out for “inappropriate behavior”
“I drank and I do not remember everything that happened. I do not remember, because otherwise I would have woken up and enjoyed it, right? As for the police, I would defend [Daniel], I must put a stop to (the investigation). I do not wish he had been sent home [from the show], he must hate me, but I'm not the one who makes the rules of the program”
- Monique Amin
Why should we care?• Non-scripted television: not fiction, but not news• Producers, participants, news media and audience
“[R]eality shows do a remarkable job of reflecting the social construction of gender within dominant culture. In that regard, no matter how contrived the story lines, the stereotypes of women on reality shows appear highly consistent with those seen in other aspects of popular media” (Brown, 2005, p.75).
“Em briga de marido e mulher, nao se mete a colher” (Between husband and wife, don’t interfere [don’t place a spoon])
Machismo e marianismo
Qualitative textual analysisTwo main Brazilian weekly magazines (Veja and Epoca): 99 articles
Nightly newscasts (TV Globo and TV Record national broadcasts)
Tweets using the hashtag #DanielExpulso for 24 hours after the incident
Nightly newscastsJornal Nacional (Globo):
“What happened was not different than other situations in previous seasons of Big Brother Brazil”
Jornal da Record:
“explosive combination of alcohol and sex”
MagazinesEpoca (Globo): five short articles, none reached out to Monique’s family
Veja: cover story, editorial and 8-page story
The reaction to a torrid sex scene in BBB shows that, happily, not everything is allowed even when it is announced that privacy is over.
“no different than what Brazilian television has been broadcasting for decades in its soap operas and talk shows”
“this was a matter best suited for the private sphere”
“announced tragedy after heavy incentive for sex and voyeurism”
(Veja Magazine, 2012)
Twitter#DanielExpulso
Culture jamming led by Globo actresses
Advertising impact “inappropriate behavior”
Ethical considerations
No follow-up with the police investigation: no information available on the outcome
Mainstream coverage: private sphere natural outcome
Producers and director also opted for non-intervention
Limited victim-blaming not even a crime
Twitter: cyberactivism and culture jamming continued pressure online and with advertisers.
