PowerPoint Presentation
From the coffee fields to the soccer fields: a brief analysis of
the Americanization of Brazil and how the country of soccer
suddenly started to hate it Marcos Arraes
Presenting the Problem
January, 31 - 2014
February, 2014
March 22, 2014
Historical Background1500 1822: Colonial times
Victor Meireles
Plantation SystemPower Relations Aristocracy and Servants
1822 1889: Empire / MonarchySlavery and Coffee
Jean Baptiste DebretJohan Moritz Rugendas
1889 Today: Republic
Brazilian Republic1889 1930Economy based on CoffeeOld Slave
Aristocracy remains in Power (Free Labor)Racial WhiteningSocial
DarwinismGentrification in Big Cities Erase Colonial past and bring
the progress
1930 1945: Industrialization and the Building of America as a
Paradigm
Germanism Vs Americanism
Good Neighbor Policy OCIAA (Rockfeller Jr)
Answer of Freedom
Once again the the scourge fell upon the world. The agents of
evil unleashed the curse, throwing a challenge to America's
fundamental principles - justice, decency and freedom. But Freedom
is reacting, and with energy, we are opposing to the force, a force
even greater, the organization, an organization even better, to
sacrifice more extensive sacrifices. The Bell Aircobra is a symbol
of the response of Freedom - the deadliest combat single-engine
airplane. The enemy has reason to fear it. At this time, a vast
army of workmen and engineers devoted to the cause of Freedom are
working night and day to produce Aircobras in dizzying numbers. At
their service are the most modern technical facilities. As a result
of Democracy, Bell Aircobra is an example of the aptitude of free
men to lead the destinies of the world - in peace as in war.Readers
Digest Brazil August 1942
Post WWIIChanges in Culture
American Way of Life Buy a land, build a house and all the
utensils one can have Family and FreedomSupermarkets, Department
StoresMarketing
O Cruzeiro Middle 1950s
O Cruzeiro Middle 1950s
American Paradigm VS Old European Bourgeois Life Style
Power Relations did not change still based on the european
colonial past
Protests and Riots 2013 / 2014Public Expenses,
CorruptionFighting Actual Government Middle Class Crisis
Last 10 years, middle class in Brazil more than doubled from 25%
to 53%
Quotas System Blacks and Working Class in the Universities
Terrified Middle Class A Dream and a Nightmare
Economy has improved However, violence has not diminished IT has
grown. Inequalities in cultural sphere
Source: www.copa2014.org.br
World Cup Oficial Numbers
Source: www.copa2014.org.br
Source: www.copa2014.org.br
ConclusionBrazilian Middlebrow Culture Hybridization from
Colonial Past and an interpretation of the American Way of life
Not to blame history. Political decisions instead of fighting
this structure, have been based on it Meritocracy
American Model in Education Vestibular
System that reproduces itself: low quality basic education and
High Quality Higher Education Only middle class reaches the
University system. Private schools as training to Vestibular and
Public schools are in a bankrupt
24
Thank You!
