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Emergent BrazilKey Perspectives on a New Global Power$
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Jeffrey D. Needell

Print publication date: 2015

Print ISBN-13: 9780813060675

Published to Florida Scholarship Online: January 2016

DOI: 10.5744/florida/9780813060675.001.0001

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Popular Culture in Emergent Brazil

Popular Culture in Emergent Brazil

(p.127) 7 Popular Culture in Emergent Brazil
Emergent Brazil

Bryan Mccann

University Press of Florida

Three transformations have reshaped Brazilian popular culture over the last two decades—the emergence of a new middle class, the spread of digital media, and the rise of new forms of cultural sponsorship. The first has expanded the market for cultural products while driving changes in the themes and styles of those products. The second has expanded the number of distributors of cultural products, cracking open circuits previously dominated by a few media titans. The third has changed the economic calibration of cultural production. These three transitions are mutually constituted, informing each other as they unfold. This chapter will consider their importance in shaping recent trends, including the growing consumption of sports and advertising as popular culture and the evolution of sertaneja (“country”) popular music.

Keywords:   Popular culture, popular consumption, new middle class, sports, advertising, country music

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