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Television and Video in the Transition from Military to Civilian Rule in Brazil

Published online by Cambridge University Press:  12 October 2022

Joseph D. Straubhaar
Joseph D. Straubhaar*
Affiliation:
Michigan State University
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Until now, discussions of theories of media and society or media and the state in the North American literature have been limited. The four theories of the press advanced by Fred Siebert, Wilbur Schramm, and Theodore Peterson cover the main approaches of Western liberal society, the libertarian and social responsibility models, and some aspects of the Eastern bloc in the “totalitarian” model. Under the heading of “authoritarian,” however, a number of very diverse systems are lumped together. One major variation seen in Brazil is the continued vitality of the corporatist model of state and society, which has distinct implications for the role of mass media. In particular, aspects of corporatism seem to be combining with aspects of democracy and mass mobilization politics in ways that shed light on the role of the media in constructing or undercutting ideological hegemony in the heterogeneous, class-divided societies of Latin America.

Type
Research Reports and Notes
Information
Latin American Research Review , Volume 24 , Issue 1 , 1989 , pp. 140 - 154
Copyright
Copyright © 1989 by the University of Texas Press

References

Notes

1. Fred Siebert, Wilbur Schramm, and Theodore Peterson, The Four Theories of the Press (Urbana: University of Illinois Press, 1965).

2. Alfred Stepan, The State and Society: Peru in Comparative Perspective (Princeton, N.J.: Princeton University Press, 1978), 26–27; James M. Malloy, Authoritarianism and Corporatism in Latin America (Pittsburgh: University of Pittsburgh Press, 1977); Guillermo A. O'Donnell, Modernization and Bureaucratic Authoritarianism: Studies in South American Politics (Berkeley: University of California, Berkeley, Institute of International Studies, 1973); and Howard Wiarda, Corporatism and National Development in Latin America (Boulder: Westview, 1981).

3. Fernando Henrique Cardoso, “Associated-Dependent Development: Theoretical and Practical Implications,” in Authoritarian Brazil, edited by Alfred Stepan (New Haven, Conn.: Yale University Press, 1973); and Peter Evans, Dependent Development: The Alliance of Multinational, State, and Local Capital in Brazil (Princeton, N.J.: Princeton University Press, 1979).

4. César Guimarães and R. A. Amaral Vieira, A Televisão Brasileira na Transição: Um Caso de Conversão Rápida a Nova Ordem, Série Estudos no. 44 (Rio de Janeiro: IUPERJ, 1985); interview with Amaral Vieira, Rio de Janeiro, 29 July 1986.

5. Joseph D. Straubhaar, “The Transformation of Cultural Dependency: The Decline of American Influence on the Brazilian Television Industry,” Ph.D. diss., Fletcher School of Law and Diplomacy, Tufts University, 1981. See also Sérgio Mattos, The Impact of the 1964 Revolution on Brazilian Television (San Antonio, Tex.: Klingensmith, 1982); and Sérgio Mattos, “Advertising and Government Influences on Brazilian Television,” Communication Research 11, no. 2 (April 1984):203–20.

6. Joseph Straubhaar, “Brazilian Television: The Decline of American Influence,” Communication Research 11, no. 2 (April 1984):221-40; and Maria Elvira Bonavita Federico, Historia da Comunicação: Rádio e TV no Brasil (Petrópolis: Vozes, 1982).

7. See Raquel Salinas and Leena Paldan, “Culture in the Process of Dependent Development,” in National Sovereignty and International Communication, edited by Kaarle Nordenstreng and Herbert Schiller (Norwood, N.J.: Ablex, 1977); and Ingrid Sarti, “Communication and Cultural Dependency: A Misconception,” in Communication and Social Structure, edited by Emile McAnany, Noreene Janus, and Jorge Schnitman (New York: Praeger, 1981). Both these essays discuss national and foreign elite conflicts in cultural dependency. A sophisticated discussion of media-state conflict and mutual interest can be found in Elizabeth Mahan, “Commercial Broadcast Regulation: Structures and Processes in Mexico and the United States,” Ph.D. diss., University of Texas at Austin, 1982; and in Mahan, “Industry-State Relations in Mexican Television,” Journal of Communication 1985.

8. Laurel Wentz, “Soap Operas Slip Sales Pitches into Scripts,” Advertising Age, July 1984, p. 25; “SBT: Líder Absoluto da Vice-Liderança,” advertisement in Veja, 10 Feb. 1988; and “Como Misturar Propaganda à Emoção das Novelas,” O Estado de São Paulo, 9 Sept. 1983, p. 17. For a history of advertising development, see Sérgio Mattos, “Domestic and Foreign Advertising in Television and Mass Media Growth: A Case Study of Brazil,” Ph.D. diss., University of Texas at Austin, 1982.

9. Voto de Desconfiança: Eleições e Mudança Política no Brasil, 1970-1979, organized by Bolívar Lamounier (Petrópolis: Vozes, 1980), 17.

10. Stepan, State and Society, 46.

11. Ibid., 86.

12. Gabriel Cohn, “Uma Grande Caixa de Resonância,” Folha de São Paulo, 18 Nov. 1979, Folhetim section, p. 3; and Alan Riding, “On a Booming Television Network, Brazil Gets a Clearer View of Itself,” New York Times, 1 Dec. 1984.

13. Interview with David Fleischer, chair of the Departamento da Ciência Política, Universidade Nacional de Brasília, 29 July 1986. Interview with Carlos Eduardo Lins da Silva, Managing Editor of the Folha de São Paulo, 4 Aug. 1986

14. “Capricha, Garoto: Osmar Santos Vira o Próprio Símbolo das Diretas,” Veja, 14 Mar. 1984, 54–60.

15. Interview with Fleischer. See also Guimarães and Amaral Vieira, Televisão Brasileira na Transição; and interview with Amaral Vieira.

16. Interview with Alvaro de Moya, staff member of O Estado de São Paulo, 4 Aug. 1986, São Paulo.

17. Veja, “Se Da Ibope, a Globo Faz,” 12 Aug. 1981.

18. Interviews with Fleischer, Lins da Silva, and Moya.

19. Straubhaar, “Transformation of Cultural Dependency.”

20. Veja, “Diretas no Vídeo,” 18 Apr. 1984, pp. 93–94.

21. This interpretation is based on a series of multistate public opinion surveys conducted by LPM-Burke for Veja. See “O Calor da Reta Final,” Veja, 22 Oct. 1986.

22. Interview with Lianne Alves, television critic for O Estado de São Paulo, 5 Aug. 1986, São Paulo.

23. “Mania Nacional,” Isto É, 14 Aug. 1985, pp. 32–35.

24. Carlos Lombardi, “Novela Também É Política,” Folha de São Paulo, 6 Jan. 1986.

25. The survey cited was “Brasil Vídeo,” which polled three hundred individuals in upper-class and upper-middle-class neighborhoods (classes A and B). See “Um Novo Consumidor Gerado pela TV,” Journal da Tarde, 27 June 1986.

26. Censorship under Justice Minister Fernando Lyra is discussed in “Dias Gomes no Convívio Diário com a Censura,” O Estado de São Paulo, 25 Aug. 1986. Censorship under Minister Brossard is reported in “Censura Proibe Duas Cenas de 'Selva de Pedra/” Folha de São Paulo, 5 Mar. 1986; and in the same paper in “A Censura Continua Co-autora das Novelas,” 22 June 1986.

27. On corporatism as rising from society, see Ronald Rogowski and Lois Wasserspring, Does Political Development Exist? Corporatism in Old and New Societies (Beverly Hills: Sage, 1971). On corporatism's basis in Iberian tradition, see Wiarda, Corporatism and National Development, 51–72.

28. Cohn, “Uma Grande Caixa de Resonância”; and interview with Muniz Sodre, director of the Programa de Comunicação Social, Universidade Federal do Rio de Janeiro, 14 July 1986.

29. This estimate in the increase in periodicals in Brazil came from the Rio de Janeiro office of the Library of Congress, as reported by Eugene Bigler in an interview in Washington, D.C., 16 Apr. 1986.

30. Interview with Luis Fernando Santoro, coordinator of the Associação de Vídeo no Movimento Popular, 20 July 1986; see also Video Popular: O Boletim da Associação de Vídeo nos Movimentos Populares 3, no. 5 (June 1986):1–2. This periodical is published in São Paulo.

31. Interview with Santoro.

32. Ibid.; and interview with Regina Festa, journalism professor at the Universidade de São Paulo, 20 July 1986, in São Paulo.

33. Riordan Roett, Politics in a Patrimonial Society (Boston: Allyn and Bacon, 1972).