What Brazilianness looks like: SVODs’ impact on cultural representation

Abstract

This article investigates the complex interplay between subscription video on-demand services (SVODs) and the representation of Brazilianness in global media. Focusing on Brazil’s video streaming landscape, our study delves into the challenges of representing the diverse tapestry of national culture, particularly in content commissioned by foreign platforms. These challenges include technical barriers, such as the concentration of audiovisual production infrastructure in the Rio-São Paulo axis, and textual hurdles, like the perpetuation of stereotypes and exoticization of Brazilian narratives. Our investigation includes a review of historical limited portrayal of Brazilianness on domestic television, an analysis of SVOD content from 2016 to 2023, and a case study of two Brazilian original series: Cangaço Novo and How to be a Carioca. These series illuminate different aspects of Brazilian reality. Cangaço Novo depicts a less fictionalized ‘Brasil’ prevalent in mainstream media, featuring themes of drought, the sertão, and local resistance. In contrast, How to be a Carioca presents a more stereotyped ‘Brazil’ tailored for international audiences, focusing on preconceived notions about Rio de Janeiro. Our findings reveal a paradox in the role of SVODs: they perpetuate national stereotypes even as they provide global access to Brazilian content. These platforms shape and export perceptions of Brazil, influencing how the country is viewed both domestically and globally. We explore the tensions between local content creation and global distribution, emphasizing the complexities of globalization, diversity, and cultural identity within the markets of the Majority World.