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A erotização feminina no carnaval do Rio de Janeiro como exercício de soft power : um estudo de caso da personagem “globeleza” da rede globo
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A colonização no Brasil foi baseada em uma sociedade aristocrata, escravocrata e
patriarcal desde a sua origem e, a partir destes preceitos, a história do país foi construída
através de concepções compartilhadas pela comunidade colonial brasileira. Apropriandose
dos mesmos, a dissertação tem como objetivo analisar a personagem Globeleza –
criada pela Rede Globo – cuja referência escravocrata está presente na imagem da
personagem e, apesar de seu passado histórico, se consagrou como símbolo nacional.
Com base em estereótipos herdados da colonização europeia no país, a figura da mulata
foi moldada para protagonizar as icónicas vinhetas da emissora para o início do tão
esperado carnaval no país. A sua representação enfatiza o seu corpo nu, dançando de
forma sensual ao som de jingle composto especialmente para a festividade, coberto por
pinturas coloridas e purpurina por mais de vinte anos na televisão brasileira. A
investigação aponta para a possível contribuição na construção de identidade da nação a
partir do agente comunicador, pois sabemos que a comunicação tem o papel em ampliar
e influenciar narrativas, sendo estas personificadas através das “Mulatas Globelezas” no
carnaval brasileiro desde a década de 90 do século XX. Como poderemos verificar, a
Rede Globo não foi a pioneira na apropriação do corpo da mulher para promoção e
divulgação em campanhas publicitárias voltadas ao turismo e, portanto, a
representatividade do país já era reconhecida por suas belas mulheres e a exploração e
“objetificação” de seu próprio corpo. Levando em consideração alguns conceitos/temas
como representação, estereótipo, soft power, identidade nacional e The Tourist Gaze, que
permeiam esta dissertação lançamos um olhar para o impacto e o significado que a
imagem da mulata representa ao Brasil e, deste modo, como a figura da mulher negra
segue profundamente afetada e estigmatizada e – com posições de submissão e de
apelação sexual – a sociedade escravocrata. É objetivo deste trabalho analisar as imagens
das mulatas intituladas como Globelezas e mostrar que elas continuam presentes no
imaginário dos indivíduos com semelhantes concepções passadas: a limitação de lugar na
sociedade e a exploração da imagem corporal mulher negra.
The colonization in Brazil was based on an aristocratic, enslaver and patriarchal society since its origin and, based on these values, the country`s history was built through concepts shared by the Brazilian colonial community. This dissertation aims to analyze the character Globeleza – created by Rede Globo – whose slave reference is present in the character´s image and, despite all its historical past, it has consecrated itself as a national symbol. Based on stereotypes inherited from European colonization in the country, the “mulata” figure was shaped to star in the station's iconic vignettes to start of the long-awaited carnival in the country. Her performance emphasizes her naked body, dancing sensually way through a jingle composed especially for the festivity, covered by colorful paintings and glitter for more than twenty years on Brazilian television. The investigation points to the possible contribution to the construction of the nation's identity based on the communicating agent, as we know that communication has the role of expanding and influencing narratives, which are personified by the “Mulatas Globelezas” in carnival since the 90s. The Rede Globo was not the pioneer in appropriating women´s body for promotion and dissemination in advertising campaigns aimed at tourism and, therefore, the country's representativeness was already known for its beautiful women and the exploration and “objectification” of its own body. Taking into account concepts/theme such as representation, Stereotype, soft power, national identity and The Tourist Gaze, which permeate this dissertation, we take a look at the impact and meaning that the mulata image represents to Brazil and how the figure of black women remains deeply affected and also stigmatized – with positions of submission and sex appeal – by the still enslaver society. This work aims to analyze the images of mulata women called Globelezas and show that they are still present in the imagination of individuals with similar past concepts: the limitation of place in society and corporal exploitation of black women.
The colonization in Brazil was based on an aristocratic, enslaver and patriarchal society since its origin and, based on these values, the country`s history was built through concepts shared by the Brazilian colonial community. This dissertation aims to analyze the character Globeleza – created by Rede Globo – whose slave reference is present in the character´s image and, despite all its historical past, it has consecrated itself as a national symbol. Based on stereotypes inherited from European colonization in the country, the “mulata” figure was shaped to star in the station's iconic vignettes to start of the long-awaited carnival in the country. Her performance emphasizes her naked body, dancing sensually way through a jingle composed especially for the festivity, covered by colorful paintings and glitter for more than twenty years on Brazilian television. The investigation points to the possible contribution to the construction of the nation's identity based on the communicating agent, as we know that communication has the role of expanding and influencing narratives, which are personified by the “Mulatas Globelezas” in carnival since the 90s. The Rede Globo was not the pioneer in appropriating women´s body for promotion and dissemination in advertising campaigns aimed at tourism and, therefore, the country's representativeness was already known for its beautiful women and the exploration and “objectification” of its own body. Taking into account concepts/theme such as representation, Stereotype, soft power, national identity and The Tourist Gaze, which permeate this dissertation, we take a look at the impact and meaning that the mulata image represents to Brazil and how the figure of black women remains deeply affected and also stigmatized – with positions of submission and sex appeal – by the still enslaver society. This work aims to analyze the images of mulata women called Globelezas and show that they are still present in the imagination of individuals with similar past concepts: the limitation of place in society and corporal exploitation of black women.