To Be or Not To Be: An Illustrated Guide To Rebrand An Entire Society

TO BE TO BE TUPI OR NOT TUPI: AN ILLUSTRATED GUIDE TO REBRAND AN ENTIRE SOCIETY CULTURAL GENOCIDE Gustavo Machado G R 5 0 0 5 P r o c e s s a n d History of Illustration - Miami University of Art & Design - MFA in Graphic Design

ORLANDO VILLAS BOAS (1914-2002) CLAUDIO VILLAS BOAS (1916-1998) LEONARDO VILLAS BOAS (1918-1961) “THE NATIVE ONLY SURVIVES IN HIS OWN CULTURE.”

BORN TO BE WILD T HIS PROJECT IS I N M E M O R I A M OF THE VILLAS BO A S B R O T H E R S , T HE IND IGENOUS C U L T U R E S T H A T I NHABITED OUR P L A N E T , A N D T HE ONES THAT S T I L L S U R V I V E DESPITE THE IMMENSE PREDATORY D EVELOPMENT TA K I N G P L A C E I N OUR DESTABILIZE D W O R L D . G.M.

MODERATE NEO-TRIBALISM INDUSTRIAL REVOLUTION AND MONOPOLISTIC CAPITALISM ARE TOGETHER IMPOSING RISKS NOT JUST TO THE BIOSPHERE, BUT ALSO TO THE ETHNOSPHERE.

MARSHALL MCLUHAN (1911-1980) “GREAT AGES OF INNOVATION ARE THE AGES IN WHICH ENTIRE CULTURES ARE JUNKED OR SCRAPPED. SCRAPPED.”

ENDANGERED LANGUAGES, ENDANGERED CULTURES OVER THE NEXT CENTURY, 50% OF ALL LANGUAGES WILL BECOME EXTINCT; WITH THEM DIFFERENT VALUES, BELIEFS, AND WAYS TO SEE LIFE.

TRISTES TROPIQUES IN 1500, TUPI (TOO-PEE) WAS THE MAIN ETHNIC GROUP IN BRAZIL, INHABITING THE AMAZON RAINFOREST AND THE BRAZILIAN ATLANTIC COAST. AT THAT PRESENT TIME, RESEARCHERS ESTIMATED A POPULATION OF AROUND 8.5 MILLION PEOPLE.

TRISTES TROPIQUES 500 YEARS AFTER PORTUGUESE SETTLERS ASSIMILATED, ENSLAVED OR SIMPLY EXTERMINATED THEM, INDIGENOUS POPULATIONS ARE REDUCED TO LESS THAN 200,000 PEOPLE, AMOUNTING TO 0.1% OF THE POPULATION OF BRAZIL (180 MILLION).

SOCIAL PATTERNS IN INDIGENOUS SOCIETIES, BODY PAINTING REPRESENTS DIFFERENT SOCIAL GROUPS AS WELL AS SPECIFIC RITUALS: THE PASSAGE TO MANHOOD, WEDDINGS, WAR, ET CETERA.

TUPI OR NOT TUPI = GENDER Male

TUPI OR NOT TUPI = STATUS Shaman

TUPI OR NOT TUPI = RITUAL Wedding

SOCIAL PATTERNS LIKEWISE, IN MODERN SOCIETY BRANDS ARE ALSO ASSOCIATED WITH SOCIAL STRATIFICATION, AND AS A RESULT, EXPRESS DIFFERENT VALUES: MONEY, PRESTIGE, POWER, HONOUR.

TO BE OR NOT TO BE =

EGO FROM ETHNOCENTRISM TO BRAND ENGAGEMENT EVERY TIME TWO COMPLETELY DISTINCT CULTURES COLLIDE, THE TENDENCY IS THAT THE DOMINANT ONE WILL MAKE USE OF MARKETING TECHNIQUES TO IMPOSE THEIR OWN VALUES.

CORPORATE CULTURAL IDENTITY STANDARDS CORRECT INCORRECT

FROM BRAND ENGAGEMENT TO DOMINANT PATTERNS THE FOLLOWING EXAMPLES REPRESENT CURRENT SCENARIOS RESULTING FROM THE USE OF POWER AND OPPRESSION BY DOMINANT GROUPS.

SLAVERY. JUST DO IT. + Nike h a s b e e n a c c u s e d o f s l avery including child labor in Pakistan

LOVE YOUR HOMELAND. + Nativ e l a n d d i s p u t e s a r e a m ong the major issues experienced by indigenous cultures

OBESITY. I’M LOVIN’ IT. + m McDo n a l d ' s h a s b e e n r e g a r ded by many as responsible for a n international epidemic of obese children

mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm mmmmmmmmmmmmmmmm

THIS IS LIVING. SMASH THE OLD WORLD. ESTABLISH A NEW WORLD. + A rec e n t s t u d y r e v e a l e d t h a t games may incite angry players to violence

ARE YOU A CARDMEMBER? SORRY, BUT OUR PRACTICES ARE DISCRIMINATORY. + Ame r i c a n E x p r e s s r e p r e s e n t s one of the most elitist credit cards available in the market

MOVING FORWARD ON WORLD DOMINATION. + For d e c a d e s , J a p a n e s e c a r markers have been conquering the world

HUMAN CAPITAL. YOUR POTENTIAL. OUR PASSION. + In 20 0 6 , M i c r o s o f t w a s c a u g ht giving away Vista-installed computers to prominent bloggers

LIVE RICHLY BY EXPLOITING OTHER CULTURES. + CitiG r o u p r e c e n t l y c l o s e d i t s Japanese private bank after repeatdly breaking local laws

COCA-COLONIALISM. THIS IS IT. + Coca - C o l a i s r e g a r d e d a s a symbol of cultural imperialism around the globe

THINK DIFFERENT IS EXPRESSLY PROHIBITED. + For m a n y y e a r s A p p l e c l a i m ed that Macs were much faster than PCs...even after adopting Intel microprocessors

CLAUDE LEVI-STRAUSS (1908- :-( “ THE WORLD BEGAN WITHOUT MAN, AND IT WILL COMPLETE ITSELF WITHOUT HIM.”

APOCALYPTO APOCALYPSE NOW THESE STAGGERING FACTS CAN LEAD TO POVERTY, INJUSTICE, RELIGIOUS AND SECTARIAN VIOLENCE, RAGE, AND EVENTUALLY TERRORISM.

MARGARET MEAD (1901-1978) “NEVER UNDERSTIMATE THE POWER OF A SMALL GROUP OF PEOPLE TO CHANGE THE WORLD. INDEED, IT IS THE ONLY THING THAT EVER HAS.”

NO SOLUTION SINCE STOPPING WORLD DEVELOPMENT IS UTOPIAN, DOING ANYTHING IS QUITE CHALLENGING. NEVERTHELESS, EXAMPLES ARE AVAILABLE EVERYWHERE FROM A DIVERSE GROUP OF PEOPLE COMMITTED TO MAKE A POSITIVE CHANGE IN OUR WORLD. YOU COULD ALSO TAKE PART IN IT :-)

RESPECT THE DIFFERENCE =

RESPECT THE DIFFERENCE |= ~

RESPECT THE DIFFERENCE =

SUPPORT PRO-DIVERSITY INITIATIVES http://www.ecotrust.org

SUPPORT PRO-DIVERSITY INITIATIVES http://www.langu age-archives.org

SUPPORT PRO-DIVERSITY INITIATIVES http://www.bridgesweb.org

ACT TOWARDS POSITIVE CHANGE Yuri Surkov - Coexistence (Poster)

ACT TOWARDS POSITIVE CHANGE J onathan Barnbrook/Tibor Kalman - Adbusters magazine (Billboard)

ACT TOWARDS POSITIVE CHANGE Michael Franti - I Know I’m Not Alone (DVD)

ACT TOWARDS POSITIVE CHANGE N a o mi Klein - The Shock Doctrine: The Rise of Disaster Capitalism (Book)

ACT TOWARDS POSITIVE CHANGE http://www.freetibet.org

GUSTAVO MACHADO (1969- =;-) LITERARY ETHNOGRAPHER “ GUSTAVO MACHADO IS A DESIGNER AND EDUCATOR WITH AN ALMOST UTOPIAN DREAM: REDESIGN THE WORLD.”

WORKS CITED Azam, Faraz. quot;Nike Shoes and Child Labor in Pakistan. quot; The Mandala Projects. June 1999. American University. Dec 2007 <http://www.american.edu/TED/nike.htm>. Jay, Dru. quot;Land Claims and Treaties and Bands, Oh My!“ The Dominion - News from Grassroots. December 2005. The Dominion Paper. 3 Dec 2007 <http://www.dominionpaper.ca/media_analysis/2005/12/09/ land_claim.html>. Reisman, Rose. quot;Obesity - A National Epidemic.“ Rose Reisman - The Art of Living Well. July 2003. RoseReisman.com. 3 Dec 2007 <http://www.rosereisman.com/content/pdfs/nwsltr_s_2003.pdf>.

WORKS CITED Carnevale, Tony. quot;Study: video games may incite 'angry' players to violence.quot; Joystiq. April 2007. AOL LLC. 3 Dec 2007 <http://www.joystiq.com/2007/04/26/study-video- games-may-incite-angry-players-to-violence>. Ibsen, David. quot;American Express Introduces New Tagline: quot;Are You A Cardmember?quot;.quot; 5 Blogs Before Lunch. April 2007. 3 Dec 2007 <http://daveibsen.typepad.com/5_blogs_before_lunch/2007/0 4/american_expres.html>. Sapsford, Jathon. quot;U.S. market now drives Japan's big car makers.quot; Post-Gazette Now. April 2006. PG Publishing Co., Inc. 3 Dec 2007 <http://www.post- gazette.com/pg/06117/685633-185.stm>.

WORKS CITED Arrington, Michael. quot;The Microsoft “Scandal”.quot; Crunchnotes - Tracking Web 2.0. December 2006. TechCrunch. 5 Dec 2007 <http://www.crunchnotes.com/?p=331>. Cooper, Louise. quot;Scandal-hit Citigroup rebuilds its image.quot; BBC News. March 2005. British Broadcasting Corporation. 5 Dec 2007 <http://news.bbc.co.uk/1/hi/business/4318333.stm>. Erickson, Kevin. quot;U.S. to India: Drink Coke or else!.“ Holy Moly - Exploding the Nexus of Religion, Culture & Politics. August 2006. 5 Dec 2007 <http://www.urbanhonking.com/holymoly/archives/2006/08/u s_to_india_dri_1.html>.

WORKS CITED Snell, Jason. quot;First Lab Tests: iMac with Intel Core Duo processor.quot; Macworld - The Mac Experts. January 2006. Mac Publishing, LLC. 5 Dec 2007 <http://www.macworld.com/2006/01/features/imaclabtest1/in dex.php>. Davis, Wade. quot; Wade Davis: Cultures at the far edge of the world.quot; TED: Ideas Worth Spreading. February 2003. TED Conferences, LLC. 10 Dec 2007 <http://www.ted.com/talks/view/id/69>. quot;Villas Boas Brothers.quot; Wikipedia, the free encyclopedia. 14 August 2007. Wikimedia Foundation, Inc. 16 Dec 2007 <http://en.wikipedia.org/wiki/Villas_Boas_brothers>.

WORKS CITED Wikipedia, the free encyclopedia. 2007. Wikimedia Foundation, Inc. 16 Dec 2007 <http://en.wikipedia.org>. Famous Quotes and Quotations at BrainyQuote. 2007. BrainyMedia.com. 16 Dec 2007 <http://www.brainyquote.com>. Buntin, Simmons. quot;Tristes Tropiques by Claude Levi-Strauss.quot; Blog of Terrain.org: A Journal of the Built & Natural Environments. 26 December 2006. 16 Dec 2007 <http://terrainorg.blogspot.com/2006/12/annotation-tristes- tropiques-by-claude.html>. Vida, Lux. Grafismo Indigena. 1st ed. Sao Paulo, Brazil: Studio Nobel, 1992.

WORKS CITED quot;Contagem da Populacao 2007.quot; IBGE - Instituto Brasileiro de Geografia e Estatistica. 2007. Instituto Brasileiro de Geografia e Estatistica. 16 Dec 2007 <http://www.ibge.gov.br/home/estatistica/populacao/contage m2007/default_coment.shtm>. Cunha, Manuela C. Historia dos Indios no Brasil. 2nd ed. Sao Paulo, Brazil: Companhia das Letras, 1992. Wiens, Elmer G. quot;Linguistic and Commodity Exchanges.“ UBC Student - Tuum Est. 2005. Egwald.ca. 16 Dec 2007 <http://www.egwald.com/ubcstudent/aboriginal/exchanges.p hp>. Best brands of the world - vector logotypes, brand, logo, logotype, logos. 2007. BrandsOfTheWorld.com. 16 Dec 2007 <http://brandsoftheworld.com>.

WORKS CITED quot;Claude Levi-Strauss.quot; Wikipedia, the free encyclopedia. 14 December 2007. Wikimedia Foundation, Inc. 16 Dec 2007 <http://en.wikipedia.org/wiki/Claude_levi-strauss>. quot;Margaret Mead (1901-1978) - An Anthropology of Human Freedom.quot; The Institute for Intercultural Studies. 29 December 2003. The Institute for Intercultural Studies, Inc. 16 December 2007 <http://www.interculturalstudies.org/Mead/biography.html>. Resnick, Elizabeth. quot;The Graphic Imperative - International Posters for Peace, Social Justice, and the Environment.quot; 2006. Massachusetts College of Art / Philadelphia University. 16 Dec 2007 <http://www.thegraphicimperative.org>. Ecotrust - Citizen of Salmon Nation. 2007. Ecotrust. 16 Dec 2007 <http://www.ecotrust.org>.

WORKS CITED OLAC - Open Language Archives Community. 17 November 2007. 16 Dec 2007 <http://www.language-archives.org>. Bridges to Understanding. 2007. 16 Dec 2007 <http://www.bridgesweb.org>. Michael Franti and Spearhead. 2007. 16 Dec 2007 <http://www.stayhuman.org>. Naomi Klein. 2007. 16 Dec 2007 <http://www.naomiklein.org>. Free Tibet Campaign - Chinese Ocuppation of Tibet - Tibetans' Human Rights. 2007. Free Tibet Campaign 2007. 16 Dec 2007 <http://www.freetibet.org>.

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To Be or Not To Be: An Illustrated Guide To Rebrand An Entire Society

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