Brazilian Conservative Society

1. From the coffee fields to the soccer fields: a
brief analysis of the Americanization of Brazil
and how the “country of soccer” suddenly
started to hate it
Marcos Arraes

2. Presenting the Problem

3. January, 31 - 2014

4. February, 2014

5. March 22, 2014

7. Historical Background
• 1500 – 1822: Colonial times
Victor Meireles

8. – Plantation System
– Power Relations – Aristocracy and “Servants”

9. • 1822 – 1889: Empire / Monarchy
– Slavery and Coffee
Jean Baptiste
Debret
Johan Moritz Rugendas

10. • 1889 – Today: Republic

11. Brazilian Republic
• 1889 – 1930
– Economy based on Coffee
– Old Slave Aristocracy remains in Power (Free
Labor)
– Racial Whitening
– Social Darwinism
– Gentrification in Big Cities – Erase Colonial
past and bring the progress

12. • 1930 – 1945: Industrialization and the Building
of America as a Paradigm
– Germanism Vs Americanism
– Good Neighbor Policy  OCIAA (Rockfeller Jr)

13. Answer of Freedom
Once again the the scourge fell upon
the world. The agents of evil
unleashed the curse, throwing a
challenge to America's fundamental
principles - justice, decency and
freedom. But Freedom is reacting,
and with energy, we are opposing to
the force, a force even greater, the
organization, an organization even
better, to sacrifice more extensive
sacrifices. The Bell Aircobra is a
symbol of the response of Freedom -
the deadliest combat single-engine
airplane. The enemy has reason to
fear it. At this time, a vast army of
workmen and engineers devoted to
the cause of Freedom are working
night and day to produce Aircobras
in dizzying numbers. At their service
are the most modern technical
facilities. As a result of Democracy,
Bell Aircobra is an example of the
aptitude of free men to lead the
Reader’s Digest Brazil – August 19

14. Post WWII
• Changes in Culture
– American Way of Life – Buy a land, build a
house and all the utensils one can have 
Family and Freedom
– Supermarkets, Department Stores
– Marketing

15. O Cruzeiro – Middle

16. O Cruzeiro – Middle

17. • American Paradigm VS Old European
Bourgeois Life Style
• Power Relations did not change – still based
on the european colonial past

18. • Protests and Riots – 2013 / 2014
– Public Expenses, Corruption
– Fighting Actual Government  Middle Class Crisis
• Last 10 years, middle class in Brazil more than
doubled – from 25% to 53%
• Quotas System  Blacks and Working Class in
the Universities
• Terrified Middle Class – A Dream and a
Nightmare
• Economy has improved  However, violence
has not diminished – IT has grown. 
Inequalities in cultural sphere

19. Source: www.copa2014.org.br

20. World Cup Oficial Numbers
Source: www.copa2014.org.br

21. Source: www.copa2014.org.br

22. Conclusion
• Brazilian Middlebrow Culture  Hybridization from
Colonial Past and an interpretation of the American
Way of life
• Not to blame history. Political decisions instead of
fighting this structure, have been based on it 
Meritocracy
• American Model in Education  Vestibular
• System that reproduces itself: low quality basic
education and High Quality Higher Education  Only
middle class reaches the University system. Private
schools as training to Vestibular and Public schools
are in a bankrupt

25. Thank You!