MAXIMUM MEDIA

Brazilian democracy and economy has been stable for more than a decade and newspapers have also been given the advantage for prosperity and institutional stability. Although readership is still low, top four newspapers combined have a circulation of 1.4 million copies daily to an ever increasing audience. Even the broadcasting industry and Internet have been experiencing an astounding growth that started from the 1990s and early 2000s. The future of these emergent technologies in the country seems bright.

Freedom of the press has been somewhat restricted and in some cases completely abolished for certain important periods of Brazilian history. It was not until the end of World War II, that the country started to enjoy expansion of universities, literacy and newspapers. Mass media, especially newspapers and magazines did not provide the audience with authentic information from the transition of military rule to democratic rule in the late 1970s (A process known as abertura polictica.) However, after the restoration of democracy and civil liberties in 1980s and 1990s, newspapers and journalists played an instrumental role in voicing social and economic problems such as political corruption and poverty. It further took the role of a government watchdog seriously throughout the 1990s and into the twenty-first century ranking high in terms of public credibility surpassing even the government. 

The entire media of Brazil is controlled by six major companies with no limit on cross-ownership and reach. These handful corporations own and operate publishing houses, news agencies, as well as cable and satellite television companies. The government has recently introduced an educational channel which is socially relevant along with having many community media groups and productions. Even with the liberalization of internet laws, political parties are not allowed to use internet as a medium to gain public support.

In urban areas of Brazil, people utilize communication technologies to their optimum and in small towns it is still a ritual to gather and watch communal television together. This not only keeps them informed of latest development in national, regional, political and economic development, but it also contributes in boosting peoples’ participation and elevates education.

In big cities transportation companies and private institutions distribute free newspapers which are a huge factor in encouraging the habit of reading. Due to high level of illiteracy, the concentration of readers in more in the south part of readers as compared to those in the north. Distribution rates are high; those that are sold are available at baker shops along with a variety of other products and at newsagents which are small steel huts on pavements.  

Around 95% if Brazilian households are tuned to television, out of which only 10% pay for it. Broadcasting airwaves are public and a federal government agency grants licenses to media companies. Programs in language other than Portuguese are dubbed and not subtitled as oppose to imported films that are subtitled and not dubbed.  Television is by far the most reliable and dominant information source of the country, and nearly everyone watches only one channel, Globo. There are other networks such as SBT, TV Babderirantes, and TV Manchete along with hundreds of local and regional television stations.

With the country thriving in community arts and culture, community television has gained immense support from the government as well as NGOs that provide funds.  Such media programs establish an integral part of Brazil’s colorful and cultural landscape. Known as one of the greatest public investments in the community, there are dozens of groups teaching hip-hop, graffiti, circus skills, carnival-arts along with digital media to youths from favelas. Community media is an educational tool that focuses primarily on training rather than distribution of content, making it immensely popular and rewarding in the media circle.

Whenever a new technology arises, radio being the first communication vehicle has its days numbered. Webradio, which is a new concept, provides interaction and enriches visual aspect soon replacing the traditional one.

Telephone lines that were once preserved only for the elite, has shifted and reached 233 million mobile phone users in 2011. Buying a smart phone is however expensive and is equivalent to the average monthly income of the country.

Brazil has the highest rate of participation in social media with 23% of the entire country’s population, defeating America which has 11.9%. There are a total of 81.3 million internet users and increasing, out of which 31% use cyber cafes, 27% from home and the rest use their mobile phones for accessing it.

Twitter being the most powerful forum, has carved a niche for itself in Brazil. A country which is known for its vast gulf between the rich and poor has managed to cut through the class divide. What makes it so popular is the fact that it gives access to normal people to get directly in touch with their idols and favorite sport stars. Orkut, Facebook and LinkedIn are famous websites too. Brazilians embrace the social media phenomenon and newfound status as a budding global power.

Palak Singh

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