Andreza Rocha

Title of the Dissertation

The Birth of Brazilianism: The Stereotypical Representation of Brazil in the Context of Cultural Imperialism and Media Concentration

Supervisor(s):Prof. Christer Petersen, Prof. Marie-Theres Albert


The thesis investigates the representation of Brazil in American mainstream cinema, which tends to reproduce stereotypes that have their roots in narratives produced by European explorers during the colonial era. Films and other media from Brazil generally portray the country’s ethnic and cultural diversity more accurately, but due to media concentration and the global supremacy of the US-based film and television industry, only a few manage to reach international audiences and challenge widespread stereotypes. An analysis of the representation of Brazil in American films produced between 1984 and 2011 shows how an ethnocentric regime of representation contributes to the perpetuation of cultural, ethnic and national stereotypes that reinforce colonialist and reductionist ideas about developing countries. In connection to the issues of media concentration, cultural imperialism and stereotyping, the thesis examines the relevance of the New World Information and Communication Order (NWICO) debate, which emerged within UNESCO in the 1970s.

Short Bio

Andreza André Da Rocha graduated in Social Communication and Journalism at the Catholic University of Rio Grande do Sul (PUCRS - Porto Alegre, Brazil) in 2005 and completed the Master of Arts in World Heritage Studies at the Brandenburg University of Technology (BTU Cottbus) in 2008. In 2007, Andreza took part in the exchange programme “Sharing our Heritages” and spent a semester at the Curtin University of Technology in Perth, Australia, where she took classes on cultural heritage management and Aboriginal culture. Her main research interests are in post-colonialism, mass media and representation. Andreza is the co-founder and vice-president of the World Heritage Studies alumni association, the International Association of World Heritage Professionals e.V., which maintains a global alumni network and organizes conferences and scientific publications. She is currently working as press officer in various research projects at BTU.