Visions of Brazilian Soft Power: The Eagle and the Parrot (1995-2015)
The concept of soft power was first incorporated into the American political discourse, since then it ‘trickle down’ to other political leaders, editorial writers and scholars. In this paper, Joseph Nye’s book serves as a primary approach to understand US soft power in Brazil, and to explore how Brazil is portrayed in the United States. Subsequently, I examine the official discourse of the Brazilian government in its effort to breakdown the stereotypes, while casting the images of a potential soft power. After a prospective research about the image of Brazil abroad, the selection of American media products is aimed at examining the discourse of the US stereotypical visions of Brazilian femininity and masculinity. Against this background, the figures of the mulata and the footballer play a key role in labeling Brazilian gender images.
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