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Brazil Mash-Up: Briefing
Thursday, 27 January 2011
tags: culture, emergence, global vectors, making sense, network, semiotics
Here’s a Brazil wiki mash-up experiment where we share and combine notes on thinking in progress. It will last for 9 days, ending February 6th.
Please send us something about past, present or emerging representations of Brazil and Brazilianness where you are. This can either be a short spontaneous piece following all or part of the format below. Or add comments to build on any ideas about your local market published in someone else’s post in this series.
Look for the Brazilian flag in our home page windows from now until February 6th – this is about building a critical mass of ideas, not debating, evaluating or selecting at this stage.
Please send your ideas to firstname.lastname@example.org . We’ll combine all the input (at an editorial meeting in Sao Paolo on 7th and 8th February) to identify some highest common factor cross-cultural ideas for communicating emerging Brazilianness – as Brazil becomes the most economically dynamic of the emerging nations and looks forward to hosting the Olympics and World Cup. These hypotheses will then guide a number of more detailed programmes of semiotic and cultural analysis looking at media and brand communications in a group of key national markets.
Many thanks in anticipation for participating. We'll publish selected inputs to give a flavour of how this is evolving. If you’d prefer what you send not to be published just tell us. Here we go…
1. INTRODUCTION – broadly how perceptions of Brazil have changed in your culture and where they seem to be heading (the best ideas will probably emerge from parts 2, 3 and 4 of the process below).
2. What are the RESIDUAL CODES & SIGNIFIERS of Brazilianness in your culture? Dated representations, echoes of the past, cultural clichés. Things that are still around but don’t really feel alive and current. Pick 3 Residual themes or codes and a couple of key illustrations for each.. Don’t expect to be exhaustive in your analysis. This is a group collaboration and building exercise. The initial posts will be just to get the ball rolling in each country.
3. What are the DOMINANT CODES & SIGNIFIERS of Brazilianness in your culture? The norms for today. Cliches and received wisdom that are still alive and healthy – the words and images that reflect and reinforce mainstream perceptions. Again pick 3 codes and illustrate each with a few key signifiers. Be spontaneous – don’t expect to cover everything.
4. What are some EMERGENT CODES & SIGNIFIERS of Brazilianness. New thoughts and images that challenge the clichés and move things forward. Things that seem fresh. Where do these images come from? What’s the source of this cultural energy & what’s driving this discourse around Brazilianness forward? Again around 3 codes and around 3 signifiers per code will do it.
5. Reflection, conclusions, TRAJECTORIES OF CHANGE. What’s the pattern of change you are seeing in your country’s perception and representation of Brazil and Brazilianness? Where is that pattern (or those patterns) taking us. What does it’s logic and direction tell you about where it might be in 2, 3, 4, 5 years time?
Add ONE KEYNOTE VISUAL from your country to illustrate something in the Emergent Brazilianness area. If you’re a new contributor to Semionaut and would be happy for what you send us to be published please include a maximum 80 word biography and a head/face photograph.
We’ll post shortly some notes (following this format) of work in progress on Brazilianness in the UK. Input from Brazil, China, India, the US and wherever you are will, we anticipate, follow that.