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  • The 7 Keys to Communicating in Brazil—An Inter-cultural Approach by Orlando R. Kelm and David A. Victor
  • Debora Zamorano
Kelm, Orlando R., and David A. Victor. The 7 Keys to Communicating in Brazil—An Inter-cultural Approach. Washington DC: Georgetown UP, 2017. Pp. 211. ISBN 978-1-62616-352-2.

The 7 Keys to Communicating in Brazil is a state-of-the-art guide for North Americans on how to interact and do business in Brazil. The guide provides an accurate and precise explanation on Brazil and the Brazilian people in seven different areas: language; environment and technology; social organization; Brazilian context; authority conception; nonverbal behavior; and time conception. These areas, or the LESCANT approach, as the authors have named it, are [End Page 161] extremely useful for the readers' comprehension of not only the contents of the book, but of the essentials for conducting business successfully in that part of South America. The 7 Keys to Communicating in Brazil is the first study to explore the above-mentioned areas that are usually taken for granted, but can actually facilitate business transactions and interactions or make these relationships difficult when not mastered in a detailed manner. In short, the book provides the reader with directions on how to understand Brazil and Brazilians in seven different capacities.

In order to better understand the thesis of the book, a brief highlight of its structure is necessary. For each of the seven areas described above, there is a detailed explanation, which may include some history, practical examples, illustrations, and recommendations on how to act while doing business or visiting Brazil. The end of the book presents the reader with a real-world business case to tackle topics of interest to help the reader better succeed in Brazil

The book's main strength is that it conveys key communication techniques to be successful in Brazil to the reader. When addressing the seven cultural areas mentioned above, the authors explain how to communicate effectively in each of them. The book utilizes catchy and appealing narratives, as well as illustrations and examples of communication mistakes foreigners make when in Brazil; these are helpful for North Americans to understand the nuances of the Brazilian culture, and more specifically, the Brazilian way of interaction.

The authors' captivating examination of Brazilian habits highlights the "jeitinho Brasileiro," that is, the capacity of getting around a rule. The explanation of "jeitinho," which defines one of the most important Brazilian cultural traits, is clear, accurate and easy to understand. The characteristic "jeitinho" is thus an important trait to grasp in order to have a good interaction with Brazilians.

In summary, the book encourages good communication and interaction with the Brazilian people and provides a detailed template for North Americans to overcome communication obstacles they may have when going to Brazil. The recommendations are invaluable, appealing, and comprehensible. The book not only informs the reader of various Brazilian cultural facets, but it also gives a credible portrayal of how to behave and interact with Brazilians.

The book is highly recommended for anyone who desires to understand the way Brazilians connect, communicate, and cooperate. Naturally, Portuguese students will also benefit from the book, since languages are always better understood through their respective cultures. The anecdotes, photographs, historical context, and recommendations contained in the book are precise and genuine, thereby making the book very pleasant to read. Authors Kelm and Victor have composed a riveting narrative to enhance business-related communication between North Americans and Brazilians through a thorough knowledge of different aspects of Brazilian life such as crime and safety issues, non-verbal communication, and many others. The authors have accomplished their objective with excellence.

Debora Zamorano
University of Texas at El Paso
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