Xuxa: The Mega-Marketing of Gender, Race, and Modernity
Publication Year: 1993
Published by: Temple University Press
XUXA'S NARRATIVE CONTINUES TO UNFOLD AS this book goes to press. In keeping with her shift to television markets outside Brazil, the star's debut Englishlanguage children's program is being sold in syndication...
IN 1980, CARLOS DIEGUES made a movie called Bye Bye Brazil. In the film, a tiny band of circus performers travel deep into the Amazon in search of a town or even a village that television has not yet reached. They discover that not a single corner of the nation remains...
1. Myths of Beauty and Myths of Race
THE EXTRAORDINARY dimensions of the Xuxa phenomenon inevitably pose the question of the origins of such an imposing cultural icon. Besides charisma, Xuxa's ability to harness the emotional energy of a mass public is a product of her representation of specific values and attitudes in Brazilian culture. Xuxa has come to embody her country's complex and conflicting...
2. Xuxavision: Programmed Euphoria
XUXA WAS A NATIONAL celebrity before she began her television career, but it was television that conferred on her the status of a star. It is in the context of that medium that the mass audience identification with her image has emerged. Beginning with Xuxa's first television program for children, the "Clube da Crianca" (Kids' Club), which was broadcast on the Manchete...
3. Mass Marketing the Messages
THE NARRATIVE OF Xuxa's stardom is marked by a deep commitment to consumerism. The star's carefully cultivated image, which draws mass audiences with its embodiment of discordant views and its reassuring stance against change, also generates a loyalty that is readily channeled toward messages of consumption
4. Xhaping the Future
THE VIGILANCE WITH which Xuxa's image is tended and the unusual consensus with which its meanings are negotiated by the public, have led to the creation of a media giant that Veja magazine calls "bigger than Globo."1 One measure of the impact ofXuxa...
5. Kids and Kidnappers
THE LEAD STORY ON THE evening news in Brazil on Wednesday, August 7, 1991, was that Xuxa and one of her look-alikes, seventeen-year-old Paquita Leticia Spiller, had apparently been the targets of a bizarre kidnapping attempt. Two young men had bought a car, customized it for battle, and allegedly tried to snatch...
Publication Year: 1993
OCLC Number: 748360459
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