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MASS MARKETING THE MESSAGES HE 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 . The array of products Xuxa endorses offers the public a variety of ways to express their allegiance to her and the values for which she stands. With enough money, a child can eat Xuxa food, wear Xuxa clothes, bathe with Xuxa soap, play Xuxa games, records, and videos, read Xuxa comics, and go to sleep between Xuxa sheets. Such items are the substance of the dream the star projects. Through them, the euphoria she generates on the "Xou" materializes as ownership and a sense of belonging. The star has called the "adoration" her fans express a "sickness." I Usually, however, Xuxa celebrates the extremes ofloyalty she inspires. A constant refrain in Xuxa's media coverage describes her pleasure at learning 96 ...

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