브라질 축구광고에 나타난 인종에 대한 고정관념의 재생산
Reproduction of racial predujice in Football Ads
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In the course of realizing so-called “racial democracy” in Brazil, football had played great role in order that blacks and mixed-bloods were re-evaluated and considered as one of precious brazilian values. Allowing the integration of non-whites in Brazilian society, Brazilians got a tendency of considering any non-whites achieved high social status as non-blacks or non-mixed-bloods. However, racial discrimination still exists in Brazil in forms of social class discrimination instead of skin color because the majority of the low social class is non-whites. Traditionally non-whites had been the synonym of poverty and ruled class while whites had been a symbol of richness and ruling class. This traditional prejudice formed racial-stratum stereotype in Brazilian society regarding blacks and mixed-bloods as socially low class and the poors suffering from poverty. This study then shows that, in Brazil, racial discrimination is transformed in social stratum discrimination through Brazilian football ads.
Abstract
In the course of realizing so-called “racial democracy” in Brazil, football had played great role in order that blacks and mixed-bloods were re-evaluated and considered as one of precious brazilian values. Allowing the integration of non-whites in Brazilian society, Brazilians got a tendency of considering any non-whites achieved high social status as non-blacks or non-mixed-bloods. However, racial discrimination still exists in Brazil in forms of social class discrimination instead of skin color because the majority of the low social class is non-whites. Traditionally non-whites had been the synonym of poverty and ruled class while whites had been a symbol of richness and ruling class. This traditional prejudice formed racial-stratum stereotype in Brazilian society regarding blacks and mixed-bloods as socially low class and the poors suffering from poverty. This study then shows that, in Brazil, racial discrimination is transformed in social stratum discrimination through Brazilian football ads.
참고문헌 (19)
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