The Brazilian culture industry according to Renato Ortiz

Authors

  • Marcelo Ridenti Universidade Estadual de Campinas - UNICAMP

DOI:

https://doi.org/10.4013/csu.2018.54.2.01

Abstract

The article focuses on Renato Ortiz’s interpretation of the culture industry in Brazil. The hypothesis proposed by him became a reference for other authors and a part of a common consolidated knowledge, which does not always recognize its origin in the work of Ortiz. According to him, culture industry only matured in Brazilian society in the 1960s and 1970s, under military rule, when the market for cultural goods reached a high level in volume and size, with the expressive development of the television, music, film and publishing industry, and others, as well as advertising agencies and all kinds of mass media businesses, increasingly managed according to international standards of business rationality, with direct or indirect support from the State. For the author, the maturing of the culture industry generated a “modern Brazilian tradition”, which ideologically incorporated the national and popular utopian formulations to build an “international popular” that would sell Brazilian cultural products also for the foreign market. The “popular” would now be understood as what is more widely accepted by the general public, and the “national” conceived as a space of ??domestic consumption and an attribute for the worldwide sale of Brazilian cultural products, such as soap operas.

Keywords: Brazilian culture, culture industry, modernity.

Author Biography

Marcelo Ridenti, Universidade Estadual de Campinas - UNICAMP

Professor Titular de Sociologia desde 2005 no IFCH/UNICAMP, onde defendeu tese de livre-docência (1999). Doutor em Sociologia (USP, 1989), graduado em Ciências Sociais (USP, 1982) e em Direito (USP, 1983). Pós-doutorado na EHESS, Paris (2000 e 2010). Ingressou na UNICAMP em 1998, fora docente da UNESP/Araraquara (1990-1998), e da UEL (1983-1990). Professor visitante na Universidade Columbia, Nova York (2014-2015). Tem experiência na área de Sociologia, atuando principalmente nos seguintes temas: cultura/ arte e politica/ esquerda brasileira/ intelectuais/ pensamento marxista/ ditadura militar no Brasil/ anos 1950, 1960 e 1970. Autor de vários livros, capítulos de livros e artigos no Brasil e no exterior, entre eles, Brasilidade revolucionária - um século de cultura e política (Ed. Unesp, 2010), Em busca do povo brasileiro: artistas da revolução, do CPC à era da tv (Ed. UNESP, 2a. ed. revista e ampliada, 2014), O fantasma da revolução brasileira (Ed. UNESP, 2a. ed. revista e ampliada, 2010). Foi Secretário Executivo da ANPOCS (2004-2008). Integrou órgãos de avaliação na FAPESP (2006-2012) e no CNPq (2010-2013). Orientou 28 mestrados e 13 doutorados concluídos, mais 4 supervisões de pós-doutorado. Seus ex-orientandos são docentes e pesquisadores na USP, UNESP, UNICAMP, Unifesp, UFG, UFMT, UFES, UFFS, UEL, Unioeste, SESC-SP, entre outras instituições.

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Published

2018-09-28

Issue

Vol. 54 No. 2 (2018): May/August

Section

Dossiê: A moderna tradição brasileira, 30 anos depois

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