Brazilian democracy and economy has been stable for more
than a decade and newspapers have also been given the advantage for prosperity
and institutional stability. Although readership is still low, top four newspapers
combined have a circulation of 1.4 million copies daily to an ever increasing
audience.
Even the broadcasting industry and Internet have been experiencing an
astounding growth that started from 1990s and early 2000s. The future of these
emergent technologies in the country seems bright.
Freedom of the press has been somewhat restricted and in
some cases completely abolished for certain important periods of Brazilian
history.
It was not until the end of World War II, that the country started to
enjoy expansion of universities, literacy and newspapers. Mass media,
especially newspapers and magazines did not provide the audience with authentic
information during from the transition of military rule to democratic rule in
the late 1970s (A process known as abertura polictica). However, after the
restoration of democracy and civil liberties in 1980s and 1990s, newspapers and
journalists played an instrumental role in voicing social and economic problems
such as political corruption and poverty. It further took the role of a government
watchdog seriously throughout 1990s and into the twenty-first century ranking
high in terms of public credibility surpassing even the government.
The entire media of Brazil is controlled by six major
companies with no limit on cross-ownership and reach. These handful corporations
own and operate publishing houses, news agencies, as well as cable and
satellite television companies. The government has recently introduced an
educational channel which is socially relevant along with having many community
media groups and productions. Even with the liberalization of internet laws,
political parties are not allowed to use internet as a medium to gain public
support.
In urban areas of Brazil, people utilize communication
technologies to their optimum and in small towns it is still a ritual to gather
and watch communal television together. This not only keeps them informed of
latest development in national, regional, political and economic development,
it also contributes in peoples’ participation and elevates education.
In big cities transportation companies and private
institutions distribute free newspapers which are a huge factor in encouraging
the habit of reading. Due to high level of illiteracy, the concentration of
readers in more in the south part of readers as compared to those in the north.
Distribution rates are high; those that are sold are available at baker shops along
with a variety of other products and at newsagents which are small steel huts
on pavements.
Around 95% if Brazilian households are tuned to television,
out of which only 10% pay for it. Broadcasting airwaves are public and a
federal government agency grants licenses to media companies. Programs in
language other than Portuguese are dubbed and not subtitled as oppose to imported
films that are subtitled and not dubbed.
Television is by far the most reliable and dominant information source
of the country, and nearly everyone watches only one channel, Globo. There are
other networks such as SBT, TV Babderirantes, and TV Manchete along with
hundreds of local and regional Television stations.
With the country is thriving with community arts and
culture, community television has gained immense support from the government as
well as NGOs that provide funds. Such
media programs establish an integral part of Brazil’s colorful and cultural
landscape. Known as one of the greatest public investments in the community
there are dozens of groups teaching hip-hop, graffiti, circus skills,
carnival-arts along with digital media to youths from favelas. Community media
is an educational tool that focuses primarily on training rather than
distribution of content, making it immensely popular and rewarding in the media
circle.
Whenever a new technology arises, radio being the first
communication vehicle has its days numbered. Webradio, which is a new concept
provides interaction and enriches visual aspect, soon replacing the traditional
one.
With telephone lines once preserved only for the elite, Brazil
shifted and reached 233 million mobile phone users in 2011. Buying a smart
phone is however expensive and is equivalent to average monthly income of the
country.
Brazil has the highest rate of participation in social media
with 23% of the entire country’s population, defeating America which has 11.9%.
There are a total of 81.3 million internet users and increasing, out of which
31% use cyber cafes, 27% from home and the rest use their mobile phones for
accessing it.
Twitter being the most powerful forum, has carved a niche
for itself in Brazil. A country which is known for its vast gulf between the rich
and poor has managed to cut through the class divide. What makes it so popular
is the fact that it gives access to normal people to get directly in touch with
their idols and favorite sport stars. Orkut, Facebook and LinkedIn are famous
websites too. Brazilians embrace the social media phenomenon and newfound
status as a budding global power.