We use cookies to distinguish you from other users and to provide you with a better experience on our websites. Close this message to accept cookies or find out how to manage your cookie settings.
We use cookies to distinguish you from other users and to provide you with a better experience on our websites. Close this message to accept cookies or find out how to manage your cookie settings.
from Part V - Latin American Literature in Global Markets
Published online by Cambridge University Press: 24 November 2022
This chapter demonstrates an approach to studying digital culture within Brazilian cultural studies that both plays to the existing repertoires of scholars in this area and incorporates the agilities and sensitivities required to do justice to digital culture. It presents a case study of the famous Brazilian internet meme “Cala boca Galvão” of 2010, a joke played by Brazilian internet users at the expense of foreigners, which mushroomed from a catchphrase shared on Twitter during the FIFA World Cup, protesting the verbosity of well-known television presenter Galvão Bueno, into a spoof fundraising campaign to save an endangered parrot in the Amazon. Adopting and adapting a framework put forward by Brian T. Edwards, the chapter analyzes the “meaning,” or content, of the meme (a dispersed collection of texts) and its “movement,” or circulation, revealing how both touch on issues of national identity (including the ongoing importance of television) and the relationship between Brazil and the world. The chapter argues that the continued reverberation and sedimentation of “Cala boca Galvão” and the proliferation of memes emerging on a daily basis in Brazil make digital culture – and the intersections between it and other cultural arenas – essential topics for research in Brazilian cultural studies.
To save this book to your Kindle, first ensure [email protected] is added to your Approved Personal Document E-mail List under your Personal Document Settings on the Manage Your Content and Devices page of your Amazon account. Then enter the ‘name’ part of your Kindle email address below. Find out more about saving to your Kindle.
Note you can select to save to either the @free.kindle.com or @kindle.com variations. ‘@free.kindle.com’ emails are free but can only be saved to your device when it is connected to wi-fi. ‘@kindle.com’ emails can be delivered even when you are not connected to wi-fi, but note that service fees apply.
Find out more about the Kindle Personal Document Service.
To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Dropbox.
To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Google Drive.
