‘Whose Place of Speech?’ Brazil’s Afro- and Queer-Centric YouTube Channels and the Decentralization of TV Globo’s Telenovela Discourse

• Published in: Social sciences (Basel) Vol. 13; no. 1; p. 39
• Main Author: Castro McGowan, Regina
• Format: Journal Article
• Language: English
• Published: Basel MDPI AG 01-01-2024
• Subjects: Audiences; controlling images; Democracy; discourse; Females; Feminism; Gender identity; Heterosexuality; Ideology; queer; Race; Sexuality; Slavery; Speech; telenovela; TV Globo; Brazil
• ISSN: 2076-0760; 2076-0760
• DOI: 10.3390/socsci13010039

For several decades, Brazil’s Grupo Globo, which controls radio, TV, and newspaper, served as the hegemonic voice controlling the audio, visual, and narrative dimensions of social phenomena that formed and informed social, political, and cultural attitudes among Brazilians. Of all their divisions, none has been more influential than the TV Globo network. Lately, with the popularization of free access to digital media, such as those offered by YouTube, TV Globo’s viewership has substantially declined. This paper discusses the concept of controlling images to analyze examples of TV Globo’s constructed visual image of the hypersexualized Afro-Brazilian female body in the network’s soap operas. It also analyzes cases of TV Globo’s constructed narrative over another subaltern Brazilian group: the LGBTQIA+ community. Recently, Afro-Brazilian and Queer-centric YouTube channels have attracted subscribers by emphasizing content centered on negritude, gender politics, and place of speech while deconstructing and de-normalizing Eurocentric and patriarchal controlling images. Against examples of TV Globo’s normative discourse of the past decades, the YouTube channels discussed in this paper represent alternative mediums for agency, visibility, and unbiased representations of gender and racial identities in Brazil.