Soft Power and Digital Television in South America: the Brazilian campaign to promote ISDB-Tb according to governmental actors' narratives

Brandão, Angela S.

doi:10.1590/1809-5844201527

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• Intercom, Rev. Bras. Ciênc. Comun. 38 (2) • Jul-Dec 2015 • https://doi.org/10.1590/1809-5844201527 copy

Soft Power and Digital Television in South America: the Brazilian campaign to promote ISDB-Tb according to governmental actors' narratives

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

In 2006, Brazil became the first country to import the Japanese Terrestrial Digital Television standard. Its decision was followed by almost all countries of South America. From an interdisciplinary approach between Communication and International Relations studies, this article investigates the Brazil's role in the adoption process of ISDB-Tb by neighboring countries. With qualitative methods (semi-structured interviews with a purposive sample), this paper analyzes the speeches of Brazilian authorities, based on studies of narratology. The goal is to understand what were the motives, subjects, values and secondary actors behind this Brazilian promotional action. The findings suggest that the Brazilian influence on the neighbors was intentional, and compatible with Soft Power strategies adopted by Brazil during the administration of President Lula.

Keywords:
Brazil; Soft Power; Digital Television; Narratology; Actantial Model

	Roberto P. Martins Ministry of Communications	Andre Barbosa Filho Civil House	Hadil Viana Jr. Ministry of Foreign Relations
Mandator	The opportunity to "geopolitical advantages". The projection of Brazil. Memory failure Pal-M. A response to domestic critics of the Brazilian election.	An opportunity to "improve the Brazilian image" abroad President Lula Minister Dilma	President Lula and his project of "leading Brazil". Fear of isolation from the experience of Pal-M. Diplomatic opportunity "positive tone" among countries in the region
Valuable object	The campaign as an attempt to "share an experience" with neighbors. It is the "good neighbor policy"	Economic development opportunity for Brazil and other countries. What is offered is "relationship policy", the association for joint and shared development.	Opportunity for regional integration, from adequate to the regional reality technology.
Leaders/ Subject-agents (relative to the value object)	The Brazilian government, under the coordination designed by MRE. At times, Lula and ministers Helio Costa and Dilma Roussef are also presented as "subjects".	"We": Roberto (Pinto Martins), Hadil (Viana Jr.) and I, representatives of the Ministry of Communications, the MRE (Itamaraty) and the Civil House respectively. MRE is presented as manager action.	A large group of experts and entrepreneurs, under the political leadership of the government (MRE as campaign strategist).
Subjectpresidents Beneficiaries	South America was the initial focus.	Neighbors in South America and, later, Latin America and Africa.	Countries in South America (Latin America should "be later")
Helpers	Japan: decisive, adding credibility to the technology to be adopted. The adoption Argentina: I knew that there was going to achieve expansion.	The accession of Argentina, "the universe conspired".	Japan: Late assistant. Companies and Brazilian researchers linked the issue. The choice by Argentina: a watershed.
Opponents	Representatives of the European model. Critics of the Brazilian election.	Authorities and representatives of the European and American standards.	Mainly the representatives of the European standard.

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[1] Angela S. Brandão

PhD candidate in Communication Sciencies at Pontifícia Universidad Católica de Chile. Master's in Communication Sciencies for the same university. MBA in Digital Television and New Media from the Universidade Federal Fluminense (UFF), Rio de Janeiro (Brazil). Journalist graduated from PUC - Rio. Communication Legislative Analist in the Federal Senate of Brazil since 1998. Her interests include political Communication, digital television, new media, docudramas and mediatization. She published articles in indexed journals in the Communicational area, among them, Cuadernos.info (Scopus) and Mass Communication and Society (ISI). Email:abrando@uc.cl