The purpose of this paper is to analyze 1993 Amelia Simpson's book Xuxa: The Mega-Marketing of Gender, Race, and Modernity, still one of the main references to those who are in search of comprehending the phenomenon Xuxa. Based on the premise of the abolishment of any ideal of neutrality and objectivity in the production of knowledge, the results of the analysis point to the reproduction of a colonialist discourse by describing the phenomenon like a typical one come from a third world country - underdeveloped, with an undereducated population that is easily manipulated by mass media.
Production of knowledge; colonialist discourse; phenomenon Xuxa