Highlighting the Darker Side of Liberal Internationalism for a Counter-Colonizing Consumerism

Influências eurocêntricas no Sistema Brasileiro de Autorregulamentação Publicitária: pesquisa histórica sob uma perspectiva decolonial

“…With the advance of the Cold War, the ideological bipolarization of the world was cemented (GRANDIN, 2010). Brazil allied itself with the Western Bloc, with the predominance of U.S. geopolitics (HEMAIS and FARIA, 2018). At that time, advertising was truly massified and became a machine used to mold opinions and control information.…”

“…Any kind of emancipation in the advertising sector, therefore, is compromised because the Eurocentric domination seems to be made in such a way as to curb any attempts to create a form of advertising that is de facto Brazilian -or even Latin American. This picture, however, is a reflection of a bigger plan, in which a large part of consumerist practice in Brazil seems to suffer from such Eurocentric domination (DURAND, 2003;HEMAIS and FARIA, 2018). Brazilian consumers consequently end up being defended by a consumerism that was hardly intended to meet their needs concerning corporate abuse, which would lead us to ask whether or not we are really being protected at all.…”