Disneyization - Tourism and Commodification

Commodification are symbols of tourist experiences transformed into tangible commodities that are instantly recognizable and ubiquitous for example t-shirts and key chains.

So have tourists been the culprit for commodification of cultures and traditions?

Yes, tourism has played a huge role in it. Local culture and traditions are increasingly commodified to attract tourists to specific areas. For example, a souvenir which is a T-shirt that reads “I HAVE 5 (World Cups) HOW ABOUT YOU?” This is about the soccer in Brazil, where they mentioned about winning the FIFA World Cup five times, more than any nation. However, is soccer in Brazil just about the triumphs? My answer is no and commodification has resulted in people forgetting about the rich soccer culture other than their victories. The man who brought soccer into Brazil, Charles Miller, is long forgotten.

As tourists visit a particular country, the hosts will often try every means to exceed his or her expectations. This results in a simplification of a culture, usually so that the best of the culture is presented to the tourists. Commodification is common now in every nation including Singapore where Merlions are given out as key-chains to tourists and tourism is no doubt a culprit of it.

However, on the other hand, tourism does play a part too in revitalizing traditions and cultures.

By having more tourists in a nation, it will encourage civic involvement and pride. Locals will learn about the financial value of their own natural and cultural sites and stimulate the feeling of pride among them. This will encourage them to be interested and help to sustain the cultures or traditions.

Based on Doxey’s Irridex, if the locals are in the euphoria cycle, tourists will be much appreciated and welcomed. The locals’ reaction to tourists also plays an important role. If their attitudes and behaviour are of the Revitalization, they will preserve, display and boast cultural resources to tourists. For example, during the Rio Carnaval, locals are proud of their own culture and are more than happy to showcase it to the entire world through TV programmes and the tourists.

Therefore, I feel that tourism plays a part in both commodification and revitalization of cultures and traditions. The important factor that lies behind it is the perception of the hosts towards them. The outcome that the tourists will bring depends largely on the locals themselves.

Disneyization - Brazil and Tourism

As tourism begins to play an important role in Brazil, there are bound to be some impacts that will occur inevitably, both positives and negatives.

Environmental

As more tourists travel to Brazil, awareness of Brazil’s environment will be raised. The government will have to improve on the poorer places infrastructures and buildings to accommodate to the tourists. Through that, the locals will benefit from it. As Brazil has an amazing wildlife and environment, eco-tourism might be implemented to boost tourism growth.

However, with the influx of tourists entering the country, it is inevitable that pollution will occur. During events or festivals, there will be noise, air and land pollution happening. Diseases might be introduced into and out of the country if there are no basic health and hygiene practices.

Economy

Tourism is bound to bring about economic benefits. With more tourists visiting the countries, it generates more jobs for the locals. For example, during the Rio Carnaval, all kinds of jobs will be created for the locals to help manage the tourists. With local cuisines available during the festival, the money that tourists use to spend to purchase them will also help boost the economy.

However, on the other hand, these seasonal jobs which are only available during large events such as the Carnaval might lead to high levels of unemployment. Brazil might also be too dependent on tourism industry over the years and this might lead to dire consequences. One example is after the Bali bombing incident, the country suffered for years to recover from it.

Social

On the other hand, the influence of the tourists might lead to a change or loss of indigenous identity and values. The tourists will have their own mindsets and ways of life and they might influence the locals. Over time, the locals might hence lose their own identity and be influenced by the tourists.

When tourists visit Brazil, they are bound to bring with them their own culture and customs. With that, both parties, the locals and the tourists, are able to learn from one another and reduce negative perceptions and stereotypes. It is a force for peace as it brings people into contact with each other.

References:

http://www.google.com.sg/imglanding?q=brazil+money&um=1&hl=en&biw=1280&bih=666&tbs=isch:1&tbnid=t_k7nDQ9HNaljM:&imgrefurl=http://www.infendo.com/que-lastima-brazil-wii-pre-orders-begin-for-a-price/&imgurl=http://www.infendo.com/uploaded_images/Brazil-money-724710.gif&zoom=1&w=230&h=215&iact=hc&ei=T4wATff1DYiGrAe9woyUDw&oei=T4wATff1DYiGrAe9woyUDw&esq=1&page=1&tbnh=139&tbnw=149&start=0&ndsp=19&ved=1t:429,r:2,s:0

Disneyization - Rio de Janiero Carnaval

Theming

The Rio Carnaval used to be a festival where people dress up in costumes and perform along the streets of Rio. Accompanied by the sounds of their local instruments, Brazilians would just party the day and night away.

However, today, due to the influence of Disneyization, the event has earned itself a theme. Using their popular local music Samba, Rio Carnaval has now primarily focused itself around the Samba theme. The street parade in the past was for all sorts of music and dance but now the main highlight of it is known as the Samba Parade.

Disney theme parks are famous for their various themes. Brazil, by using their rich history and symbolism, which in this case is their Samba culture, has successfully infused the theme into their world famous festival. With this tactic, I am sure that the Rio Carnaval will be successful for the many decades to come.

Hybrid Consumption

Hybrid consumption refers to the blending of services and products to become increasingly difficult to distinguish. For example, visiting Disney theme parks will no longer be just about enjoying their rides, but also the food, environment and merchandises for example.

In the case of Rio Carnaval, Disneyization has transformed the festival greatly. Street food and local food are part of the festival as the locals and tourists are able to enjoy a great feast. Music and dance aside, people who attends the event are also able to mingle with one another. Tourists and locals can have a greater interaction. With Brazil now focusing on tourism, Disneyization has helped them tremendously.

Merchandising

Merchandising involves the promotion and sale of goods in the form of copyright images and logos.

Having such an amazing history behind this festival, the Brazilians are the best at partying and they know that. Over the years, the Carnaval has improved after each annual edition to meet the needs of the country. From pure entertainment purposes, it has now transformed into a world famous attraction to improve their tourism receipts and economy.

The promotion of the event through travel agencies and websites allows the entire globe to know that the Rio Carnaval is a hallmark event in Rio de Janeiro and not any nation can emulate it.

Performative Labour

This refers to the frontline service work to be viewed as a performance. With service now regarded as one of the most important aspects in any forms of business, this is highly important. As tourism is now one of the priorities of Brazil, they know that it is important to ensure that they are safe and comfortable.

Disneyization has influenced the event in this aspect, with security measures being implemented and controls stricter. It is now considered to be the safest place in South America.

Reference(s):

http://disneyology.blogspot.com/2010/03/disneyfication-and-disneyization.html

Brazil - What is it known for?

So, what is Brazil known for?

Beaches? Brazilian women? Amazon? Samba?

Having such a rich culture and beautiful landscape, Brazil is famous for so many different things. With the countless of festivals and activities available, I have picked two of the most famous ones not mentioned earlier in the blog.

1) Soccer

For many men in the world, the first thing that comes to their mind when Brazil is mentioned is soccer. The number sport in Brazil is undoubtedly soccer.

Brazil national team, Selecao

The fame and glory the Brazil national soccer team brought to the country further raised the profile of the sport in the nation. Possessing brilliant and unique techniques, the Brazilians have won the FIFA World Cup five times, the most any nation has achieved. They are known as the football giants despite the fact that it was the Englishmen who invented the game. The footballers are treated as celebrities not only in their home country, but all over the world. Ronaldinho and Ronaldo soon became household names all over the globe.

Soccer and its history in Brazil

The history of Brazil soccer is strongly influenced by the history of the people. In 1894, an Englishmen by the name of Charles Miller brought the game to Brazil. The myth was that when he first arrived, he was shocked to find out that no one in Sao Paulo knew how to play the game. Gathering twenty men, he taught them the rules and the greatest sport in Brazil was then invented.

2) Rio Carnaval

Is there another carnival in the world as large as the Carnival of Brazil?

The carnival takes place annually in Rio de Janeiro and it involves the entire nation. A hallmark event just like Oktoberfest in Munich, Rio Carnival has been popular worldwide. None other nation holds a bigger or better carnival than Brazil.

The carnaval displays the beauty of Brazil through its dances and songs played throughout the event. Stunning singers, sexy Samba dancers or electrifying Capoeira performances will keep everyone entertained throughout the day and night.

The event is so big that it is considered a national holiday and the entire nation just stops and celebrates. Beer consumption is also said to be increased significantly as Brazilians look to put aside all their worries and troubles during this period of time.

Is there any festival or event that showcases the nation’s identity and culture as much as the Rio Carnaval? I personally doubt so.

References:

http://www.braziltravel.com/culture/soccer/

http://www.brazil.org.uk/tourism/carnival.html

http://www.google.com.sg/imglanding?q=brazil+football+team+world+cup&um=1&hl=en&biw=1280&bih=666&tbs=isch:1&tbnid=NcnL-zNEk6pf3M:&imgrefurl=http://www.icons.com/brazil/profile&imgurl=http://www.icons.com/images/article_gallery/brazil/profile/brazil-ronaldo-world-cup.jpg&zoom=1&w=490&h=340&iact=hc&ei=i20ATbSdJMTVrQfllfVN&oei=i20ATbSdJMTVrQfllfVN&esq=1&page=1&tbnh=121&tbnw=175&start=0&ved=1t:429,r:16,s:0

Brazil - Types of Leisure Programmes

Every nation has her own favourite recreational activity, festival or sport during the leisure time and Brazil has plenty of them. So what do Brazilians do during their time free from demands of work and to get away from the stress? Let us find out.

1) Bumba-meu-boi

Bumba-meu-boi is a very popular and well-known comic-dramatic dance, which involves the death and resurrection of an ox. There are many variations over the years of the story behind the ox, but it is or basically about a farmer who killed an ox to please his wife who wanted to eat the ox’s tongue.

One of the most famous versions of the story goes this way:

“... it is about a story of a rich farmer who gives his favorite boi, or ox, as a gift to his beloved daughter, entrusting it to the care of a faithful ranch hand, Pae Francisco. Mae Caterina, Francisco's pregnant wife, develops a strange craving for the bull's tongue, and Pae Francisco kills the prize beast to satisfy his wife's need.

The crime is discovered, and after some adventures local Indians are called to help capture Francisco in his forest hideout. He is brought before the farmer and threatened with death as punishment. However, St John the Baptist visits the farmer's dreams and warns him not to kill the couple. Desperate, Pae Francisco tries to resuscitate the ox. With the help of spiritual shamans, called Curandeiros, the Caterina and Francisco are able to harness the power of the drum beat to resurrect the ox and save the couple from harm. All ends well, with Francisco being forgiven.”

-adapted from http://www.carnaval.com/boibumba/

This annual festival is held during the month of June and the star of the show will be a dancer dressed in an elaborate and colourful ox costume. During the festival, there will be music, song, dancers all together creating an explosive atmosphere. It is no wonder it became a popular tourist attraction in Brazil.

Although not as popular as the Carnaval in Rio de Janeiro, this festival has its themes, animal characters and cultures all strongly tied to the Brazilian identity.

2) F1 Grand Prix

Everyone knows that soccer is unparallel to any other sports in Brazil. However, there is another sport that attracts thousands of people too in this beautiful country where only soccer seems existent. And that is none other than the F1 Grand Prix held in Sao Paulo, Brazil.

The first Grand Prix was held in Sao Paulo in the year 1973 and it has been one of the most amazing circuits in the world. Besides of the beauty of Sao Paulo, what makes the race even more interesting is that fact that the track runs in an anti-clockwise direction and is located at high altitude, posing problems for the drivers. Thrills and spills are not uncommon in this event held yearly, which attracts about 80,000 people each time.

3) Beaches

One of the most common activity Brazilians do during their leisure time is to hit the beautiful beaches in the country. No matter your social class or your financial status, everyone is allowed to enter the beaches. With world famous beaches such as Jericoacoara and Canoa Quebrada, there are plenty of choices to select from. During the weekends, thousands of Brazilians will throng to the beach and enjoy a day there, before doing other activities in the night such as visiting nightclubs.

Considered as a “culture” to many Brazilians, the beaches are considered as one of the most favourite hangouts for them. In such a beautiful country where the sea is always clear blue and the sand sparklingly smooth, it is indeed no surprise.

References:

http://www.carnaval.com/boibumba/

http://gobrazil.about.com/od/culturehistorylanguage/g/bumba.htm

http://www.formula1.com/

Brazil - Education

“Cada escola que se abre e uma cadeia que se fecha”

(For every school that opens there is a prison that closes)

– A famous Brazilian saying

History

Education has been a privilege of the elite in the past. For the common people, the public school system has been adequate at best, which has led to an increase in high illiteracy levels.

Although primary education is free, poor families have to overcome many obstacles. Some include the buying of studying materials at the start of a school term which will pose many financial problems to the parents. Parents must also purchase a set of uniform which would not come cheap, or their child risks being sent home.

All these resulted in a weak education system for the Latin Americans for a long period of time. The illiterates are then controlled by the elites who have received education. This trend led to a worst gap between the rich and the poor, as the rich get richer and the poor becomes poorer.

Today’s education system

In 1996, an education reform helped vastly improve Brazil’s education system. This diagram I have created helps to illustrate the education system today.

The school year runs from February to December with a month of vacation in July. School attendance is compulsory as compared to the past. With help from the government, the illiteracy rate dropped.

However, in the year 2007, Singapore literacy rate stood at 94.4% as compared to Brazil’s 90% after the Human Development Report done by the United Nations Development Programme. This statistics shows us that clearly there is still a need and room for improvement.

Reference(s):

http://hdr.undp.org/en/

Brazil - The Language

Portuguese is the national language spoken by all Brazilians. Few Brazilians speak English and the only way to communicate with them is to pick up their language. Over the years, Brazilian Portuguese have been transformed and differs slightly from the Portuguese spoken in Portugal.

Why Portuguese?

The reason was that Brazil was once colonised by the Portuguese and that period ended during the 1800s. Hence, the language that Brazilians speak is Portuguese.

Reference(s)

http://www.portugueseinbrazil.com/