Jovem guarda: popular music and consumer culture in Brazil of the 60s
Around one year after the coup which established the military dictatorship in Brazil TV Record launched the Jovem Guarda program which was focused on the youth audience. Conceived and produced by an advertisement and marketing team of experts, the program reached high rates of audience and promoted...
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| Main Author: | |
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| Format: | Online |
| Language: | Portuguese |
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Universidade Estadual de Campinas
2013
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| Online Access: | https://econtents.sbu.unicamp.br/inpec/index.php/muspop/article/view/12970 |
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| Summary: | Around one year after the coup which established the military dictatorship in Brazil TV Record launched the Jovem Guarda program which was focused on the youth audience. Conceived and produced by an advertisement and marketing team of experts, the program reached high rates of audience and promoted new artists who became known as the youth idols. Set up from a great advertising enterprise, the program didn´t only aim to convey popular music through the exposure of those idols, but advertise a series of products associated to the young life style. Therefore, contributed to the formation of new consumer habits at a moment when the dictatorial government adopted measures to implement a conservative modernization policy of the country. However the effectiveness of the strategies basically depended on the artist. It is the artist who putting in practice the techniques developed through the confluence of the cancionistica creation, the handling of equipment and the business management established profound empathy with their public creating the conditions to promote the integration or replace to another level the tensions between production and consumption. |
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| ISSN: | 2316-7858 |
