Globalization and its Effects: A Discussion on Brazil and its Cultural/Political Gravitation Towards the US

Abstract

This paper discusses Globalization as a phenomenon, its effects, understandings, developments and main criticisms by international analysts, arising from the observation of its most problematic characteristics in our current times. Subsequently, following the interpretation by which Globalization acts as a phenomenon led (mainly) by the United States, we proceed to scrutinize the Brazilian position vis-à-vis Globalization, especially in terms of the country’s relationship with its North American counterpart. In this plan, we care to observe three main points of contact: tourism, the attraction exerted by Hollywood productions on Brazilian audiences and, finally, on the political sphere, the inclinations of the current President Jair Bolsonaro towards the US and Trump in particular. We posit that the importance of the American Soft Power is a fundamental element regarding the links between Brazil and the United States, at a time when the so-called Globalist discourse (one of Globalization’s ideological aspects) is threatened by the emergence of governments with a more nationalistic tone and rhetoric, as represented by the case of today’s Brazil, among many other countries. In this context, President Bolsonaro’s attempts to strengthen ties with its American counterpart may reinforce the attention given by Brazilians to the United States and its cultural productions, potentially increasing the number of tourists to the US, and bringing the South American country closer to the main center of Globalization at a time when, curiously, Brazilian government voices an anti-globalist rhetoric.

Keywords: Globalization; American Soft Power; Brazilian Foreign Policy.