Source: Wide Angle: "Brazil in Black and White"
The legislation to expand affirmative action programs in Brazil includes establishing racial quotas for visible roles in Brazilian media. If passed, the advertising and film industries would be mandated to reserve 20 percent of all media roles for Afro-Brazilians. In this Wide Angle video, meet Afro-Brazilian Natane Almeida and learn about the challenges she faces in her pursuit of a career as a model.
Transcript (Document)
South America Map (Image)
Brazil Map (Image)
Black Brazilians and African Americans in the United States face many similar challenges. For example, Afro-Brazilians are not equally represented with other Brazilians in higher education, law, medicine, government, and business leadership. To remedy this pattern of injustice, Brazil adopted the use of affirmative action. Affirmative action is the encouragement of increased representation of women and minorities in schools and jobs.
Racial inequality in Brazil is centuries old. Between 1551 and 1830, Brazil imported more slaves than any other South American country (4.5 million) and only abolished slavery in 1888, later than any other country in the Western hemisphere. Slavery defined Brazil in many ways:
Until recently, Brazil prided itself on being a "racial democracy." However, advocates of affirmative action argue that this "racial democracy" is a myth. Afro-Brazilians have typically attended lower-quality public schools, where they were poorly prepared for the national university admission exam. They generally have poorer health and housing, lower wages, and fewer years of schooling, than white Brazilians.
Affirmative action in Brazil's universities began in 2003 when the prestigious Universidade do Estato do Rio de Janeiro announced it would reserve a specified number of its places for black students; other universities and national legislation soon followed suit. As of 2007, the racial quota system for Brazil's universities specified that 20% of places for incoming freshmen would be reserved for Afro-Brazilians. Overall, the beneficiaries of these policies have outperformed the low expectations of affirmative action opponents.
Since 2003, affirmative action programs have expanded to include quotas for Afro-Brazilians, indigenous people, and women in politics and economic life in Brazil. Despite these developments, affirmative action is still highly controversial.
NARRATOR One of the most visible examples of racial inequality is in the Brazilian media.
Advocates of expanded affirmative action are pushing legislation that would reserve 20% of all roles in film and advertising for Afro-Brazilians.
NATANE You arrive at the casting, and have a little group of blacks in this sea of blondes.
NARRATOR For aspiring model natane almeida, the new legislation would be a welcome change from the status quo.
NANTANE Unbelievable, there are 500 models here.
Every ad campaign requires a different profile, but in big campaigns, in big roles, they still almost always want whites.
At most they'll have a woman with dark hair, but always straight.
NATANE You can look around the whole city, even go to a newsstand run by a black person, and I won't find anything that reflects blacks.
You won't. Just look!
It's all blondies with blue eyes, straight hair, and light skin.
It's a whole month of blondies, not even brunettes.
Not one black!
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