BRICS| Branding Brazil Through Cultural Policy: Rio de Janeiro as a Creative, Audiovisual City
This article examines trends in Brazilian cultural policies from 2003 to 2014, programs specific to the audiovisual sector, and efforts to make Rio de Janeiro a creative, audiovisual city. I argue that cultural polices have functioned as a way to brand Brazil for domestic and international audiences. First, I outline how cultural policies were informed by premises of the creative economy, and I consider how these ideas impacted the audiovisual sector, emphasizing the film industry. Then I focus specifically on the film industry in Rio de Janeiro. Cultural policies specific to the audiovisual sector have sought to make Rio de Janeiro a key site for the new creative economy and a site for global consumption.