This is media power!

From the discussion that is occurring around the media control on us, I found it interesting to analyze the Rede Globo de Comunicação, the largest communications network in Brazil and the fourth in the world. Globo was created in 1957 by Roberto Marinho, member of one of the most affluent families in Brazilian society. And despite having received help from the government for years, is still characterized by being a private company.

It is said that when one enters in Globo there are only two ways, up or out. When hired the artist will have national recognition, or will be rapidly dismissed. The power of this company is such that I once heard a Spanish hairdresser, newly arrived in Brazil saying that in order to know how to style her clients she had to watch Globo's soap every day. Globo not only influences the thinking of the Brazilian population, as it changes the way people behave.

It is impressive how a communication company can have such influence in all kinds of people, from all backgrounds possible. In Brazil it is not the designers who dictate the fashion, but Globo. If the soap leading lady is using a certain style of clothes, all Brazilians women, from north to south will be using the same clothes in a matter of time. The same works for hair, slangs, choice of holiday, house decoration and acting behaviours. When a new soap is broadcasted the way people behave completely changes. What was once viewed as something habitual, it becomes outdated in the term of 6 to 9 months (life time for each soap opera).

Years ago, when the idea of cable television was just a dream, Globo was the choice of most of people. Although SBT, Record and Bandeirantes were and still are strong channels, Globo dominates the market and often ends up deciding big issues, including who occupies the office of president of Brazil. The power of the Marinho’s family is incomparable and will continue to mould the Brazilian mind for years and years to come.