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Brazil’s economic growth in the first decade of this century was accompanied by greater visibility of the disadvantaged economic classes in films, in television, and in the press. Even the celebrated telenovelas and TV series began to feature a side of Brazil which, previously, had only been presented in a negative light. This chapter proposes a central question: Could media visibility be masking the complexity of economic class for social structure or class structure in Brazilian society, which, despite recent improvements, is still marked by stark social divides?

Our objective is to approach this issue from a cultural perspective focused on analyzing media representations of underprivileged groups, following Douglas Kellner’s (1995) ideas that suggest a contextualizing account of media cultural artifacts.

The analysis encompasses the audiovisual production as its corpus – telenovela and TV series – from Rede Globo produced from 2002 to 2012. However, bringing to bear complementary data, we reference other genres and formats as well. We argue that, while attention has been paid to the recent contesting of some of the negative stereotypes surrounding the underprivileged classes circulating within the media, they do not do justice to the complexities of social inequality in contemporary Brazil. We show that mainstream media treatments of social inequality focus entirely on showing the lifestyle of the underprivileged “working poor,” while overlooking many other aspects of social inequality and deprivation.

The purpose of this paper is to explore the case of the Museum of Favela (MUF), which is a NGO set in Rio de Janeiro to develop renewed images of slums, based on their history of resistance and cultural production. The purpose is to uncover the nuances of this peculiar case, in which a group of slums' residents plays the role of place brand managers.

Using a combination of participant observation, document analysis and a series of in‐depth interviews with participants and partners alike, the paper identifies main motivations, networks and actions driving the strategy.

The major aim of the approached place branding is to tackle deeply‐rooted prejudices against slums and their residents. By expanding residents' networks and skills, MUF supports tourism‐related activities that allow the construction and promotion of new meaning for slums. Despite remarkable gains, scaling up community engagement is still a big challenge for the consolidation of the aspired images.

While current approaches to informal settlements deal mainly with housing and infrastructure access, the perception of residents is clearly neglected. Focusing on the image re‐construction, the paper offers relevant insights for slum upgrading policy frameworks.

This paper focuses on the incorporation of a place branding strategy as an attempt of urban inclusion developed on the ground and on the use of slums' cultural heritage – so far overlooked in policy frameworks – to generate re‐imaged slums.

Foreseeable worldwide development can be characterized by social destabilization, urbanization, and increasing migration. These trends are global, even if regional and cultural characteristics differ markedly and often progress at varying paces. The social processes indicated are interdependent. That is, they greatly influence each other in numerous ways, yet can rarely be explained only as clear and simple cause‐and‐effect relationships. The link between an economic situation and population growth is uncontested, as is the link between world trade prices of farm produce and the poverty within the countries of origin. But such general statements are not very suitable for analysis of specific regional and topical problems. More essential than aspects of worldwide social change, which can be quantified with relative ease, are their repercussions on social structures, the imbedding of local societies in a global network, the invisibility of change, and the further expansion of latent social conflicts.

World population is expected to increase by some 2.6 billion from 6.9 billion in 2010 to more than 9.5 billion by mid-century. Most of this population increase will occur in the developing nations, and most of this increase will be absorbed in the rapidly expanding metropolitan regions of these countries – the so-called megacities of the twenty-first century (United Nations, 2009). And as urban development accelerates across the globe, most of the population increase will occur in the emerging megacities and other metropolitan areas in Africa, Asia and South America. Because the original areas of settlement in the city centre have long been established, much of the population increase in these metropolitan regions will occur in the suburban areas of cities in the Global South – areas of favelas and shanty towns alongside earlier middle-class and upper-class suburbs, newly planned gated communities and garden suburbs, and indigenous models of suburban growth that will emerge in the next century.

This conceptual paper examines and evaluates patronage and clientage as a system of interrelated dyadic exchanges between unequals through which goods and services circulate, flowing both up and down through stratified societies. The parties involved may be in different places socially and geographically.

Data are presented for Brazil from the period of the Old Republic beginning in the 1890s, through the end of the Military Dictatorship in mid-1980s, and finally to the present, ending with today’s conditional cash transfer programs. The data are examined against the background of a 15th century book, O Livro da Virtuosa Bemfeituria (The Book of the Virtuous Benefits), written by a Portuguese Prince influential in the expansion and discoveries as a guide for princes and great lords that is used in the paper very much in the way that Adam Smith’s writings are used for most economic behavior today.

There are striking parallels over this long historical period in the behaviors referred to as patronage and clientage that may be conceptualized as an older (traditional) way of ordering the flow of goods and services (distributing them), alternative and parallel to market mechanisms that have, and continue to operate in Brazilian society.

Patronage and clientage are often-misunderstood behaviors, sometimes referred to as corrupt, that alternatively may be explained and understood as part of a still viable and operational socio-cultural system that goes back to a period before the colonization of Brazil.

The purpose of this article is to shed light on opportunities for social capital during the conceptualization and initial implementation of innovative social enterprises dedicated to violence prevention and youth empowerment in Brazil.

Based on a two-tiered interview process over a nine-month period with 27 social entrepreneurs in Rio de Janeiro, Brazil, attention is given to with whom, where and in what ways these innovators accessed and utilized the skills and knowledge necessary to develop and administer social entrepreneurial programs.

The findings reveal more than any other social actor the target population featured most frequently in interviews with social entrepreneurs.

Because of the small scale of the study and the specific focus of the social entrepreneurs, the implications of the study are not generalizable to social entrepreneurs across fields.

The findings are valuable because they can inform future social entrepreneurs dedicated to violence prevention and youth empowerment about social relations they may wish to cultivate to access relevant social resources during the initial stages of social entrepreneurship.

Among other benefits, investing in social relations with the target population could help minimize top-down models, which have been a common criticism among third-sector social enterprises.

The value of this study is that it adds insight into how the social entrepreneurs built trust among this critical group of actors as well as an analysis of the outcome of the social capital embedded in relations with the target population during the initial stages of social entrepreneurship.

The purpose of this paper is to analyze and discuss the application of buffer zones as an urban landscape heritage management tool, using Rio de Janeiro as the main case study, in order to inform urban regulation around the sites inscribed as World Heritage Cultural Landscape and disclose its relevance to link urban planning, cultural heritage management and sustainable development.

The methodological approach encompasses: conceptual framework – contextualization of heritage protection theory, focusing on landscape protection and buffer zones; discussion: cross-national comparative overview of buffer zones conceptual framework on the international heritage protection policy; historical background and spatial analysis, through GIS mapping, of local heritage protection policy, tracing its evolution through time; examination of prospects and challenges of this management tool, including strengths, weaknesses, opportunities and threats, based on previous international, local experiences on natural and cultural heritage protection; and gathering of strategies for the implementation of buffer zones in local landscape management.

Core heritage sites and their buffer zones are integrated elements and act together to protect landscape significance and dynamic integrity (DI). In Rio de Janeiro, beyond the function of a caution zone, other important functions of landscape heritage buffer zones are to guarantee spatial and social connections of the protected sites, as well as the visual relationship between them and other significant urban landscape features. Strategies for the implementation of buffer zones in local landscape management should address the articulation of landscape protection governance; the conservation of visual, functional and structural identity quality and legibility and the monitoring of DI.

The methodology approach adopted in this study may also benefit from and foster further investigations, which could include the elaboration of a landscape management plan and an impact assessment inventory, refining the scale of study to the level of local watersheds, and a deeper examination of the popular cultural imprints within the World Heritage property buffer zone.

Strategies to the implementation of the Carioca Landscapes buffer zone include a gradation of protection and control of impacts according to the distance of the core sites (in the form of rings or layers). The buffer zone should help to preserve the character, significance, and DI of the protected sites and guarantee their spatial and social connections, as well as the visual and functional relationship between them and between other significant landscape features of the city. All those management strategies should be founded on the elaboration of a broad urban landscape management plan with the local society involvement.

In Rio de Janeiro’s specific case, bridging the vision of culture and nature as opposite poles and, transcending the social segregation through community involvement should certainly be among the main guiding principles to the application of buffer zones for supporting landscape sustainability. Therefore, the establishment of regulation criteria and parameters within the limits of the buffer zone must acknowledge that the (urban) landscape should carefully articulate the different social agent visions and local urban contexts.

The main contribution of this paper is to gather different visions of the role of buffer zones and disclose possibilities of conciliation between theory and practice concerning landscape protection, arguing for gathering natural and cultural heritage policies into the urban planning processes. Harnessed together, the suggested buffer zone implementation strategies may provide a proactive approach to Rio’s urban landscape protection and contribute to foster landscape sustainability and resilience. Although based on a specific case study, the adopted methodological approach may be transferable, with some adjustments, to other World Heritage properties, especially those located in urban areas under development pressures.