DECONSTRUCTING

INVISIBILITY THROUGH TV AND

EDUCATION IN BRAZIL: THE

COLOUR OF CULTURE

” ”

MAKE TELEVISION,

MAINLY MAKE A

DIFFERENCE

FUTURA

WHAT IS FUTURA?

• A SOCIAL PROJECT OF COMMUNICATION, PUBLIC

ORIENTED, BUILT BY PARTNERS OF THE PRIVATE INITIATIVE

AND THE NON PROFIT SECTOR

• A TV NETWORK THAT WORKS WITH SOCIAL NETWORKS,

MOBILIZING COMMUNITIES AND INSTITUTIONS

• AN ATTRACTIVE FORMAT WITH A LANGUAGE BASED ON

EXPRESSIONS AND VALUES OF THE BRAZILIAN CULTURAL

DIVERSITY

24-HOUR CHANNEL WITH COVERAGE THAT REACHES

73 MILLION BRAZILIANS

44.6 MILLION PEOPLE

WITH THE HABIT OF WATCHING

37.6 million people over 16 years old

7 million children

NATIONAL RESEARCH

DATAFOLHA, INSTITUTE

DEC./08 and MAR./08

Viewers’ profile

Nature of the city: 61% countryside; 39% metropolitan region

75% were born to mothers who went only to elementary school

27% study (10 million)

37,6 MILLION PEOPLE

40%

30% 30%

50%

33% 17%

46%

36%

18%

25 to 40

16 to 24

41 or over

C

D/E

A/B

High school

Higher education

Elementary

School

AGE SOCIAL CLASS EDUCATION

Source: NATIONAL RESEARCH

DATAFOLHA, INSTITUTE

DEC./08

2 MILLION EDUCATORS, WORKING AS TEACHERS OR PEDAGOGICAL ADVISORS

EDUCATIONAL PROGRAMMING HIGHLIGHTS

Campaings

Globo Education

Perfect 10 (teachers training)

Sources: NATIONAL RESEARCH DATAFOLHA INSTITUTE – DEC/10

HOW MANY EDUCATORS

WATCH FUTURA?

community

outreach

Network

relations television

Co-productions

SOCIAL MOBILIZATION

2.000.000 PEOPLE USE OUR

PROGRAMMING IN THE SOCIAL

INSTITUTIONS CONNECTED TO

FUTURA

425.000 EDUCATORS TRAINED IN

SEVERAL REGIONS OF THE

COUNTRY

TECHNOLOGY FOR THE DISTRIBUTION AND USAGE BEYOND THE TV SCREEN

A Cor da Cultura (The Color of

Culture)

SOCIAL PROJECT TO VALUE THE AFRO-BRAZILIAN CULTURAL HERITAGE AND TO ACKNOWLEDGE THE HISTORY AND CONTRIBUTION OF THE BLACK POPULATION TO THE BRAZILIAN SOCIETY.

WHAT IS THE PROJECT?

• Affirmative action to value and

preserve black culture as the

fundamental element of our society.

• Contribution to the effectiveness of

Law no. 10.639 that guarantees the

inclusion of “African-Brazilian History

and Culture” in school curricula. This

project will contribute through the

production and distribution of unique

quality audiovisual educational material.

The Color of

Culture

The Color of Culture

PRODUCTION AND DISTRIBUTION OF EDUCATIONAL KIT

. 96 TV PROGRAMS

. 5 PEDAGOGICAL NOTEBOOKS (TEXTS, METHODOLOGY AND ACTIVITIES)

. EDUCATIONAL GAME – HERÓIS DE TODO MUNDO

. GONGUÊ MUSICAL CD (AFRO-BRAZILIAN RHYTHM AND INSTRUMENTS)

. MINIGLOSSARY - MEMÓRIA DAS PALAVRAS

. AND MAPS OF AFRICA, AFRICAN DIASPORA AND AFRO-BRAZILIAN CIVILIZING VALUES

PRODUCTION AND BROADCASTING OF 96 TV PROGRAMS

WWW.ACORDACULTURA.ORG.BR

TRAINING OF EDUCATORS IN 16 STATES, 65 CITIES

TV PROGRAMS , NOTEBOOKS, ARTICLES, GAMES, BIOGRAPHIES AND LEGISLATION DOWNLOADS

PROJECT´S RESULTS

• OVER 6.000 EDUCATORS DIRECTLY QUALIFIED

• 5.000 PUBLIC AND COMMUNITY-BASED SCHOOLS; 115 NGOs/REFERENCE ENTITIES, 20

UNIVERSITIES

• 36 SPECIALISTS, 199 PARTNERS AND CONSULTANTS

• 540.000 STUDENTS REACHED (A CONSERVATIVE ESTIMATE)

• 1.000 INSTITUTIONS OF FUTURA NETWORK

• 23 MILLION TELEVIEWERS (19 MILLION OF FUTURA ONLY - DATAFOLHA INSTITUTE,

2005)

• AN AVERAGE OF 3.43 MILLION TELEVIEWERS PER MINUTE WATCHED “AÇÃO” (TV

PROGRAM) ON TV GLOBO (IBOPE- TELEREPORT - PNT - MARCH/2005)

MINISTRY OF EDUCATION:

• INSERTION OF THE “COR DA CULTURA” PROJECT IN THE ARTICULATED ACTIONS PLAN (PLANO DE AÇÕES ARTICULADAS – PAR / MEC) AND IN THE EDUCATIONAL TECHNOLOGIES GUIDE;

• DISTRIBUTION OF 20.000 KITS FOR SCHOOLS;

• DISTRIBUTION OF 75,000 DVDs FOR SCHOOLS;

PROJECT´S RESULTS

GEOGRAPHIC DISTRIBUTION

“ “ Sages are born, not made. Ditado do povo Akan (Golfo da Guiné) que

se refere ao fato de que os sábios já nascem

sábios, não se tornam sábios.

PARTNERS

www.acordacultura.org.br