Structural aspects of the Brazilian experience in international broadcasting

Abstract

International broadcasting services are typically designed to serve public diplomacy and soft power objectives. Traditionally, Western powers have explored and benefited from this state-sponsored media category. However, countries in the Global South, like Brazil, have endeavoured to establish cross-border television services to bolster their international presence. This paper scrutinizes TV Brasil Internacional as a case study, examining its designated functions, management, and funding models. The research illuminates through document surveys and semi-structured interviews that while the channel initially reflected Brazil’s external policies and public service ideals, structural alterations enabling increased governmental intervention alongside budget cuts rendered the international service dormant.