The popular image of Brazil as a nation obsessed by football and sex are potentially challenged by the findings of a recent study by a social research institute based in the country. Whilst the media have focused on the low ranking of sex and football perhaps more interesting is the fact that the most popular responses to what brings Brazilians happiness. The fact that the church and travel score so highly are indicative of both broader established cultural trends and more recent shifts in the economic and cultural perspective. Religion continues to play an important role in the life of Brazilian society and thus its importance at 51% should not be surprising, reflecting its role as a social and community center. The fact that travel ranked as the second most popular response at 38% is perhaps more indicative of the increasing wealth and broadening horizons of an emerging Brazilian middle class.  This might also explain the fact that Concerts (27%) and Restaurants (25%) came in at 3rd and 4th with sex in 5th followed by TV viewing and participating in sport. Attending a football match was left lagging behind at just 10%.

taken from topix.net

A recent study has shed some light on the cultural life of Brazilians. According to the key findings, during the year 2007, there would appear to be a small group of consumers who are undertaking a number of cultural activities, whilst the vast majority of Brazilians appear to be excluded or self excluding. Unfortuantely the results do not indicate where and whether individuals are indeed taking part in a number of activities as opposed to just one of those listed below. Here are the headline findings.
- 55% of Brazilians did not participate in any of the following activities: reading a book, visiting the theatre or an art exhibition, going to the cinema or to a live music or dance event
- of the 45% who did
- 31% read on average 5 books
- 6%viewed on average 3 plays
- 8% went on average to 2 art exhibitions
- 17% went to the cinema on average 5 times
- 20% went to see an average of 4 music shows
- 7% to see an average of 32 live dance shows

Of those who were not reading books amongst social classes A and B, 59% reported that it was the lack of habit and 19% that they do not like to read or prefer other activities (13%). Results almost identical to classes D and E (58%, 27% and 8%). The high costs of tickets and books were an additional reason for exclusion cited by lower socio economic classes. Having previously posted here about the cost of books and access to literature in Brazil it was interesting to note that Brazilians believe that a fair price for cultural products should be as follows:
Book – $19 Reals
Cinema ticket – $8 Reals
Music event – $15 Reals
Theater ticket – $14 Reals
Art Exhibition – $11 Reals

The research was undertaken by Ipsos (on behalf of Fecomércio-RJ) in more than 70 locations across Brazil. More details on the research can be found at

http://marinhonoblog.blogspot.com/2008/03/mais-dados-da-pesquisa-sobre-consumo-de.html