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This dissertation is an analysis of the
communication strategies of Olodum Cultural Group,
an Afro-Brazilian carnival organisation based in
Salvador, Bahia, Brazil.
Olodum is an organisation in the black movement in
Brazil. It has a long range of activities aimed at
fighting racism and bringing about social justice.
Its most powerful voice is a massive percussion band
playing samba-reggae and other fused Afro-Brazilian
rhythms. The Olodum band has had great success on
the international marked of so-called world music.
Olodum also engages in other art forms, social and
cultural projects, political debate, alternative
education for children and local businesses. Olodum
is also one of the main exponents of the most
important tourist attraction in Salvador: the Afro-
Bahian Carnival and the continuous street parties.
Using a model developed by the Brazilian
anthropologist Roberto DaMatta, this dissertation
shows how Olodum mixes different cultures and
communicates through a dual social logic. This way,
the organisation exposes racial asymmetry, create
positive Afro-Brazilian identities and to incite
social change.
communication strategies of Olodum Cultural Group,
an Afro-Brazilian carnival organisation based in
Salvador, Bahia, Brazil.
Olodum is an organisation in the black movement in
Brazil. It has a long range of activities aimed at
fighting racism and bringing about social justice.
Its most powerful voice is a massive percussion band
playing samba-reggae and other fused Afro-Brazilian
rhythms. The Olodum band has had great success on
the international marked of so-called world music.
Olodum also engages in other art forms, social and
cultural projects, political debate, alternative
education for children and local businesses. Olodum
is also one of the main exponents of the most
important tourist attraction in Salvador: the Afro-
Bahian Carnival and the continuous street parties.
Using a model developed by the Brazilian
anthropologist Roberto DaMatta, this dissertation
shows how Olodum mixes different cultures and
communicates through a dual social logic. This way,
the organisation exposes racial asymmetry, create
positive Afro-Brazilian identities and to incite
social change.