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DECONSTRUCTING INVISIBILITY THROUGH TV AND EDUCATION IN BRAZIL: THE COLOUR OF CULTURE
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FUTURA MAKE TELEVISION, MAINLY MAKE A DIFFERENCE
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 37,6 MILLION PEOPLE AGE
SOCIAL CLASS C
25 to 40 17% 30%
30% 40%
16 to 24
High school 18%
33%
36%
D/E
50%
41 or over
EDUCATION
Higher education
46%
A/B
Elementary School
Nature of the city: 61% countryside; 39% metropolitan region 75% were born to mothers who went only to elementary school 27% study (10 million) Source: NATIONAL RESEARCH DATAFOLHA, INSTITUTE DEC./08
HOW MANY EDUCATORS WATCH FUTURA? 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
SOCIAL MOBILIZATION TECHNOLOGY FOR THE DISTRIBUTION AND USAGE BEYOND THE TV SCREEN 2.000.000 PEOPLE USE OUR PROGRAMMING IN THE SOCIAL INSTITUTIONS CONNECTED TO FUTURA
community outreach
Network relations
television
425.000 EDUCATORS TRAINED IN SEVERAL REGIONS OF THE COUNTRY
Co-productions
WHAT IS THE PROJECT?
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.
The Color of Culture
• 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 PRODUCTION AND BROADCASTING OF 96 TV PROGRAMS
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
WWW.ACORDACULTURA.ORG.BR TV PROGRAMS , NOTEBOOKS, ARTICLES, GAMES, BIOGRAPHIES AND LEGISLATION DOWNLOADS
TRAINING OF EDUCATORS
IN 16 STATES, 65 CITIES
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)
PROJECT´S RESULTS 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;
GEOGRAPHIC DISTRIBUTION
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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