Brazilian art and international relations

on Katya Hochleitner

Dates: October 01st, 08th, 15th, 22nd, 29th and November 05th
Wednesdays
Hour: 19h to 21h
Duration: 06 meetings
Audience: general interested parties
Investment: R$ 520,00 + fees

Online course
Live, via video conferencing platform
Recorded classes available for a limited time only
Course includes certificate at the end

As Brazil seeks to rebuild its international image after years of political instability, the visual arts are reclaiming a strategic role as a vector of diplomacy, due to their symbolic power, visuality, and capacity for intercultural dialogue. Recently, there has been growing international interest in Brazilian artistic production, especially that which presents counter-hegemonic narratives—Afro-diasporic, Indigenous, feminist, and peripheral—that is, decolonial proposals that challenge the canons of Western art and expand notions of symbolic value.

The overall objective of the course is to historically analyze how the visual arts have contributed to the construction of Brazil's international image, acting as an instrument of soft power in economic, cultural, and diplomatic processes. The course discusses narratives of Brazilian art history, Brazil's image abroad, the diplomatic uses of artistic production, and decolonial proposals that challenge hegemonic paradigms of representation.

Agenda

Class 01 | Introduction: Power, Culture and Image in the International Scenario

This introductory class introduces the concepts of soft and hard power, discusses the role of culture and art in international relations, and introduces the notion of national image and its strategic use. The concept of cultural diplomacy, the formation of a country's image, and the construction of Brazil's image abroad are discussed, contextualizing the course and its objectives.

Class 02 | Creative Economy and Geopolitics of Art

The article explores the insertion of art into the global economy and power structures, presenting data on the creative economy and the art market. It discusses the contemporary art system, its actors, and cultural geopolitics with its centers and peripheries, as well as Brazil's position within this global system.

Class 03 – Representations of Brazil: from Colonial Times to Contemporary Times

This article addresses the visual narratives constructed about Brazil from the colonial period to the present day. It analyzes the enduring symbolic effects of colonial images and the internationalization of Brazilian art, and presents decolonial critiques that question dominant Eurocentric narratives.

Class 04 – Art as a Diplomatic Tool: The Brazilian Case

It presents historical experiences of cultural diplomacy involving Brazil, from the colonial period to the Empire and the Vargas Era, highlighting F.D. Roosevelt's Good Neighbor Policy. It discusses the use of art as a political instrument in contexts of war and propaganda, analyzing the limits and possibilities of art as a diplomatic action.

Class 05 – Case Studies: São Paulo Biennial and SP-Arte in the International Press

This article analyzes the impact of major cultural events on Brazil's image abroad, based on press research conducted between 2012 and 2019. It discusses the symbolic construction of Brazilian identity in the media, the most frequently cited artists, recurring discourses, and the target audiences of the articles, evaluating the potential effect of these exhibitions on the country's international perception.

Class 06 – Art, Culture, Image and Power: Challenges

It brings together and reviews the course's main themes, discussing the contemporary challenges of building a pluralistic and strategic image of Brazil. It addresses current issues such as social media, fake news, political crises, and cultural erasure, encouraging critical reflection and the formulation of creative proposals for reshaping Brazil's international image.

Katya Hochleitner

Katya Hochleitner holds a bachelor's degree in Economics from the School of Economics, Business Administration, and Accounting at the University of São Paulo (1985), and a master's degree (2016) and a doctorate (2022) in Aesthetics and Art History from the same university. She has extensive professional experience in Administration, with emphasis on General Management, Strategic Planning, Business Development, Marketing, Branding, and Communication. She has worked for multinational and national companies such as Danone, Johnson & Johnson, Avon, Dentsu, and Boticário, in the consumer goods (beauty, apparel, fashion, food, and beverages), advertising services, and web-sourced content production (internet). She has served as director of non-profit organizations, including Fundação Ezute, Instituto Baía dos Vermelhos, and Instituto Flores. She currently participates in the study group "Economics of the Art Market" at the School of Economics of the Getulio Vargas Foundation (FGV), where she also teaches the course "Art and Market in Brazil" at EESP-FGV. Since 2023, she has coordinated the FGV EESP FGV INVEST Art Market Economics Seminar. She works as a research and marketing consultant, most recently providing the qualitative component of the 7th Art Market Sector Survey, conducted by the Brazilian Association of Contemporary Art and ApexBrasil.

MAM friend has 20% discount. Be part!
Students, teachers and retirees have a 10% discount
Doubts:
cursos@mam.org.br
WhatsApp: 11 99774 3987

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photo: The dance of power. Planalto Palace (1981/2003), by Orlando Brito. MAM São Paulo Collection