A REPRESENTAÇÃO DO CARNAVAL BRASILEIRO EM MASHA E O URSO

UM ESTUDO CRÍTICO SOBRE ESTEREÓTIPOS CULTURAIS E IMPLICAÇÕES TURÍSTICAS

Abstract

This article aims to analyze the possible influences of the children’s animated series Masha and the Bear on the construction of cultural and tourism-related perceptions of Brazil, focusing on the episode Carnival Once a Year!, produced in 2019. The methodology adopted is qualitative and interpretative, grounded in audiovisual semiotics and cultural studies. Within this framework, the study conducts a detailed analysis of the episode’s narrative, visual, and sound elements.

The episode portrays Brazil through images and music that emphasize national icons such as forests, monkeys, beaches, Carnival, and football, constructing a simplified and festive representation of the country. The theme song that accompanies the plot reinforces stereotypes by celebrating a joyful, carefree lifestyle, while silencing Brazil’s social, historical, and cultural complexities, including inequalities and regional diversity.

Finally, the text discusses the impact of this representation on the tourism industry and cultural promotion, warning of the risk of commodifying Brazilian culture, which may compromise authenticity and cultural diversity in favor of a homogeneous and commercially appealing image. By relating these findings to historical campaigns by Embratur and to the logic of Brazilian tourism mega-events, the article concludes that the episode illustrates tensions between cultural preservation and symbolic exploitation for global consumption, highlighting the need for a critical and pedagogical perspective on both children’s media products and the tourism practices derived from them.