Last week, the Brazilian Human Rights Commission approved a request by Congressman Marcos Rogério to remove a Guaraná commercial featuring Neymar that allegedly ‘promotes bullying against foreigners in Brazil’. Watch the video above.
In the commercial, foreigners ask Neymar how to order Guaraná, a Brazilian soda made from an Amazonian fruit. Neymar then writes the translation on a piece of paper. But he doesn’t write what they asked him – he writes common Brazilian sayings that make zero sense in the context of ordering a drink. And so the ‘gringos’ go off to Rio and embarrass themselves by saying things like “I am a dog sucking on a mango, please” (which is a phrase that means ‘ugly’).
Maybe it is a little bit offensive, but if someone is travelling to a place where they don’t know the language they should expect some confusion and ridicule. After all, there’s nothing wrong with being lost in translation – no one expects someone to speak all the languages. And if you are hung up on going places where the language is unknown to you… well, just stay at home.
In any case, the complaint was not made by any gringo (that I know of) but by Brazilian congressmen who are responsible for human rights in this country (it’s important to note that the former president of this human rights commission was largely homophobic, racist and sexist). From this I can only assume they a) have nothing better to do and b) have no idea what human rights actually are.
It’s very difficult to agree that this little prank qualifies as bullying and that this commercial somehow, as the request document put it, ‘violates the values of human dignity’ when so much of the media representation in Brazil is incredibly harmful to its own population.
For example, black women are notably either portrayed in soap operas as maids or sexual objects. The first ‘gay kiss’ on national television was aired a few months ago but comedy shows still largely rely on homophobia to make jokes. Women in general are told they are token prizes in commercials, or are regularly asked by yogurt adverts whether they are thin enough for summer.
If the issue really is ‘human dignity’ and not ‘don’t bully the gringos, they’re bringing us cash’, then why is the image of the Brazilian woman, for example, so warped? A study published by Avon in 2013 shows how women in particular have their ‘human dignity’ violated by the Brazilian media: half of Brazilian men think women are responsible for the house and 89% of them find it inadmissible when women do not keep the house clean. Around 50% of Brazilian men also think women don’t feel the need for sex and 69% of them will not allow their wives to go out without them.
Judging by the commission’s complaint against the Guaraná commercial, we can assume that these congressmen know the importance of media representation. And yet, the Brazilian media is sexist, misogynist, transphobic, racist and does not correctly portray our people – in fact they are regularly oppressed by it.
Slavery is constantly erased, and made into a joke – despite the ugly fact that Brazil was the last country in the world to abolish slavery, after bringing 3 million Africans to the country. Women are belittled and represented as sex objects. The history of native people is also constantly made fun of and the genocide of native peoples is erased by the mainstream colonialist rhetoric.
And this pathetic complaint, that uses ‘human dignity’ as an argument, is coming from a human rights commission that spent the larger part of 2013 trying to pass a bill of law called ‘Gay Cure’ that would allow doctors to treat homosexuality as a psychological disease.
When the population’s ‘human dignity’ is violated every day by harmful stereotypes and oppressive representation, it is really hard to care about Neymar laughing at a few tourists who are fortunate enough to be able to travel to Brazil to (presumably) watch the World Cup.