Em 1.º de junho de 1953, a administração do presidente norte-americano Dwight D. Eisenhower fundou a United States Information Agency (USIA), reunindo sob a coordenação da nova agência os programas de informação dos Estados Unidos da América (EUA) no exterior. O intuito era o de aproximar as audiências internacionais dos valores do sistema democrático e de livre empresa encenado pelo país, granjeando governos às posições norte-americanas na Guerra Fria. A atuação da agência se deu no âmbito das disputas entre os governos dos Estados Unidos e da União das Repúblicas Socialistas Soviéticas (URSS) em programas de propaganda cultural naquilo que a historiografia tem chamado de Guerra Fria Cultural (Cultural Cold War). Esta pesquisa teve por objetivo investigar a atuação da USIA no Brasil, entre os anos de 1953, data de fundação da agência, e 1964, quando as questões de que se ocupava foram reorientadas em função, no plano internacional, da Guerra no Vietnam e, no Brasil, do golpe civil-militar. Para tanto, analisamos o material da agência matérias, artigos, notícias, notas e fotografias veiculado nos jornais cariocas Correio da Manhã e Tribuna da Imprensa, duas das mais importantes publicações da mídia impressa brasileira do período. Verificamos que a agência passou, paulatinamente, a empregar atividades secretas, além das atividades não secretas, driblando as resistências que a opinião pública brasileira mostrava à presença oficial norte-americana no debate de questões políticas nacionais. Embora as estratégias utilizadas pela USIA fossem realizadas em nome das liberdades democráticas, a agência não vacilou em lançar mão de operações secretas para a consecução de seus objetivos políticos na Guerra Fria. / On June, 1st, 1953, U.S. President Dwight D. Eisenhowers administration founded the United States Information Agency (USIA) for gathering U.S. information programs overseas under its umbrella. The aim of the new agency was to broadcast democratic system and free enterprise values portrayed by the country to international audiences in order to garner nations to U.S. positions during the Cold War. The Agency proceedings took place in the context of disputes between the heads of government of the United States of America (USA) and the Union of Soviet Socialist Republics (USSR) in programs of cultural propaganda called the Cultural Cold War by historiography. The present study aimed at investigating USIAs performance in Brazil between the years 1953, founding date of the Agency, and 1964, when the Agencys previous issues were redesigned on account of Vietnam War, at an international level, and of the civil-military coup, in Brazil. Therefore, we analyzed the Agency material newspaper reports, articles, news, notes and photos released in Correio da Manhã and Tribuna da Imprensa newspapers, two of the most important publications of the Brazilian Press for the period edited in Rio de Janeiro. We found that the Agency has, gradually, carried out covert activities, besides the overt ones, dodging Brazilian public opinion resistance against official U.S. presence in the debate on national political issues. Although the strategies used by the USIA were held in the name of democratic freedoms, the Agency did not hesitate about resorting covert operations to achieve its political objectives in the Cold War.

Em 1.º de junho de 1953, a administração do presidente norte-americano Dwight D. Eisenhower fundou a United States Information Agency (USIA), reunindo sob a coordenação da nova agência os programas de informação dos Estados Unidos da América (EUA) no exterior. O intuito era o de aproximar as audiências internacionais dos valores do sistema democrático e de livre empresa encenado pelo país, granjeando governos às posições norte-americanas na Guerra Fria. A atuação da agência se deu no âmbito das disputas entre os governos dos Estados Unidos e da União das Repúblicas Socialistas Soviéticas (URSS) em programas de propaganda cultural naquilo que a historiografia tem chamado de Guerra Fria Cultural (Cultural Cold War). Esta pesquisa teve por objetivo investigar a atuação da USIA no Brasil, entre os anos de 1953, data de fundação da agência, e 1964, quando as questões de que se ocupava foram reorientadas em função, no plano internacional, da Guerra no Vietnam e, no Brasil, do golpe civil-militar. Para tanto, analisamos o material da agência matérias, artigos, notícias, notas e fotografias veiculado nos jornais cariocas Correio da Manhã e Tribuna da Imprensa, duas das mais importantes publicações da mídia impressa brasileira do período. Verificamos que a agência passou, paulatinamente, a empregar atividades secretas, além das atividades não secretas, driblando as resistências que a opinião pública brasileira mostrava à presença oficial norte-americana no debate de questões políticas nacionais. Embora as estratégias utilizadas pela USIA fossem realizadas em nome das liberdades democráticas, a agência não vacilou em lançar mão de operações secretas para a consecução de seus objetivos políticos na Guerra Fria. / On June, 1st, 1953, U.S. President Dwight D. Eisenhowers administration founded the United States Information Agency (USIA) for gathering U.S. information programs overseas under its umbrella. The aim of the new agency was to broadcast democratic system and free enterprise values portrayed by the country to international audiences in order to garner nations to U.S. positions during the Cold War. The Agency proceedings took place in the context of disputes between the heads of government of the United States of America (USA) and the Union of Soviet Socialist Republics (USSR) in programs of cultural propaganda called the Cultural Cold War by historiography. The present study aimed at investigating USIAs performance in Brazil between the years 1953, founding date of the Agency, and 1964, when the Agencys previous issues were redesigned on account of Vietnam War, at an international level, and of the civil-military coup, in Brazil. Therefore, we analyzed the Agency material newspaper reports, articles, news, notes and photos released in Correio da Manhã and Tribuna da Imprensa newspapers, two of the most important publications of the Brazilian Press for the period edited in Rio de Janeiro. We found that the Agency has, gradually, carried out covert activities, besides the overt ones, dodging Brazilian public opinion resistance against official U.S. presence in the debate on national political issues. Although the strategies used by the USIA were held in the name of democratic freedoms, the Agency did not hesitate about resorting covert operations to achieve its political objectives in the Cold War.

S’inscrivant dans l’histoire des relations culturelles internationales, cette thèse porte sur la seconde vague d’américanisation culturelle du Brésil (1946-1978). Elle s’interroge sur la notion d’américanisation, sur ses acteurs et décideurs et sur leurs moyens d’action, ainsi que sur les lieux de rencontres culturels entre le Brésil et les États-Unis. Dans un contexte politique international bipolaire, la seconde américanisation culturelle du Brésil s’insère dans une Guerre froide« périphérique », celle qui dépasse l’axe États-Unis - Union Soviétique : elle est conduite par un réseau complexe de décideurs artistiques, convaincus de l’importance du renforcement de l’amitié continentale américaine. Pour cela, la culture, sous toutes ses formes, s’avère un outil de politique étrangère relevant du soft power, mais aussi un instrument privilégié, voire une « arme » actionnée par des décideurs privés. Cette thèse s’intéresse aux acteurs et médiateurs individuels ou collectifs, à titre étatique ou privé, ainsi qu’à leurs actions culturelles contribuant à la diffusion de l’American Way of Life dans l’axe Rio de Janeiro - São Paulo. Les Brésiliens eux-mêmes, individus comme autorités politiques ou institutions privées, occupent une place déterminante dans cette démarche d’alignement culturel : les Brésiliens invitent ainsi volontiers des artistes états-uniens et organisent ou reçoivent avec sympathie des manifestations culturelles en provenance du « grand frère ». Cette participation brésilienne volontariste conduit l’approche de cette étude : celle d’une américanisation largement « invitée » dans les musées, galeries, théâtres ou instituts culturels brésiliens. Ces lieux de rencontres et domaines culturels ont jusqu’alors été peu analysés par l’historiographie ; mais ils s’avèrent fondamentaux pour la compréhension tout aussi bien de la place attribuée au Brésil dans les circuits internationaux artistiques dans le contexte bipolaire, que de la présence culturelle états-unienne au Brésil ou de la nature des relations internationales des deux géants américains lors de la Guerre froide culturelle. / As a part of the history of the international cultural relations, this thesis focuses on the second wave of the cultural americanisation of Brazil (1946-1978). It questions the notion of americanisation, its actors, its decision makers and their means of action, as well as the cultural meeting places between Brazil and the United States. In a bipolar international political context, the second cultural americanisation of Brazil takes place in a « peripheral » Cold War which oversteps the axis United- States - Soviet-Union. It is realized by a complex network of decision makers who believe in the importance of the strenghtening of the American continental friendship. For that purpose, culture in all its different forms proves to be useful for the « soft power » foreign politic and to be an ideal tool, a true « weapon », in the hands of the private decision makers.This thesis focuses on the actors and the individual or collective mediators, private ones or public ones, as well as on their cultural actions which help to spread the American Way of Life over the axis Rio de Janeiro - Sao Paulo. The Brazilians, individuals, political authorities or private institutions occupy a key place in this cultural alignement process: they invite artists from the United-States willingly and organise or receive cultural events from the « big brother » with sympathy. This voluntary Brazilian participation leads the process approach of this work: a widely « invited » americanisation in the museums, galleries, theaters or Brazilian cultural instituts. These meeting places and cultural areas have not yet been much analysed by the historiography; but they are fundamental for the comprehension of the place given to Brazil in the international art circuits in the bipolar context, for the comprehension of the cultural presence of the United States in Brazil and for the nature of the international relations of the two giants during the cultural Cold War.

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By examining the art exhibition Finsk bild (Finnish picture) that was held at Liljevalchs art gallery in Stockholm 1977-78, the aim of the essay is to investigate and highlight the discrepancy between the intention of the exhibition and how it was perceived by the critics. In the aftermath of the exhibition there were discussions about why the critics were so harsh, and also the way the critics described the art and artists in terms of the national has been questioned in recent years. The method that is being used is Mieke Bals semiotic exhibition analysis model, where the art exhibition is analyzed through the narratives that are constructed in the discourse of the practice of the exhibition. The results show that the framing of the exhibition was done according to a model of a national culture exchange, within far going traditions in the Nordic countries. Therefore, the art exhibited was received as “classic Finnish art”, but the art itself was of modern international character. The framing of the exhibition placed the art in the category of artefacts, which were starting to be an outdated way of perceiving art in the 1970´s. / Uppsatsen undersöker och synliggör konflikten mellan intentionen och mottagandet av konstutställningen Finsk bild som visades på Liljevalchs 1977–1978. Mottagandet av den här utställningen har uppmärksammats i efterhand, men någon djupare vetenskaplig analys har inte gjorts. Metoden som använts till undersökningen är en utställningsanalys enligt Mieke Bals semiotiska modell, där utställningspraktiken undersöks genom diskurser som var förhärskande på det finska och svenska konstfältet. Resultatet visar att en representationsutställning som Finsk bild, var diskursivt inramad i nationella termer av finskhet, vilket därmed ställde förväntningar på konsten som visades. Konsten som visades var dock inte ”nationell finsk konst” i klassisk mening, utan konst som till sitt uttryck följde en allmän konstutveckling i spåren av västerländsk modernitet. Traditionell politisk praktik av konstutbyte hade satt ramarna för utställningen, men konstbegreppet och konsttolkningen hade delvis ersatts av nya. Konst som bärare av det nationella, förutsätter att konstverk ses som artefakter snarare än konstverk.