Abstract

Since the beginning of the 21st century, the Brazilian Navy (BN) has developed the concept of ‘Blue Amazon’, refereeing to the Brazilian maritime space of jurisdiction under the UN Convention on the Law of the Sea regime. This concept, a mix of strategic communication tools with a brand, supported the rhetoric for developing a Brazilian maritime strategy. Beyond these jurisdictional waters, however, the entire South Atlantic fits into what Brazilian national defence strategy calls the Brazilian strategic environment. From a strategic communications perspective, this chapter explores the main challenges for the BN to go beyond the image of a coast guard that protects the Blue Amazon to a blue waters Navy with strategic assessments, assumptions, and goals regarding its roles in the South Atlantic.

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