Abstract
This article analyses the construction of whiteness in Xuxa's star text. It will consider not only Xuxa's role in television, for which she is best known, and her relationship with the sexually conservative and predominantly white TV Globo, but also her filmic output: Xuxa has appeared in twenty films to date, most of which were box-office smash hits. The article thus takes as its main focus the development of the promotion of Xuxa as an ideal of whiteness. It reveals in particular the uses made of notions of whiteness in the construction of her star text and the maintenance of her massive appeal in her native Brazil.
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