Finding ‘strong’ and ‘soft’ racial meanings in cultural taste patterns in Brazil

Abstract

This study advances literature on the role of cultural tastes in racial identity and work on race in Brazil. I ask how racial categories and cultural tastes co-constitute each other in meaningful patterns and how these patterns reveal the racialized meanings of cultural objects. Using correspondence analysis, I identify taste clusters and then compare these patterns across three racial classification schemas in Brazil. Across all schemas, there is a distinction between blackness and whiteness in terms of the cultural tastes that constitute identities. This holds across symbols of national identity, foreign-influenced genres and Brazilian popular culture. The strength of underlying racial meaning offers a second axis of variation – between ‘strong’ (primordial, fixed, strictly bounded) versus ‘soft’ (descriptive, ambiguous, porous) racial identities. Some symbols of national identity carry more primordially laden and invariable racial meaning than do others and thus associate with two distinct types of black identity.