Abstract
While pointing out the importance of qualitative analysis in the study of art and communication, the author analyses in what way the aestheticdecision for a blond actress in the elaboration of the character Luana of the soap-opera O Rei do Gado, broadcasted on the TV network Rede Globo, in the second half of l996, reinforces the aspiration for whitening and for an identification with the European, which is still present in the national imaginary.
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