Abstract
Chapter 3 utilizes TV Globo telenovelas (serial melodramas) featuring Camila Pitanga in order to illustrate how racialization relies on the framing of sexuality and consumerism. With widespread domestic and international consumption, these telenovelas represent dominant metanarratives of race, gender, sexuality, and class. The telenovelas represent larger racial projects of whitening populations or containing blackness through nonreproductive sexual labor. With an analysis of Belíssima (2005), the chapter outlines the morena archetype—a mixed woman who can be uplifted out of blackness and into whiteness if expectations of consumerism, purity, marriage, and reproductive labor are met. Differentiated from the morena, the mulata in Paraíso Tropical (2007) acts as a nexus of racial eroticism and desire. Both telenovelas refashion mixing, whitening, and racial democracy discourses in the 2000s.
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