Abstract
In 1991, Rede Globo, Brazil’s leading TV network,2 launched Globeleza, a new division responsible for the coverage of carnival-related events. In the following year, the network released the first of a series of 30-second vignettes connecting the brand Globeleza, a synthetic play of words between globo (Earth’s globe/Globo station) and beleza (beauty), to an exuberant dark-skinned samba dancer or mulata. Valeria Valenssa filled these shoes from 1992 to 2005, followed by Aline Aniceto (2006–13), Nayara Justino (2014), and Erika Moura (2015). Each summer, wearing nothing more than high heels and colored designs painted on her body, the mulata Globeleza re-emerges to usher Brazilian telespectators into the carnival season. She entices them to watch Globo’s exclusive transmission of Rio’s world-famous samba school parades.
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