Ratinho: Ideology and globalization

Abstract

Ratinho is the Robin Hood of prime time Brazilian TV. The show opened up the electronic window to the excluded ones, interpelating them with its sensationalist codes. It became a strong rival of the feudal audience monopoly held by Globo TV Network during almost three decades. The rising up of that talk show and its presenter, Ratinho, is helped by some contextual and conjunctural variables. It combines both his personal talent and his carismatic personality with the condition of a country lacking leaders, together with the ideological hegemony of neoliberalism which sustains the Globalization process.