UCLA

This dissertation rigorously examines the transformative potential of Social Impact Entertainment (SIE) within the Brazilian audiovisual sector, focusing on the work of Maria Farinha Filmes as a pivotal case study. It interrogates the integration and efficacy of social impact messages across cinematic productions and evaluates the nuanced receptions by what is termed the 'contemporary spectator.' These individuals are characterized not merely as passive consumers but as active social participants, whose interactions with media are deeply informed by their diverse socio-cultural backgrounds, personal experiences, and the surrounding social realities. A core aspect of this investigation is the profound influence of technological advancements on SIE, particularly how these innovations have reshaped both the production mechanisms and distribution strategies of content. The analysis delves into the ramifications of such shifts for audience engagement and content accessibility. By employing a multidisciplinary approach that combines content analysis, theoretical exploration, and empirical data, the study maps the thematic trajectories and social resonances embedded in the body of work of Maria Farinha Filmes. Notable productions such as The Beginning of Life (2016) and Aruanas (2019) are scrutinized for their thematic depth, narrative strategies, and impact effectiveness. The dissertation advances the discourse on SIE by articulating its capacity to act as a catalyzing agent for social awareness and change, both within national borders and on the global stage. It posits SIE not only as a reflection of societal issues but as a proactive participant in societal transformation. This is achieved through a structured examination of the interplay between filmmaker intent, narrative execution, and audience interpretation, supported by a comprehensive review of secondary literature and primary case studies. Ultimately, this study aims to elevate the academic understanding of SIE, proposing a nuanced framework for assessing its impact on contemporary social issues through the lens of Brazilian cinema, thereby positioning SIE as a critical tool in the arsenal of social innovation and public pedagogy.