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UCL Press is delighted to announce a brand new open access book that may be of interest 
to list subscribers: Social Media in Emergent Brazil. Download it free from:


Social Media in Emergent Brazil
Juliano Spyer
Free download:

Since the popularisation of the internet, low-income Brazilians have received little 
government support to help them access it. In response, they have largely self-financed 
their digital migration. Internet caf├ęs became prosperous businesses in working-class 
neighbourhoods and rural settlements, and, more recently, families have aspired to buy 
their own home computer with hire purchase agreements. As low-income Brazilians began 
to access popular social media sites in the mid-2000s, affluent Brazilians ridiculed their 
limited technological skills, different tastes and poor schooling, but this did not deter them 
from expanding their online presence. Young people created profiles for barely literate older 
relatives and taught them to navigate platforms such as Facebook and WhatsApp.

Based on 15 months of ethnographic research, this book aims to understand why low-
income Brazilians have invested so much of their time and money in learning about social 
media. Juliano Spyer explores this question from a number of perspectives, including 
education, relationships, work and politics. He argues that the use of social media reflects 
contradictory values. Low-income Brazilians embrace social media to display literacy and 
upward mobility, but the same technology also strengthens traditional networks of support 
that conflict with individualism.

Free download:

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