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Yes, we have Coca-Cola: the ideal of American abundance on the Northeastern table (1930-1964)

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Frederico de Oliveira Toscano
Total Authors: 1
Document type: Doctoral Thesis
Press: São Paulo.
Institution: Universidade de São Paulo (USP). Faculdade de Filosofia, Letras e Ciências Humanas (FFLCH/SBD)
Defense date:
Examining board members:
Henrique Soares Carneiro; Carlos Alberto Dória; Rafael de Bivar Marquese; Paula Pinto e Silva
Advisor: Henrique Soares Carneiro

The present thesis stemmed from three main research axes, to establish a narrative about the Brazilian food culture, focusing on the Northeast of the country. Firstly, it addresses the paradigmatic shift from Frenchism to Americanism in Brazil, initiated mainly with the Hollywood cinema in the 1930s and with the US military presence in the Northeastern capitals in the following decade. Secondly, it seeks to understand the visions of abundance of the United States that marked the Brazilian imagination, especially during and shortly after World War II. Finally, the research aimed to interweave the first two axes with the theme of industrialization, the driving force of the American preponderance in the post-war period as well as the elusive goal of a Brazil that sought to become modern between the public policies of Vargas and Kubitscheck, and by the action of private initiatives. Thus, the timeframe lies between the so-called Revolution of 1930 and the Military Coup of 1964, in a narrative focused on Recife, economically and politically the most important city in the Northeast. Thus, it was possible to visualize topics that were little discussed within the Brazilian historiography, thus making possible new visions, questions and debates in Social History. (AU)

FAPESP's process: 15/02436-6 - Yes, we have Coca-Cola: practices and sociabilities of the United States in the food habits in Recife (1930-1950)
Grantee:Frederico de Oliveira Toscano
Support Opportunities: Scholarships in Brazil - Doctorate