"Vale Cultura": Brazil's New Path for Inclusion?

• In Event: Cyberspace and Cultural Politics

Abstract

This paper explores a new initiative – “Vale Cultura” vouchers – that aims to radically expand public access to cultural works. As launched by Brazil's Ministry of Culture, the program provides an electronic card with a monthly value of R$50 (about US$20) for purchase of musical, video, or other creative works. Approximately one third of Brazilian adults meet the qualifying criteria for such “food for the soul.” The initiative is designed to fill a clear gap: studies by the Ministry of Culture indicate that 96 percent of Brazilians have never been to a museum, 78 percent have never attended a live performance, only 11 percent of Brazilian cities have a theater, and three fourths of Brazilian communities lack a bookstore. This paper will examine data on public trends in actual use of the Vale Cultura microvouchers, which, when initially conceived, were anticipated to be used for buying tickets for museums, theaters, and cinemas, purchasing music and dance lessons, and/or consumption of books and DVDs. It then will assess whether the program has measurably approached its goals of generating billions of Reais in new revenues for Brazilian musicians, authors, artists, museums, theaters, and entertainment/distribution companies. Finally, the paper will offer preliminary conclusions regarding how other Latin American countries might adapt and improve upon the Vale Cultura model.

Author

• Valnora Leister, James Madison University