The view to another: cultural barriers to communication, new narrative and Brazil country brand

Abstract

This paper analyzes the importance of valuing micronarratives of foreigners (especially Cubans) who live in Brazil for the formation and reformulation of their individual identity as immigrants, as well as to verify their contribution to the formation of Brazilian identity and country brand. For this, different ways to see brand Brazil are shown, from outside and from within, according to Cubans. This work analyzes Cubans micronarratives in Brazil through the results of a pilot research and analyzes some of the cultural barriers to communication faced by immigrants. We used the theoretical and practical method with qualitative and quantitative techniques such as literature review, participant observation, interviews and questionnaires. Among the results we highlight the diagnosis of cultural barriers to communication faced by Cubans, as well as the way they see the country brand before and after staying here. These results indicate that there are elements of country brand that can be told otherwise, based on micro-narratives of regular people. Also there are positive attributes of brand Brazil that are still little explored in the media.