Brazilian Culture

Topics: Brazil, Portuguese language, São Paulo Pages: 6 (1736 words) Published: February 13, 2013
Brazilian Culture

Language in Brazil

Language is one of the strongest elements of Brazil's national unity. Portuguese is spoken by nearly 100 percent of the population. The only exceptions are some members of Amerindian groups and pockets of immigrants, primarily from Japan and South Korea, who have not yet learned Portuguese. The principal families of Indian languages are Tupí, Arawak, Carib, and Gê. 

There is about as much difference between the Portuguese spoken in Brazil and that spoken in Portugal as between the English spoken in the United States and that spoken in the United Kingdom. Within Brazil, there are no dialects of Portuguese, but only moderate regional variation in accent, vocabulary, and use of personal nouns, pronouns, and verb conjugations. Variations tend to diminish as a result of mass media, especially national television networks that are viewed by the majority of Brazilians.

Brazilian Business Language

Many senior and middle ranking Brazilian business executives speak excellent English and in fact many of them may have studied abroad in the USA or Europe. However, English is by no means universally spoken and when dealing with people outside the major commercial centres, an ability to speak Brazilian Portuguese is extremely useful. (Try to avoid using Spanish as this can be seen as culturally insensitive. Brazilians are proud of their uniqueness in South America as non-Spanish speakers.) If doing business in Brazil for the first time, check out whether you will need a translator or not.

As with many Latin countries, communication tends to be predominantly oral rather than through the written word. Brazilians tend to put the spoken before the written word. When sending something in a written format it is usually a good idea to follow it up with a phone call or a visit.

Verbal communication in Brazil can often be viewed as being theatrical and over-emotional by those cultures which place a great significance on the maintenance of professional reserve in all situations. In a country like Brazil, if you feel something strongly, you show it. Overt signs of emotion definitely do not imply lack of conviction and should be taken as the deeply felt belief of the speaker. 

The use of significant amounts of exaggerated body language (by the standards of less tactile cultures) plays a significant role in normal communication. Brazilians are very tactile — even across the sexes — and work at very close proximity. They also exhibit strong levels of eye contact when speaking to people. This combination of tactility, proximity and a steady gaze can be intimidating for some culture (many Asian cultures for example), but it is important that you adapt to these issues as quickly as possible otherwise your own reserve could be misinterpreted as unfriendliness.

Be careful when using humor in very serious situations as it can be viewed as lacking in gravitas. However, in everyday situations it is important to be seen as good company and entertaining. Life is to be lived and enjoyed.

Topics of Conversation:

Brazilian communication is cordial, complex, informal and highly personal. Men usually greet each other by shaking hands and giving a gentle slap on the back. Women are usually greeted by shaking hands and a kiss near the face (air kiss). Brazilians are known for their ability to talk naturally about intimate and personal topics. So, don't be surprised by the personal nature of questions, which is typical of Brazilians. To introduce a conversation with Brazilians it's advisable to approach topics like soccer, weather, traffic (if you are in Sao Paulo), a cultural event taking place or that will take place in the city, music, and improvement of economic indicators of the country. Do not expect conversations with a high...
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