The following is an article/interview taken from the Brazilian magazine ‘Língua Portuguesa’, which I have translated below. For the interview (in PT), see the link above.
– by Luiz Costa Pereira Junior
“The youth of today are children of their mother. With all due respect. The observation, resulting from one of the most interesting pieces of research on Brazilian youth, indicates that the mother figure has become the highest reference of those born in the 80’s and 90’s. In a country in which 20 million families are run by women, values which are considered maternal (affection as a vector of happiness, the cultivation of friends, doing what one enjoys and taking care of who one likes) have come to substitute those which were formerly “masculine” (earn money, build a career, be better at any cost), that have predominated in the previous generation.
The intention of Novos Consumidores 2, a study conducted by Studio Idéias between July and October of 2008 with 1,623 adolescents throughout the entire country and launched at the end of the year, was to measure the relation that the youth maintain with publicity. But, at the request of Núcleo Jovem from the editor Abril, which solicited the study, it was formed into a study of how the urban youth between the ages of 13 and 24 express themselves.
“We took caution to not speak with opinion-formers, in order to portray the average Brazilian, with a minimum of access to the Internet,” said Brenda Fucuta, the director of the Núcleo Jovem from editor Abril, who was responsible for the research.
A journalist since the 1980’s, Brenda has worked with adolescent readers for over 10 years. She was the director of the magazine Capricho and today comands an array of publications for young people, which make up 7 million monthly copies. Under Brenda’s command, the study compared behaviors that explain in part how young people express themselves. On the Internet or during a regular conversation, they dictate the language that will be absorbed in the work place and during family reunions.
Brenda knows that the entire study suffers the risk of generalizing what may be just a partial tendency. But she believes her research brings generational markers that will be incorporated into society. “The generation of peace and love was a minority, but it impacted an era,” she says. Brenda shows here how, by maternal influence, the youth of today is feminizing their vision of the world and shaking up their idea of language.”