Pedro Henrique S Barreto – São Paulo, Brazil, 2016

Blood Bath:The pacific speech of PublicSecurity in Brazil through theeyes of Marginal Literature

HYPOTHESIS

Behind the State public security’s speech, lays asilent policy that promotes violence andcriminality.

CASE STUDY

The State police violencetowards the young from theoutskirts of large urbancenters.

CENTRALQUESTION

How is it possible to applyhuman rights in a societydivided into the agreementthat “a good criminal is adead criminal”?9th Directory of National Public Security (2015)

CONTEXT

Public Security in Brazil

Brazilian Violence Routine

Literature of Testimony

60k homicides in Brazil in a year*

• More than 30k homicides involving youngfrom 15 to 29 years old

• Two homicides per day by State Police

• 16% of all homicides executed by police

• One police officer murdered every 6 days

*Map of Violence, Federeal Government (2014)

Brazilian violence routine:

Public Security in Brazil

• “The social issue is a police issue”

Washington Luis, 1906

• State Polices in Brazil = Military Police

• Only in the 1988’s Constitution waswhen the “national security” term wasabandoned allowing a specific chapterfor “public security”

Literature of Testimony:• Popularized in Latin America but still has

problems to be recognized in theAcademy:

1. High level of regionalisms, turning themalmost into “untranslatable” literature works

2. The non-underlying interpretation from theideological (Latin American) context fromthe 20th century: “A century marked by ahistorical process of social inclusion”

DE MARCO, Valeria (2004)

• Collaborative works through the dictationhad been spread in the most commontechnique [in Latam]. Meanwhile bothscenarios portraits the day-by-dayviolence by the optic of the ignoredperson, in Brazil the own ignored iswho organizes these ideas andexperiences

Marginal Literature:

“That one created by the marginal, even by

people who has already robbed, those one

who arises from society sections which don’t

have any space” (FERRÉZ, 2005) “Culture as an example of resistance and producer

of new politic senses in emerging countries which

are infused in the globalization context”

(HOLLANDA, 2005)

Differently as expected by the common sense, this

Marginal Literature has the violence as just the

surrounding, the living conditions of ordinary

characters, and not the theme of the narrative

Market image exercise toreexamine publicsecurity polices:

An image constructed by twoassumptions:

1. The image that the institutionprojects to communicate theirproduct / service to theconsumer and;

2. The perceived image of thatcommunication by theconsumers experience.

METHOD

BARICH, H., KOTLER, P. (1991)

Market image exercise toreexamine public securitypolices:Secretary of Public Security as a brand

Police State as it’s service

Media as the market influencer

Citizen as consumer

Voting as a purchase behavior

METHOD

The Public Security imageprojected by the State

• Modern concept of democracy;

• The media control;

• Symbolical forces relations;

• The non existence of an averagepublic opinion

FRAMEWORK The image perceived by asegment of population• New literature parameters and

it’s social function: the MarginalLiterature

• The Journalist from MarsCHOMSKY, Noam(2013),

BOURDIEU, Pierre(1982, 2007)

DE HOLLANDA, Heloísa Buarque (2005)

FINDINGS

The Public Securityimage projected bythe State

• Mass media and government’spublic opinion researches aligned topromote a fear speech aiming tocontrol the political agenda andavoid citizens to the political debate

• A subjective insecurity that overlapsobjective insecurity

• Most lethal police force in apeaceful country

• Impunity predominance

• Existence of a selective pattern ofState police action in the outskirts oflarge urban centers

Image shared by Sao Paulo State Police

Facebook’s fanpage

(June, 2016)

THE IMAGE PROJECTED BY PUBLIC SECURITY

Campaign “#youcantrustPMESP”, by Sao Paulo

Secretary of Public Security in Twitter

(May, 2016)

Images leaked out from Sao Paulo State

Police’s Whatsapp private groups

(July, 2016)

DOES THE PROJECTED IMAGE REFLECTS THE

STATE POLICE ACTIONS?

THE PROJECTED IMAGE AND THEIR MARKET SCENARIO

Overabundance of bad experiences in a

specific niche (young residents from

outskirts) and evidences of historic

intentional human failures

Accents the diffusion of different brand

perceptions by consumers perspective

Market risk = Consumer’s

intention to be informed

about the issue

A predisposed consumer

executes repeated actions

Undemanding consumers boost

a uninformed and or misinformed market

Media plays a definitive role inside the brand

speech configuration versus contribution to

market neutral information:

_Public Opinion research as the brand

speech endorsement

_Brazilian media concentration: 10% of politicians

are in charge of more than 90 media groups

Requirement in projecting a brand image

and market positioning

THE PROJECTED IMAGE AND THEIR MARKET SCENARIO

For which market the public security isconcerned?

_The Private Security Market is the

fourth largest employeer sector

(US$10 bi in a year)_Engenieering of Consent and the Speech of Fear

FINDINGS

From the projectedimage's deconstructiontowards the perceivedimage's construction

• Domination in Brazilian historyhas harmed something muchmore subtle and devastating: theself-worth of being black in Brazil

• The stereotyping and confusionbetween author and work orbetween suspect and villain

• Marginal Literature and CapitalCulture

• The subversion of marginality isthe movement itself. The outskirtand the downtown is notsomething static and permanent

THE IMAGE PERCEIVED BY THE BRAZILIAN BLACK YOUNG

“#DoILookLikeAsASuspect?”

NEWS THAT DID NOT APPEAR IN THE FRONT

PAGE

3 Year Anniversary of the Missing of

Amarildo (citizen from Rocinha, RJ)

Published by Brazilian Amnesty The Pacifying Police Unit (UPP): attemption to be a community police

in Favelas of Rio de Janeiro

Marginal Literature as a

spontaneous and organic dialogue

with the consumer niche and

further, to the market

A projected image manufactured

and manipulated as an artificial

speech

Consumer’s indifference and absence in their democratic

participation as a perceived benefit for this market

(specially for stakeholders as the private market)

Equitable violence is a real

probability of market reaction. Is it possible to predict damage?

THE PERCEIVED IMAGE AND THEIR MARKET SCENARIO

CONCLUSIONS

Those natural exhibition of system controversies

highlights the differences between the desirable

projection of brand image and the real purpose of

Marginal Litarature

Although the independent cultural production in

Brazil has a historical preconception and

prejudice as a subversive action

Marginal Literature:

Instrument with highest potential at the public

space ocupation as a provoker actor inside the

discussion of social-politic reality in a local

context, specially in the most vulnerable city

areas

The non-incorporation into laws of policies and

institutions beside the principles and minimum

standards of human rights for police, prosecutors,

judges and lawyers put away the promotion of public

security polices committed to Human Rights protection

The non-existence of any stimulus to promote

independent research in the area and the existence of

several artifices that demonstrate the non-collaboration

of the State in providing the horizontal access to

information

Brazilian cultural paradox

at the civic education:

How to build a national

identity, unique, and therefore

a mestizo culture, in a society

that still propagates social-

racial segregation?

“Sarau da Cooperifa” inclueded at the Virada Cultural, the

biggest cultural festival of Brazil (2016)

THANKS FOR YOUR ATTENTION!

2016 – São Paulo - Brazil

Pedro Henrique Santos Barreto

barreto.pedroh@gmail.com