[Music]
and I’m a television director on
brazil open television and in the last 27
years
It’s me, I’ve been dedicating basically two
things of an entertainment side of
and on the other hand social action and
kind of annoying because people think
that these areas are not friends
and I’m here today to try and prove
for you that these areas
they are friends but they should be
more so because they have much to
win and why they have things in
common
so basically the idea is this because
mass entertainment communication and
social action is an affinity for
two has a client in common that is the
crowd
the mass entertainment he finds
his vocation when he rightly
reach the crowd only he calls it
of audience and social action, she also
finds its reason for being
when it reaches society
so they are different names for it
thing is and then I go I ‘m going to make a
provocation for you here to pretend that
I’m a publicity thing that I do not
I’m
is even looking like the advertiser
São Paulo is but I’m not and I would have
sell a product here today and this
product is a better world
the first thing I would have to do
is to do a search to find out if
then I’m going to make a
research with you if I had a
outside bench to draw attention
For one thing I do not want to sell
a product called the better world
I’m willing to sell the same thing
coolest planet for everyone is not
only the name is so if I had one
outside and try to sell to
Who would you be willing to
for the better world he had been after the
lecture
here’s a bit of a catch, right?
but I would venture to say that I already
I did this research in many years
talking to people and the truth is
everybody wants a better world
it’s a better world have a huge output
everyone who is and I would risk one more
I would say that almost nobody was the
radical fundamentalists
almost nobody opposes the world better
be something shared by everyone
regardless of race creed and
genre
And there you said it is if everyone wants a
better because the better world is not
bombarding the shelves in the lives of
people
It’s a strange thing and I have a
theory about it
the impression I have is that the
people do not know exactly what to do
to promote a better world with
Except for you here today after
so many lectures but the people out there
they want but they have difficulty and
This is because because everything is
very busy world with their own
lives
it is not easy to say the subjects
the survival of our
the collective affairs
background and I think it’s legitimate to
We can not point the finger that
people also happens what people
are living a mixture of fear with
a certain sense of impotence and this
it’s also legitimate
although it is quite sad and there
there is a certain room a certain picture
very disappointing to those who are trying
sell
Remember that I’m an advertiser and I
I’m trying to sell a better world.
but in the face of this discouraging picture
I wanted to draw attention to a
thing people are not raising from the
couch to buy a better world
but they continue to consume another
thing that is entertainment
then something exists in entertainment that
makes people
moves toward him and my
theory is that these exchange of
techniques can be productive both
sides
Someone will say that people are looking for
entertainment by a certain alienation
I think it might even be but I think
fundamentally it is not because of this
I think since the time of the caves
the human being likes stories
stories
We continue to consume on the internet.
netflix back door
the instagram facebook we had to
turn off your cell phone to watch that
another lecture and then I’ll remember one
latest entertainment event that
carried with it values that people
considers values for a better world
for example the movie black panther
almost everyone here saw yes but same
so I’ll talk about some values
as it was black here in Brazil was
black what is a movie with protagonists
black means more than that, it ‘s very
better than sound is a movie with 98% eu
I think more than that including 99.9
percent of the black cast with
black characters with complexity
Intelligent and beautiful subjectivity
everything that we usually see only in
white characters are not normal and there more
This movie can be the movie.
American super hero most viewed in
all seasons
this film surpassed the Spiderman and
super iron man who are productions
absolutely millionaires
So does this mean anything?
movie he managed to collect in the world
1.2 billion billion
This is a lot of money but more than that.
this is twice as much as the
obama got it with donations
reelection and looks at the
obama is the half is the case is the politician
more successful in the history of
American politics and donations
This is a lot of things so people get
mobilized to see a black hero
much more than to see another
also reveals that obama is let’s remember
the following a movie goes on in two hours
the government takes four years to deserve
much more investment in another
story that I like to tell a
story that I have a little with
a small contribution I gave ten years
indeed I think 12 13 is the script class
in the city of god that is periphery of the river
an organization
call center of the favelas I
taught script techniques to the owner
from home to annotate the game of the beast
for students to anyone who
enroll in the course
my idea that it is really my
idea only collaborated with this but the idea
of the organization was that we were
helping these people to tell their
own stories
this is fundamental because your
with these courses
we ended up planting the seed of a
film that soon followed the call
five times favela now by themselves
for those who do not know this story is
important to know the movie that I
I collaborated and it’s called favela five times.
now for ourselves because because in
1960 there is a movie called the Five
times favela
this movie was five college students
in the south zone of rio de janeiro whites
well- meaning
your view on that territory
called the favela
only six decades later the reality
social technological reality
equipment cheapening
made it possible for the favela to speak
by herself
and then we put a brick in it
and this five-time favela movie now
by ourselves became the first film
Brazilian film completely
designed
and directed the young people of
the periphery of rio de janeiro this is a
entertainment with cause
in the United States people will
calling it entertainment change
understanding with purpose and is
That’s why I’m talking about the union.
these two things
There is another very nice case I
I really like this story that is the
challenge of the ice bucket for those who do not
was on planet earth 2014 is it deserves
be explained and it is a joke that the
people started making water play
Ice water with ice bucket Ice water with ice bucket
head in one’s head is one thing that
the person should do but love to see the
others doing and have something
entertainment is and all this was it
it was funny that was cool but this
this was a donation campaign
to raise funds for a
American organization called to ls
seeks to support people who have
a sclerosis that has an acronym called
she is rare there
lack of money for investment in
research and 440 million people
made videos and shared it
rivers
this yielded 220 million dollars to
this organization
cool how much money do you share
this money was directed to the
research went to medical school
university of massachusetts
was able to find a gene that opened the
possibility for new treatments
for this disease
and all this has to do with the fact that
Homer Simpson and the Christian Ronaldo
share a shared video
throwing an ice bucket over his head
then realize how these things can
collaborate more on social actions and
entertainment
social action need not be
necessarily a serious chat is a
thing started
but at last someone can turn and speak
So cool but you’re talking to yourself
about money
This has nothing to do with conscience.
It has nothing to do with changing
behavior
Okay, but it’s about talking about change.
behavior maybe we have to
better understand how the brain works
I’m not a neuroscientist but I’m not
deep research on the team said
and I find out that I researched
deeply on the good team and I
discover that the left side of the brain
is he the paa is a ministry dedicated to
logical activities of the information and the
right hemisphere is the hemisphere
which takes more care of the intuitive part
emotive creative part and
fundamentally he who organizes in
form of perception he organizes the
sense of perceptions
I may have missed what is the assignment
on the side but it does not matter
by the next what I want
to say is that when you want to mess with the
Someone’s behavior is no use for you.
use rational arguments only
you need to thrill people into
that you can completely
someone and there to have a certain effect and
prove that I ‘m talking to you I do this
Do you really think that the
people do not use condoms because they
never had contact with a campaign
Talk condom use.
people like lots of money with
campaigns that say use condoms
It is logical that this is not true is
evident that when people do not use
condoms is that they were not
captured with the argument that it is more
deep engagement girls obvious then
it’s no use
on the other hand and on the other hand not me
I’m just thinking about the next, let’s go.
remember for example
16 year old when you come and talk
for him a sentence an imperative
use a condom what do you think these
young fans
now I ‘m not going to use it just to suck
because we do not admit orders up from
me
At the same time in the 1980s there
program in the back-up casino that
had a very nice
said the boot, the condom, put my love.
It’s raining today It’s not going to be hot
a very simple thing very
and what’s the use?
behavior of people in a way
create a certain repertoire of solutions
when you’re between four walls
humor is one thing it’s a strategy
entertainment that helps solve
certain situations
so entertainment does help change
behavior such as is
happening more recently in
Turkish novels
I do not know if you know but Turkey is
today’s biggest competitor of the globe tv in
world soap operas are
extremely well made soap operas
with cast of first great actors
production and are radically novels
Feminists are soap operas that can
feminine narrative as well as creating
a new archetype of the romantic man
for the Arab world
but what matters are narratives
feminists who are being sold to
all arabic
the whole Arab world is consuming the
new classes and this is being
responsible deep favor this
information on the internet on websites
trustworthy is this being responsible
by a female repositioning in the
Arab world and denouncing women leaving
silence and denouncing harassment and
rape cases across the world so
entertainment when it is reconciled with
social action it does change the
behavior and I ‘m not here alone.
giving a message for the entertainment I
I would also like the people who
formulate public policy
consider the possibility of placing
communication strategies
structurally in their thoughts of
more public policy to finalize I
I have a certain self-criticism I think
I was wrong here with you because I was
just talking things on the left side of the
rational brain strategies in fact
and I think I should have a beautiful dress
mini on dress with a certain number
It’s fun for you guys, it ‘s more fun.
I think you are already people who already
are actually converted in relation to the
The things I said, I just prove it
draw attention to some things and
I wanted to finish is with the phrase of a
poet I admire the poet very much
Muslim
I admire so much that I even put it on
My son, my son, well
he synthesized 14 minutes in a
I will only tell you the following if you
really want to be a revolutionary
life to children
[Applause]
and I’m a television director on
brazil open television and in the last 27
years
It’s me, I’ve been dedicating basically two
things of an entertainment side of
and on the other hand social action and
kind of annoying because people think
that these areas are not friends
and I’m here today to try and prove
for you that these areas
they are friends but they should be
more so because they have much to
win and why they have things in
common
so basically the idea is this because
mass entertainment communication and
social action is an affinity for
two has a client in common that is the
crowd
the mass entertainment he finds
his vocation when he rightly
reach the crowd only he calls it
of audience and social action, she also
finds its reason for being
when it reaches society
so they are different names for it
thing is and then I go I ‘m going to make a
provocation for you here to pretend that
I’m a publicity thing that I do not
I’m
is even looking like the advertiser
São Paulo is but I’m not and I would have
sell a product here today and this
product is a better world
the first thing I would have to do
is to do a search to find out if
then I’m going to make a
research with you if I had a
outside bench to draw attention
For one thing I do not want to sell
a product called the better world
I’m willing to sell the same thing
coolest planet for everyone is not
only the name is so if I had one
outside and try to sell to
Who would you be willing to
for the better world he had been after the
lecture
here’s a bit of a catch, right?
but I would venture to say that I already
I did this research in many years
talking to people and the truth is
everybody wants a better world
it’s a better world have a huge output
everyone who is and I would risk one more
I would say that almost nobody was the
radical fundamentalists
almost nobody opposes the world better
be something shared by everyone
regardless of race creed and
genre
And there you said it is if everyone wants a
better because the better world is not
bombarding the shelves in the lives of
people
It’s a strange thing and I have a
theory about it
the impression I have is that the
people do not know exactly what to do
to promote a better world with
Except for you here today after
so many lectures but the people out there
they want but they have difficulty and
This is because because everything is
very busy world with their own
lives
it is not easy to say the subjects
the survival of our
the collective affairs
background and I think it’s legitimate to
We can not point the finger that
people also happens what people
are living a mixture of fear with
a certain sense of impotence and this
it’s also legitimate
although it is quite sad and there
there is a certain room a certain picture
very disappointing to those who are trying
sell
Remember that I’m an advertiser and I
I’m trying to sell a better world.
but in the face of this discouraging picture
I wanted to draw attention to a
thing people are not raising from the
couch to buy a better world
but they continue to consume another
thing that is entertainment
then something exists in entertainment that
makes people
moves toward him and my
theory is that these exchange of
techniques can be productive both
sides
Someone will say that people are looking for
entertainment by a certain alienation
I think it might even be but I think
fundamentally it is not because of this
I think since the time of the caves
the human being likes stories
stories
We continue to consume on the internet.
netflix back door
the instagram facebook we had to
turn off your cell phone to watch that
another lecture and then I’ll remember one
latest entertainment event that
carried with it values that people
considers values for a better world
for example the movie black panther
almost everyone here saw yes but same
so I’ll talk about some values
as it was black here in Brazil was
black what is a movie with protagonists
black means more than that, it ‘s very
better than sound is a movie with 98% eu
I think more than that including 99.9
percent of the black cast with
black characters with complexity
Intelligent and beautiful subjectivity
everything that we usually see only in
white characters are not normal and there more
This movie can be the movie.
American super hero most viewed in
all seasons
this film surpassed the Spiderman and
super iron man who are productions
absolutely millionaires
So does this mean anything?
movie he managed to collect in the world
1.2 billion billion
This is a lot of money but more than that.
this is twice as much as the
obama got it with donations
reelection and looks at the
obama is the half is the case is the politician
more successful in the history of
American politics and donations
This is a lot of things so people get
mobilized to see a black hero
much more than to see another
also reveals that obama is let’s remember
the following a movie goes on in two hours
the government takes four years to deserve
much more investment in another
story that I like to tell a
story that I have a little with
a small contribution I gave ten years
indeed I think 12 13 is the script class
in the city of god that is periphery of the river
an organization
call center of the favelas I
taught script techniques to the owner
from home to annotate the game of the beast
for students to anyone who
enroll in the course
my idea that it is really my
idea only collaborated with this but the idea
of the organization was that we were
helping these people to tell their
own stories
this is fundamental because your
with these courses
we ended up planting the seed of a
film that soon followed the call
five times favela now by themselves
for those who do not know this story is
important to know the movie that I
I collaborated and it’s called favela five times.
now for ourselves because because in
1960 there is a movie called the Five
times favela
this movie was five college students
in the south zone of rio de janeiro whites
well- meaning
your view on that territory
called the favela
only six decades later the reality
social technological reality
equipment cheapening
made it possible for the favela to speak
by herself
and then we put a brick in it
and this five-time favela movie now
by ourselves became the first film
Brazilian film completely
designed
and directed the young people of
the periphery of rio de janeiro this is a
entertainment with cause
in the United States people will
calling it entertainment change
understanding with purpose and is
That’s why I’m talking about the union.
these two things
There is another very nice case I
I really like this story that is the
challenge of the ice bucket for those who do not
was on planet earth 2014 is it deserves
be explained and it is a joke that the
people started making water play
Ice water with ice bucket Ice water with ice bucket
head in one’s head is one thing that
the person should do but love to see the
others doing and have something
entertainment is and all this was it
it was funny that was cool but this
this was a donation campaign
to raise funds for a
American organization called to ls
seeks to support people who have
a sclerosis that has an acronym called
she is rare there
lack of money for investment in
research and 440 million people
made videos and shared it
rivers
this yielded 220 million dollars to
this organization
cool how much money do you share
this money was directed to the
research went to medical school
university of massachusetts
was able to find a gene that opened the
possibility for new treatments
for this disease
and all this has to do with the fact that
Homer Simpson and the Christian Ronaldo
share a shared video
throwing an ice bucket over his head
then realize how these things can
collaborate more on social actions and
entertainment
social action need not be
necessarily a serious chat is a
thing started
but at last someone can turn and speak
So cool but you’re talking to yourself
about money
This has nothing to do with conscience.
It has nothing to do with changing
behavior
Okay, but it’s about talking about change.
behavior maybe we have to
better understand how the brain works
I’m not a neuroscientist but I’m not
deep research on the team said
and I find out that I researched
deeply on the good team and I
discover that the left side of the brain
is he the paa is a ministry dedicated to
logical activities of the information and the
right hemisphere is the hemisphere
which takes more care of the intuitive part
emotive creative part and
fundamentally he who organizes in
form of perception he organizes the
sense of perceptions
I may have missed what is the assignment
on the side but it does not matter
by the next what I want
to say is that when you want to mess with the
Someone’s behavior is no use for you.
use rational arguments only
you need to thrill people into
that you can completely
someone and there to have a certain effect and
prove that I ‘m talking to you I do this
Do you really think that the
people do not use condoms because they
never had contact with a campaign
Talk condom use.
people like lots of money with
campaigns that say use condoms
It is logical that this is not true is
evident that when people do not use
condoms is that they were not
captured with the argument that it is more
deep engagement girls obvious then
it’s no use
on the other hand and on the other hand not me
I’m just thinking about the next, let’s go.
remember for example
16 year old when you come and talk
for him a sentence an imperative
use a condom what do you think these
young fans
now I ‘m not going to use it just to suck
because we do not admit orders up from
me
At the same time in the 1980s there
program in the back-up casino that
had a very nice
said the boot, the condom, put my love.
It’s raining today It’s not going to be hot
a very simple thing very
and what’s the use?
behavior of people in a way
create a certain repertoire of solutions
when you’re between four walls
humor is one thing it’s a strategy
entertainment that helps solve
certain situations
so entertainment does help change
behavior such as is
happening more recently in
Turkish novels
I do not know if you know but Turkey is
today’s biggest competitor of the globe tv in
world soap operas are
extremely well made soap operas
with cast of first great actors
production and are radically novels
Feminists are soap operas that can
feminine narrative as well as creating
a new archetype of the romantic man
for the Arab world
but what matters are narratives
feminists who are being sold to
all arabic
the whole Arab world is consuming the
new classes and this is being
responsible deep favor this
information on the internet on websites
trustworthy is this being responsible
by a female repositioning in the
Arab world and denouncing women leaving
silence and denouncing harassment and
rape cases across the world so
entertainment when it is reconciled with
social action it does change the
behavior and I ‘m not here alone.
giving a message for the entertainment I
I would also like the people who
formulate public policy
consider the possibility of placing
communication strategies
structurally in their thoughts of
more public policy to finalize I
I have a certain self-criticism I think
I was wrong here with you because I was
just talking things on the left side of the
rational brain strategies in fact
and I think I should have a beautiful dress
mini on dress with a certain number
It’s fun for you guys, it ‘s more fun.
I think you are already people who already
are actually converted in relation to the
The things I said, I just prove it
draw attention to some things and
I wanted to finish is with the phrase of a
poet I admire the poet very much
Muslim
I admire so much that I even put it on
My son, my son, well
he synthesized 14 minutes in a
I will only tell you the following if you
really want to be a revolutionary
life to children
[Applause]
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