ABSTRACT
This chapter analyzes the tradition of media patrimonialism and civil society struggles for media democratization in Brazil, providing a historical overview of the media industry and media conglomerates. Brazilian media patrimonialism survived and prospered through distinct political periods: the Old Republic, the Vargas Era and the Military Dictatorship. The chapter examines the struggle for media democratization in Brazil from the 1960s to the present. The term 'patrimonialism' refers to a complex set of relationships between families, clans or groups which aimed to preserve unity through the internal distribution of assets. Civil society has managed to consolidate networks that have proven to be powerful representatives in the policy-making debates in the communication sector. The political instrumentalization of the press is an important characteristic of both phases of the First Republic. At that time, the press acted according to their political ideologies as well as their business strategies, by supporting politicians in return for privileges.
