OLODUM The revolt of the drums

This dissertation is an analysis of the §communication strategies of Olodum Cultural Group, §an Afro-Brazilian carnival organisation based in §Salvador, Bahia, Brazil. §§Olodum is an organisation in the black movement in §Brazil. It has a long range of activities aimed at §fighting racism and bringing about social justice. §Its most powerful voice is a massive percussion band §playing samba-reggae and other fused Afro-Brazilian §rhythms. The Olodum band has had great success on §the international marked of so-called world music. §Olodum also engages in other art forms, social and §cultural projects, political debate, alternative §education for children and local businesses. Olodum §is also one of the main exponents of the most §important tourist attraction in Salvador: the Afro-§Bahian Carnival and the continuous street parties.§§Using a model developed by the Brazilian §anthropologist Roberto DaMatta, this dissertation §shows how Olodum mixes different cultures and §communicates through a dual social logic. This way, §the organisation exposes racial asymmetry, create §positive Afro-Brazilian identities and to incite §social change.