The strategic role of charm, simpatia and jeitinho in Brazilian Society : a qualitative study

Charm is the power to attract, please and fascinate which creates a positive rapport in social interaction. In Brazilian society, charm is a highly valued and actively cultivated personal attribute. It is inextricably intertwined with simpatia, or the ability to empathise and strive for harmony in interpersonal relations. Based on a qualitative study carried out in Brazil, this paper explores the strategic role of charm and simpatia, and their links with another personalist Brazilian social practice known as 'the jeitinho'. It also examines the links of these practices with an imagined 'Brazilian identity'. The findings reveal that Brazilians generally take for granted the use of charm, simpatia and the jeitinho to foster or enhance personal connections that can be advantageous to the people who use them. While these practices are not uniquely Brazilian, there is evidence that Brazilians attribute a particular significance to them in their daily routines.