So what does this all-pervading presence mean? In a country where education lags (the Organization for Economic Cooperation and Development recently ranked us 60th among 76 countries in average performance on international student achievement tests), it would imply that one set of values and social perspectives is very widely shared. Furthermore, being Latin America’s biggest media company, Globo can exert considerable influence on our politics.

One example: Two years ago, in a bland apology, Globo confessed to having supported Brazil’s military dictatorship between 1964 and 1985. “In the light of history, however,” it said, “there is no reason to not recognize explicitly today that this support was a mistake, and that other editorial decisions in the period that followed were also wrong.”

With these hazards in mind, and in the name of good journalism, I watched a whole day of Globo programming on a recent Tuesday, to see what I could learn about the values and the ideas it promotes.

The first thing most people watch each morning is the local news, then the national news. From those, one might infer that there is nothing more important in life than the weather and the traffic. The fact that our president, Dilma Rousseff, faces a serious risk of impeachment and that her main political opponent, Eduardo Cunha, the speaker of the lower house of Congress, is being investigated for embezzlement, get less airtime than the details of traffic jams. Those bulletins are updated at least six times a day, with the anchors chatting amicably, like old aunts at teatime, about the heat or the rain.

From the morning talk shows and other programs, I grasped that the secret of life is to be famous, rich, vaguely religious and “do bem” (those who stand on the side of good). Everybody on-air loved everyone else and smiled all the time. Wondrous tales were told of people with disabilities who had the willpower to succeed in their jobs. Specialists and celebrities discussed that and other topics with remarkable superficiality.