This article will offer a description and explanation of the rise of the Brazilian media corporation Globo by situating it in the context of the periphery and semi-periphery of the World System and the globalisation of communication. In particular it focuses upon the changing role that Globo has played in the construction of an elite-led political culture in Brazil that has moved through phases of authoritarian and democratic government. The article sets out an historical account of the emergence of Globo from being a regional media organisation in the periphery of the world system to a global broadcaster in the semi-periphery. It moves through three phases: First, 1925–1964, the colonial legacy and Brazil in the periphery; second, 1964–1985, a period of transition and conservative modernisation, into the semi-periphery; and finally, 1985 onwards, the age of globalisation.