Both black and white Brazilians have long considered “whiteness” something that can be striven towards. In 1912 João Baptista de Lacerda, a medic and advocate of “whitening” Brazil by encouraging European immigration, predicted that by 2012 the country would be 80% white, 3% mixed and 17% Amerindian; there would be no blacks. As Luciana Alves, who has researched race at the University of São Paulo, explains, an individual could “whiten his soul” by working hard or getting rich. Tomás Santa Rosa, a successful mid-20th-century painter, consoled a dark-skinned peer griping about discrimination, saying that he too “used to be black”.
“Slavery’s legacies,” The Economist, September 10, 2016. http://www.economist.com/news/international/21706510-american-thinking-about-race-starting-influence-brazil-country-whose-population.