Abstract
This paper puts forth a conceptual framework of multiple and fluid national culture focused on the contemporary Brazilian context. Drawing from recent criticism on the excessive determinism and simplicity of typical cross‐cultural depictions, the study (1) analyzes Brazilian contemporary culture from a historical perspective; (2) summarizes prevailing Brazilian cultural depictions in the literature; (3) proposes a conceptual framework centered on the dynamics between cultural differentiation and homogeneity, putting forth predictions on the potential future shifts of the Brazilian cultural texture along these two extremes; and (4) makes the case for culture research focused further on the study and depiction of multiple national cultures, and on their fluidity over time, rather than on monolithic and stable national cultures.