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This article analyzes the US sociologist Donald Pierson’s views on the process of modernization as expressed in research he conducted while residing in Brazil from the 1930s to the 1950s. Looking first at his study on race relations in Bahia and then at his investigations of rural communities in the São Francisco Valley, it shows that Pierson’s exchange with local intellectuals was decisive to his readings of Brazil’s rural, patriarchal past and his understanding of the potential for building a modern social order out of these traditions. His perspective was also evident during the debate on the relation between racism and modernity in the context of the UNESCO Race Relations Project. This examination of Pierson’s work likewise signals how transnational dialogue between the Global North and South contributed to the sociological debate on modernization, and how US scholars ascribed more than one meaning to the modernizing changes underway in peripheral countries around the world.