O leitor imaginado no jornalismo de revista : uma proposta metodológica

AUTOR(ES)

Laura Strelow Storch

FONTE

IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia

DATA DE PUBLICAÇÃO

2012

RESUMO

This research, which addresses magazine journalism and reading, develops the concept of the imagined reader and proposes a methodological guide so that researchers may locate and understand this imagined reader. From an interactionist perspective, we understand reading as a phenomenon of meaning negotiation which is constitutive of journalism. In the first part of the thesis, we explore the reading field on relation to the theoretical framework of discourse in order to propose a conceptual definition of the imagined reader. The form of the imagined reader is elaborated as a ¿position¿ inscribed in text (verbal and non-verbal) in a way that allows the negotiation of meanings between author and real reader. In this perspective, author and real reader don¿t deal with a text, but with another subject ¿ the imagined reader ¿, even if he exists only as a potentiality. In the second part, we investigate the empirical universe of magazines and elaborate a methodological guide, establishing indexes that allow the researcher to locate, identify and reflect upon the imagined reader in magazine journalism. The methodological guide indicates that the researcher must observe three dimensions of the conformation of magazines: 1) Institutional Dimension; 2) Advertising Dimension; and 3) Editorial Dimension. Each one of these dimensions congregates particularities, referred as specific indexes that must be observed. In Institutional Dimension: a) indexes of segmentation; b) advertising of itself; and c) promotional materials. In Advertising Dimension: a) types of products; and b) verbal and non-verbal indexes about the reader present in advertisements. In Editorial Dimension: a) journalistic content; b) visuality; and c) manifestations of the explicit reader.

ASSUNTO(S)

journalism magazine revistas imagined reader leitores research methodology jornalismo reading leitura metodologia da pesquisa

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