O relacionamento dos jornais impressos hegemônicos das Regiões Central e do Vale do Rio Pardo/RS com os leitores e com o território.

Abstract

Media’s contemporary strategic-editorial behavior suggests an approximation between journalistic production and reception. Contemporary strategies of communication vehicles stimulate receiving public’s participation. Such strategic-editorial behavior occurs in printed newspapers of the State of Rio Grande do Sul herein studied: from the Central Region, Diário de Santa Maria, and from the “Rio Pardo” Valley, Gazeta do Sul. A mapping and an analysis of the participation sections were thus carried out to identify reader’s and territory’s presence; territorialization and productive process of both newspaper. Journalism’s productive process is included in an advanced capitalist system. The study is anchored on the cultural studies theory with authors as Richard Johnson, Raymond Williams, Jesús Martín-Barbero, Néstor García Canclini, and Ana Carolina Escosteguy. Richard Johnson’s (1999) cultural circuit was used as methodological model, which foresees journalistic products’ production, circulation and consumption moments. Field data collection was made through interviews with both newspapers’ professionals of the composing, circulation and commercial sectors, as well as through a participating composing observation. Through offered participation strategies we tried to identify whether newspapers can or not generate citizenship. The study has verified that both newspapers use marketing strategies. Receptor participation and territory inclusion occur in two ways: in deleting part of the territory and through the visibility granted to the excluded part settling their most immediate demands.