O enunciatário da revista VEJA: contribuição para discussões sobre indústria cultural e cultura de massa

• Autor(a) principal: Palomino, Rafael Henrique [UNESP]
• Data de Publicação: 2012
• Outros Autores: Marchezan, Renata Maria Facuri Coelho [UNESP]
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Institucional da UNESP
• Texto Completo: http://www.revistaglauks.ufv.br/artigo/128; http://hdl.handle.net/11449/124880
• topic: ethos; pathos; enunciatário

This work intends to “test” two theories about mass cultural products – one that understands them as syncretic and plural and another that sees them as homogenizators and aimed to a mixed audience. We chose Veja magazine as the object of this study and tried to understand how its internal sessions bring in their readers, with the goal of verifying whether readers shared characteristics. In the affirmative case, Veja would be directed to a specific reader; otherwise, it would be a syncretic cultural product. This answer should give us basis to reflect upon the opposition between both ways of thinking about mass culture and help us take a stand on this discussion. Obviously, we do not intend to give a definitive answer to the opposition between these two tendencies. The limits of this work are given by the investigated object itself: we intend to verify empirically how Veja, as a cultural product, solves the contradiction that the co-existence of these two opposite theories point about mass society.