A introdução do e-book no mercado editorial brasileiro: mudança tecnológica, conflitos e resistências

Resumo (EN)

For the past two decades the ebook coexists with the printed book. Many projections were made to analyse the fall of the printed copy and the ascension of the digital one. However, different from other medias, easily substituted by new digital formats, the paper book demonstrates great resistance. In the brazilian publishing market this resilience phenomenon of the printed culture has been even bigger than in other editorial markets. We believe that political, economical and cultural factors have been motivating this resistance. In our research of mixed concurrent methods, we performed two surveys with university students and brazilian book editors, as well as, deep interviews with the two groups. Our objective was to verify if there was some sort of editors opposition affecting the introduction of the ebook into the market. Moreover, identify if the attachment of the university student readers towards, the reception of long texts and books, is attached to the paper printed format and if the readers are adherent to the reading of these long texts in digital screens. We have also tried to identify if the generational difference between natives and digital immigrants influences the adherence process towards the digital book. In addition to the interviews, 800 questionnaires were applied between university students and editors. The result of the research demonstrates that the resistance of the editors towards the ebook diminished as they organized themselves to exercise, in the negotiations with Amazon, Google, Apple and Kobo, control over the attribution of prices and the digitalization rhythm of the books. The quantitative and qualitative results converged, demonstrating there is a strong attachment from university students towards reading the paper printed format, as well as a relative rejection towards the reading of long texts in digital screens. The users of ereaders like Kindle, Lev and Kobo, demonstrated less resistance towards the reading in digital screens, but also a strong attachment to paper. No significant statistical difference was found between the digital natives and the digital immigrants regarding the latent adherence to technology, paper printed culture and the reading in digital screens.