Cultura e Mercado: As duas faces do jornalismo cultural da Folha de S. Paulo

Resumo (EN)

The objective of this paper was to think about the relationships between culture and market in the sphere of journalism, with a view to discussing issues relating to the literary market and to cultural journalistic productions. Toe corpus investigated is the cultural section Ilustrada and the Sunday supplement Mais!, both published in the Folha de S.Paulo newspaper. We observed the production of cultural news items in these two corpora in the period from September to December 2007, aiming to discover how these journalistic productions might or might not interfere in the process whereby a literary work confirms its bestseller status, and the strategy that Folha employs in transit between the two faces of its joumalism: market and culture. lt was necessary to emphasize the contribution of Pierre Bourdieu (2007) with his approach to the studies of Economics of symbolic exchange, which addresses the structures of objective relationships between the field of erudite production and the field of cultural industry. ln the field of communication, in dealing with the production of news in the media, it was drawn on theoretical studies in the field of journalism, especially value-notice (TRAQUINA, 2005) andjournalistic genres (MARQUES DE MELO, 1985) and on researcher Chaparro (2008). With a basis on the methodological assumptions of Laurence Bardin (1988), the data analysis will be discussed by the content analysis and his techniques of documental text analysis. This survey aimed to demonstrate first of all the specificity of reported events, especially those that make mention of the literary work Elite da tropa3[1 l and the movie Tropa de elite.4[2lwe come up against the fact that the cultural production of the literary work is based on the market logic. We perceive the relationship that is established objectively between culture and market, operating as a means of achieving success, given the media's capacity to boost the publicity of a work, at the sarne time as this process is not absolutely clear, but dissimulated by joumalistic techniques. This is what allows it to experience the two ambivalent faces in the production of cultural journalism, in other words, that of culture and of market. Said mechanisms lead to the portrait of cultural joumalism practiced nowadays by the largest newspaper in circulation in the country, the particulars of which reveal the inversion of this cultural transit, that is, the disclosure of events reported from mass culture, in this case, the movie, begins to bring greater emphasis to bear on erudite culture, in this case, the literary work, causing Folha to touch on the relations between press and literature applying a kind of "vamish" as polishing, a tone to the manner of courtesy of joumalistic cultural production geared toward its reading audience.