Vida e morte de um projeto editorial: um estudo da representação do masculino na Revista Alfa

Resumo (EN)

The life and death of a publishing project: a study of the male representation in the magazine Alfa is a study that: aims to analyze the magazine Alfa as a media product based on its structure in printed media; identify and verify the male representation by means of specific characteristics present in contemporary society and in the magazine; analyze the lifestyle proposed by the magazine and its acquisition by the readers. Alfa (alpha) is a title by the company Editora Abril (Abril publisher) aimed at the male audience. It was launched in a time period when the instantaneity of access on the internet was at its rise. There are many studies based on the female gender due to women’s emancipation, however, there aren’t many researches focused on males. If women have changed, so have men. The establishment of a media product that represents the ideal modern male provided an opportunity for the fulfillment of this project. Martin-Barbero's theory on mediations was used to analyze the magazine and its marketing, cultural and social aspects. Alfa very well fulfilled its role as a lifestyle magazine, encompassing fashion, health, beauty and behavioral themes, which are the “formula” to success for this type of publication. It was designed and developed with the objective of reaching a readership that identifies with the type of masculine representation exhibited in the magazine. It was also verified that this was due more to the formation of new consumer markets rather than to the division of to genres.