A comunicação em fluxos da Vogue Brasil: possíveis diálogos entre mídias tradicionais e ambientes digitais

Abstract

This dissertation discusses Vogue Brasil’s flows of communication regarding the expansion of content, narratives, and languages from analog to digital, forming a media ecosystem that is potentially self-sustaining. Within the current context of pluralization, platformization and media convergence, information outlets are increasingly seeking to adapt to the constant transformations driven by the emergence of digital culture over the last decades. Therefore, this research was guided by the following question: how has Vogue Brasil magazine constructed and explored its flows of communication? The objective of this study is to provide inferences regarding the magazine's flows of communication, as well as instances of transmedia storytelling and dialogues between traditional media, such as the print magazine, and digital environments. To achieve this goal, content published during September 2025 was analyzed, encompassing both the print edition and Vogue Brasil’s primary social media platforms. The methodology employed content analysis, supplemented by a semi-structured interview with Vogue Brasil journalist Milena Otta. The study concludes that while dialogues exist between the traditional print version and digital environments, both realms possess distinct properties and languages, functioning independently according to the specific media in which they are embedded.