"Intervalo para Conversa": a carta do leitor de revista e a formação do público da tv brasileira nos anos 1960 e 1970

Abstract

This thesis investigates the relations established between the magazine Intervalo (1963- 1972), by Editora Abril, and its readers through the analysis of the letters section, “Intervalo para Conversa”. The new era of mass communication in Brazil, represented by the beginning of TV in 1950, was characterized by the emergence of new habits of consumption of media content. The 1960s witnessed the strengthening of the editorial market specialized in TV, with Intervalo magazine as an important example of the dissemination of national television programming, through various editorial strategies to approach its reader. From this context, the starting question of our research was: “how did the relationship created from the fixed sections, especially the “Intervalo para Conversa”, contribute to forming the TV audience in Brazil in the 1960s and 1970s?”. In addition, we question: “how did the magazine present itself as materiality / textuality / central device to the emergence of relations between audiences and television?”. To answer this question, we carried out a historical study, which deepened into social, political, and cultural issues about the beginning of television in Brazil and what were the main changes for the reader, who from that moment on would also become a viewer. TV became a cultural experience, and, with that, behavioral changes served as a context for the creation of magazines specialized in television. Having, therefore, the “Intervalo para Conversa” section as our corpus, we chose to use the Content Analysis that helped us to organize and categorize the 441 digitized editions in the Digital Hemeroteca, the 111 fixed sections and the 13 readers' sections. The analysis of this material allowed the understanding of the relations established between the magazine and its reader, as well as the correlation of approached themes and the historical moment in which they were inserted. In addition, it was possible to create inferences about who Intervalo's readers were, how they related to television, what were their modes of participation and what was the relationship established with the magazine. The work concluded, then, that the modes of reader participation in the section have changed over the years, as a result of the development of TV and the formation of the community of viewers; the magazine assumed an ostensible pedagogical role through training on Brazilian TV, on its logic and by teaching its reader how to deal with this new media scenario; the relationship built conforms within an apolitical world, a fantasy world, a parallel construction of reality made by the magazine, whose standard of behavioral and social values in force at the time, which even went against aspects that the military dictatorship itself Brazilian and the government defended; finally, the reader, in turn, is not just a figure from which it is possible to infer, age, social class, city, but a substrate of the relationship. The analysis looked at a reader who was going through a moment of transition, not only as a viewer, but also as a consumer of a specific medium, television. What emerges, therefore, are assemblages, actions, ideological and editorial postures.