{"id":5466,"date":"2009-12-27T21:16:00","date_gmt":"2009-12-27T21:16:00","guid":{"rendered":"https:\/\/inveske.co.uk\/o-mercado-editorial-brasileiro-para-divulgacao-tecnica-o-caso-da-atividade-fisica-e-treinamento-1\/"},"modified":"2009-12-27T21:16:00","modified_gmt":"2009-12-27T21:16:00","slug":"o-mercado-editorial-brasileiro-para-divulgacao-tecnica-o-caso-da-atividade-fisica-e-treinamento-1","status":"publish","type":"post","link":"https:\/\/www.mariliacoutinho.com\/pt-br\/o-mercado-editorial-brasileiro-para-divulgacao-tecnica-o-caso-da-atividade-fisica-e-treinamento-1\/","title":{"rendered":"O mercado editorial brasileiro para divulga\u00e7\u00e3o t\u00e9cnica: o caso da atividade f\u00edsica e treinamento (1)"},"content":{"rendered":"<p><meta http-equiv=\"Content-Type\" content=\"text\/html; charset=utf-8\"><meta name=\"ProgId\" content=\"Word.Document\"><meta name=\"Generator\" content=\"Microsoft Word 12\"><meta name=\"Originator\" content=\"Microsoft Word 12\"><link 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table.MsoNormalTable\n\t{mso-style-name:\"Table Normal\";\n\tmso-tstyle-rowband-size:0;\n\tmso-tstyle-colband-size:0;\n\tmso-style-noshow:yes;\n\tmso-style-priority:99;\n\tmso-style-qformat:yes;\n\tmso-style-parent:\"\";\n\tmso-padding-alt:0cm 5.4pt 0cm 5.4pt;\n\tmso-para-margin:0cm;\n\tmso-para-margin-bottom:.0001pt;\n\tmso-pagination:widow-orphan;\n\tfont-size:11.0pt;\n\tfont-family:\"Calibri\",\"sans-serif\";\n\tmso-ascii-font-family:Calibri;\n\tmso-ascii-theme-font:minor-latin;\n\tmso-fareast-font-family:\"Times New Roman\";\n\tmso-fareast-theme-font:minor-fareast;\n\tmso-hansi-font-family:Calibri;\n\tmso-hansi-theme-font:minor-latin;\n\tmso-bidi-font-family:\"Times New Roman\";\n\tmso-bidi-theme-font:minor-bidi;}\n<\/style>\n\n\n<![endif]-->  <\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><strong><span style=\"font-size: large;\">O mercado editorial brasileiro para divulga&ccedil;&atilde;o t&eacute;cnica: o caso da atividade f&iacute;sica e treinamento (parte 1)<\/span><\/strong><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\">Para que serve uma revista tem&aacute;tica? As respostas s&atilde;o variadas e muitas vezes conflitantes. Vamos percorrer esta quest&atilde;o pelos n&iacute;veis de atores no processo de produzir, comercializar e consumir este &iacute;tem.<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\">Comecemos pelo consumidor, que ser&aacute; o foco deste texto. O consumidor consome quatro coisas numa revista: informa&ccedil;&atilde;o, entretenimento, valores e outros &iacute;tens de identidade grupal, e, finalmente, conforto emocional. H&aacute; superposi&ccedil;&otilde;es. H&aacute; tamb&eacute;m contradi&ccedil;&otilde;es, e s&eacute;rias. <\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\">A primeira contradi&ccedil;&atilde;o diz respeito &agrave; natureza e papel da informa&ccedil;&atilde;o de uma revista tem&aacute;tica. Boa parte das revistas tem&aacute;ticas &eacute; t&eacute;cnica. Exceto pelas revistas er&oacute;ticas\/pornogr&aacute;ficas, esot&eacute;ricas e poucas outras, quase tudo &eacute; t&eacute;cnico e em grande parte cient&iacute;fico. Vivemos numa sociedade altamente tecnol&oacute;gica e cient&iacute;fica, na qual estes componentes est&atilde;o imersos em qualquer mercadoria, informa&ccedil;&atilde;o ou a&ccedil;&atilde;o dos indiv&iacute;duos. <\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\">A informa&ccedil;&atilde;o, portanto, tem duas fun&ccedil;&otilde;es primordiais: otimizar uma tomada de decis&atilde;o de seu consumidor e ampliar o &ldquo;modelo de situa&ccedil;&atilde;o&rdquo; deste consumidor sobre o conte&uacute;do da informa&ccedil;&atilde;o. Ambas as fun&ccedil;&otilde;es aumentam a quantidade de controle e poder do consumidor da informa&ccedil;&atilde;o sobre suas a&ccedil;&otilde;es individuais no que diz respeito ao conte&uacute;do da informa&ccedil;&atilde;o. V&aacute;rios modelos procuram explicar a rela&ccedil;&atilde;o entre a qualidade (linguagem, vocabul&aacute;rio, abordagem, profundidade, isen&ccedil;&atilde;o, transpar&ecirc;ncia, abrang&ecirc;ncia, etc.) e quantidade de informa&ccedil;&atilde;o e a qualidade da decis&atilde;o sobre a qual esta informa&ccedil;&atilde;o influi. Tais modelos t&ecirc;m como foco a decis&atilde;o individual, ainda que num contexto social. J&aacute; a amplia&ccedil;&atilde;o e\/ou atualiza&ccedil;&atilde;o do &ldquo;modelo de situa&ccedil;&atilde;o&rdquo; dizem respeito &agrave; rela&ccedil;&atilde;o do consumidor da informa&ccedil;&atilde;o com um determinado contexto, socialmente partilhado. <\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\">Digamos que a revista tem&aacute;tica &eacute; sobre autom&oacute;veis. Uma informa&ccedil;&atilde;o de boa qualidade e quantidade sobre uma inova&ccedil;&atilde;o no sistema de uso de combust&iacute;veis pode determinar a decis&atilde;o de um usu&aacute;rio sobre a compra de um ve&iacute;culo. Pode tamb&eacute;m mostrar a ele que a rota tecnol&oacute;gica dos sistemas de controle de combust&iacute;veis aponta uma tend&ecirc;ncia. Ciente disto, o usu&aacute;rio da informa&ccedil;&atilde;o tem maior controle sobre a grande tem&aacute;tica de sistemas de combust&iacute;veis em ve&iacute;culos econ&ocirc;micos. Torna-se um ator mais poderoso, pois tem mais ferramentas para dialogar com outros atores (vendedores ou os pr&oacute;prios ve&iacute;culos de informa&ccedil;&atilde;o). Torna-se mais custoso ao comerciante &ldquo;empurrar&rdquo; a este consumidor uma mercadoria maquiada ou informa&ccedil;&atilde;o falsa. Acho desnecess&aacute;rio transferir o caso para a &aacute;rea do condicionamento f&iacute;sico e treinamento, onde a empurroterapia &eacute; o que domina o mercado.<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\">Assim, a informa&ccedil;&atilde;o de boa qualidade e quantidade aumenta o poder de cr&iacute;tica e a efici&ecirc;ncia das tomadas de decis&atilde;o de seu consumidor, gerando um c&iacute;rculo virtuoso (do ponto de vista dos interesses do consumidor): em escala, os consumidores aos poucos moldam um mercado de informa&ccedil;&atilde;o e do objeto da informa&ccedil;&atilde;o cada vez mais sofisticado e competente. Este, no entanto, &eacute; o tema do pr&oacute;ximo texto (a produ&ccedil;&atilde;o e comercializa&ccedil;&atilde;o da informa&ccedil;&atilde;o).<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\">Tendo pincelado a informa&ccedil;&atilde;o, passemos para o consumo de entretenimento. Uma parte n&atilde;o desprez&iacute;vel dos consumidores de revista tem&aacute;tica est&aacute; mais interessada no conte&uacute;do como entretenimento do que como ferramenta de &ldquo;empoderamento&rdquo;. As pessoas em geral esquecem que o indiv&iacute;duo educado tem prazer atrav&eacute;s da obten&ccedil;&atilde;o de nova informa&ccedil;&atilde;o. O prazer pode vir da euforia quanto a elementos positivos do conte&uacute;do desta informa&ccedil;&atilde;o (uma esp&eacute;cie rara de le&otilde;es brancos se reproduzindo, por exemplo), quanto ao inusitado (macacos quantificam com pedrinhas), quanto ao engra&ccedil;ado, ou quanto &agrave; forma (linguagem, vocabul&aacute;rio).<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\">Do ponto de vista do consumidor, entreter e &ldquo;empoderar&rdquo; (dar poder) n&atilde;o s&atilde;o contradit&oacute;rios. Do ponto de vista do produtor e do comerciante de informa&ccedil;&atilde;o, quase sempre o s&atilde;o em nosso pa&iacute;s.<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\">A quest&atilde;o dos valores &eacute; s&eacute;ria. Na divulga&ccedil;&atilde;o cient&iacute;fica biol&oacute;gica, por exemplo, at&eacute; hoje n&atilde;o &eacute; simples confrontar com &ldquo;a melhor evid&ecirc;ncia de pesquisa&rdquo; concep&ccedil;&otilde;es racistas e machistas sobre superioridade de etnias e g&ecirc;nero, mesmo que esta (a superioridade) seja travestida de &ldquo;diferen&ccedil;a&rdquo;. No nosso caso, cutucamos feridas morais muito s&eacute;rias, como a modera&ccedil;&atilde;o, a normalidade e a naturalidade. O discurso majorit&aacute;rio &eacute; o da medicina e o das ind&uacute;strias que a alimentam, como a farmac&ecirc;utica. Assim, o exerc&iacute;cio deve ser moderado, h&aacute; um peso normal e uma forma ou funcionalidade naturais. &Eacute; subversivo dizer que com o tal exerc&iacute;cio moderado cardio-vascular o diab&eacute;tico vai perder o p&eacute;, que n&atilde;o existe peso normal, e sim composi&ccedil;&atilde;o corporal adequada ao indiv&iacute;duo e que a natureza nos otimizou para reproduzir, e n&atilde;o para viver com qualidade ou prazer. As propagandas na &aacute;rea do condicionamento e treinamento sempre mostram a famosa fita m&eacute;trica na barriguinha, o visor da balan&ccedil;a e um bando de sempre-jovens brancos e de mesma estatura (uma curva normal chata).<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\">Finalmente, temos a quest&atilde;o do conforto emocional. O conte&uacute;do de uma informa&ccedil;&atilde;o, se drasticamente em desconformidade com valores morais do consumidor, pode gerar desconforto. N&atilde;o podemos esquecer que as pessoas t&ecirc;m um impulso de pertencimento forte que as faz se agarrar com unhas e dentes ao valor da normalidade. Nesse desespero, n&atilde;o conseguem enxergar que a normalidade socialmente constru&iacute;da pelos outros atores &ndash; midia, ind&uacute;stria farmac&ecirc;utica, ind&uacute;stria de moda, outras profiss&otilde;es da sa&uacute;de &ndash; &eacute; uma fic&ccedil;&atilde;o inating&iacute;vel, e n&atilde;o um segmento majorit&aacute;rio da popula&ccedil;&atilde;o (&ldquo;norma&rdquo;). A mentira de que um treino padronizado em circuito, sem intensidade, sem o menor fundamento fisiol&oacute;gico, feito tr&ecirc;s vezes por semana num ambiente hipn&oacute;tico corrigir&aacute; na mulher o que ela v&ecirc; como &ldquo;desvios&rdquo; &eacute; quase imposs&iacute;vel de se combater. A prova &eacute; a multiplica&ccedil;&atilde;o de academias que seguem esse modelo. <\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\">O mercado editorial, infelizmente, n&atilde;o est&aacute; em desacordo com esta tend&ecirc;ncia.<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\">Sobre ele, falo a seguir. Hoje ficamos com o consumidor.<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\"><o_p><a href=\"http:\/\/www.jmfbrasil.com.br\"><img fetchpriority=\"high\" decoding=\"async\" width=\"267\" height=\"240\" border=\"0\" alt=\"\" src=\"http:\/\/pics.livejournal.com\/mariliacoutinho\/pic\/0001bd39\/s320x240\" \/><\/a><br \/><\/o_p><\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\"><o_p>&nbsp;<\/o_p><\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\"><o_p>&nbsp;<\/o_p><\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\"><o_p>&nbsp;<\/o_p><\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\"><o_p>&nbsp;<\/o_p><\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p class=\"MsoNormal\" style=\"text-align: justify;\"><span style=\"font-size: medium;\"><o_p>&nbsp;<\/o_p><\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p><\/meta><\/meta><\/meta><\/meta><\/p>\n","protected":false},"excerpt":{"rendered":"<p>O mercado editorial brasileiro para divulga&ccedil;&atilde;o t&eacute;cnica: o caso da atividade f&iacute;sica e treinamento (parte 1) Para que serve uma revista tem&aacute;tica? As respostas s&atilde;o variadas e muitas vezes conflitantes. Vamos percorrer esta quest&atilde;o pelos n&iacute;veis de atores no processo de produzir, comercializar e consumir este &iacute;tem. Comecemos pelo consumidor, que ser&aacute; o foco deste [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[19],"tags":[2431,2432,15,2206,2433,1457,2434,2435],"_links":{"self":[{"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/posts\/5466"}],"collection":[{"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/comments?post=5466"}],"version-history":[{"count":0,"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/posts\/5466\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/media?parent=5466"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/categories?post=5466"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/tags?post=5466"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}