{"id":5467,"date":"2009-12-28T14:56:00","date_gmt":"2009-12-28T14:56:00","guid":{"rendered":"https:\/\/inveske.co.uk\/o-mercado-editorial-brasileiro-para-divulgacao-tecnica-o-caso-da-atividade-fisica-parte-2\/"},"modified":"2009-12-28T14:56:00","modified_gmt":"2009-12-28T14:56:00","slug":"o-mercado-editorial-brasileiro-para-divulgacao-tecnica-o-caso-da-atividade-fisica-parte-2","status":"publish","type":"post","link":"https:\/\/www.mariliacoutinho.com\/pt-br\/o-mercado-editorial-brasileiro-para-divulgacao-tecnica-o-caso-da-atividade-fisica-parte-2\/","title":{"rendered":"O mercado editorial brasileiro para divulga\u00e7\u00e3o t\u00e9cnica: o caso da atividade f\u00edsica&#8230; parte 2"},"content":{"rendered":"<p><meta content=\"text\/html; charset=utf-8\" http-equiv=\"Content-Type\" \/><meta content=\"Word.Document\" name=\"ProgId\" \/><meta content=\"Microsoft Word 12\" name=\"Generator\" \/><meta content=\"Microsoft Word 12\" name=\"Originator\" \/><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 style=\"text-align: justify;\" class=\"MsoNormal\"><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 2)<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">Come&ccedil;amos a discutir os dilemas e desafios das revistas tem&aacute;ticas em atividade f&iacute;sica e treinamento pela ponta do usu&aacute;rio final. A produ&ccedil;&atilde;o, comercializa&ccedil;&atilde;o e consumo da revista tem&aacute;tica envolvem muitos outros atores e institui&ccedil;&otilde;es relevantes. Hoje vamos falar sobre a produ&ccedil;&atilde;o daquilo que &eacute; consumido pelo usu&aacute;rio final. Falarei especificamente sobre a produ&ccedil;&atilde;o do conte&uacute;do de mat&eacute;rias e reportagens.<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">Como eu disse, o usu&aacute;rio final consome quatro coisas numa revista: informa&ccedil;&atilde;o, entretenimento, valores e conforto emocional. Isto inclui tudo que ele encontra consciente ou inconscientemente na revista: o conte&uacute;do expl&iacute;cito de um texto de not&iacute;cia ou reportagem, outros conte&uacute;dos em diferentes estratos de acesso consciente, as imagens de not&iacute;cia ou reportagem, os textos e imagens publicit&aacute;rios, os tamanhos, cores, disposi&ccedil;&otilde;es e in&uacute;meros outros elementos de comunica&ccedil;&atilde;o visual de texto e imagem, a textura do papel, a organiza&ccedil;&atilde;o do conte&uacute;do, etc. <\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">O n&iacute;vel mais b&aacute;sico da produ&ccedil;&atilde;o da revista tem&aacute;tica &eacute; a produ&ccedil;&atilde;o do texto e imagem de reportagem ou not&iacute;cia, tamb&eacute;m chamado texto informativo (nomenclatura da qual eu discordo, pois h&aacute; informa&ccedil;&atilde;o por toda parte). O &ldquo;tipo ideal&rdquo; do texto de not&iacute;cia ou reportagem &eacute; neutro, explicita fontes e justifica argumentos. H&aacute; muitos anos a sociologia do conhecimento e a lingu&iacute;stica j&aacute; mostraram que n&atilde;o h&aacute; discurso estritamente neutro nem mesmo nas ci&ecirc;ncias mais duras. Haveria ent&atilde;o um gradiente entre o discurso mais factual e neutro e o mais persuasivo. Exemplo: &ldquo;dumbells s&atilde;o equipamentos para treinamento resistido que consistem de duas estruturas com pesos vari&aacute;veis unidas por uma barra curta para pegada&rdquo; versus &ldquo;os dumbells da Mastera&ccedil;oboaforma t&ecirc;m vulcaniza&ccedil;&atilde;o de alta qualidade protegendo os pesos laterais calibrados at&eacute; 15 microgramas de varia&ccedil;&atilde;o e pegada recartilhada de alta ader&ecirc;ncia para sua maior seguran&ccedil;a. Compre dumbells Mastera&ccedil;oboaforma Superdeluxe!&rdquo;.<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">Ainda que n&atilde;o haja a ut&oacute;pica neutralidade absoluta, a neutralidade, o ceticismo organizado e a consist&ecirc;ncia emp&iacute;rica s&atilde;o ideais a serem perseguidos. Assim como na ci&ecirc;ncia n&atilde;o existe a total isen&ccedil;&atilde;o no julgamento por pares, abrir m&atilde;o destes valores instaura um vale tudo capaz de destruir rapidamente tudo que h&aacute; de melhor em nossa cultura. <\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">Assim, o escritor t&eacute;cnico nunca ser&aacute; totalmente neutro, pois ele t&ecirc;m interesses e agendas &ndash; abertas ou ocultas. Ele tem l&aacute; suas filia&ccedil;&otilde;es metodol&oacute;gicas, admira&ccedil;&atilde;o por autores e &iacute;cones e uma boa parte disso n&atilde;o &eacute; puramente intelectual. Mas deve ser cobrado pela maior isen&ccedil;&atilde;o poss&iacute;vel em suas pe&ccedil;as public&aacute;veis. Esta &eacute; a &uacute;nica maneira de fazer com que a contrapartida funcione: o peri&oacute;dico (revista), ao exigir isen&ccedil;&atilde;o do autor, deve dar garantia de que ele n&atilde;o ser&aacute; submetido a nenhuma coers&atilde;o ao defender seus pontos de vista, desde que respeitados os elementos metodol&oacute;gicos acordados de in&iacute;cio (isen&ccedil;&atilde;o, consist&ecirc;ncia emp&iacute;rica, explicita&ccedil;&atilde;o de fontes, coer&ecirc;ncia argumentativa). <\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">Assim, o bom editor ajuda o autor a melhorar a qualidade e quantidade da informa&ccedil;&atilde;o veiculada em seu texto, sem jamais alterar a subst&acirc;ncia do conte&uacute;do. <\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">Isso &eacute; o ideal, e isso &eacute; exce&ccedil;&atilde;o em nosso pa&iacute;s. Em primeiro lugar, uma parte importante dos autores, por vontade pr&oacute;pria ou induzidos por terceiros, pratica o tr&aacute;fico de discurso persuasivo para dentro do texto de not&iacute;cia ou reportagem. A reportagem vira uma propaganda disfar&ccedil;ada. Digamos que a reportagem seja sobre uma nova tecnologia de pesos livres que auto-ajusta a carga com um bot&atilde;ozinho m&aacute;gico. O autor pode relatar o desenvolvimento desta tecnologia, o mecanismo de funcionamento, entrevistar o fabricante, um par de usu&aacute;rios e chamar aten&ccedil;&atilde;o para o fato de que as vantagens ou n&atilde;o do sistema ser&atilde;o aferidas com o tempo de aplica&ccedil;&atilde;o. No entanto, o autor pode decidir mostrar (defender, na verdade) que se trata da grande revolu&ccedil;&atilde;o nos equipamentos para treinamento e que diante dela todo o resto ser&aacute; um passado descart&aacute;vel. O mais comum &eacute; adotar-se esta &uacute;ltima abordagem, infelizmente.<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">Por outro lado, a editoria das revistas tem&aacute;ticas no Brasil em geral joga contra os princ&iacute;pios que garantem um mercado editorial din&acirc;mico, potente e influente (os comentados acima). Eu j&aacute; tive uma editora, numa revista supostamente de alta qualidade, impondo alterar a dura&ccedil;&atilde;o de um determinado epis&oacute;dio de cinco para um ano. Ficava &ldquo;mais interessante&rdquo; mais curto. Ora, interessante ou n&atilde;o, um &eacute; verdade, o outro &eacute; mentira! N&atilde;o saiu a mat&eacute;ria, n&atilde;o escrevo para esta revista (Piau&iacute;). Na Galileu, h&aacute; anos, uma editora achou que ficava bom um pequeno texto sobre Darwin com um conte&uacute;do estapaf&uacute;rdio e err&ocirc;neo. A mat&eacute;ria era sobre o perigo do criacionismo. N&atilde;o permiti o textinho da editora &ndash; n&atilde;o escrevi mais para a Galileu (isso se chama &ldquo;porta fechada&rdquo;). Uma revista sobre treinamento (que j&aacute; sumiu) pediu de mim uma mat&eacute;ria &ldquo;light&rdquo; (que eu evitasse confrontar o estil&atilde;o fitness alienado, por favor) dando &ldquo;dicas&rdquo; de treino para mulheres. &nbsp;Assim como eu, todo escritor t&eacute;cnico com alguma &eacute;tica tem uma cole&ccedil;&atilde;o de casos semelhantes.<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">Exploremos um pouco os interesses que movem as din&acirc;micas descritas acima. Sem entrar em muitas tecnicalidades, quem estuda a produ&ccedil;&atilde;o de &ldquo;bens simb&oacute;licos&rdquo; (informa&ccedil;&atilde;o, discursos em geral) entende que eles t&ecirc;m um valor. Esse valor tem uma rela&ccedil;&atilde;o importante com o status de quem o produziu e &ldquo;vendeu&rdquo;. Um cientista quer publicar, mas tamb&eacute;m quer ser citado. &Agrave;s vezes, mais do que publicar, ser citado. As consequ&ecirc;ncias da valoriza&ccedil;&atilde;o do seu &ldquo;bem&rdquo; s&atilde;o in&uacute;meras e variadas e incluem, para ser bem direta, sua pr&oacute;pria sobreviv&ecirc;ncia f&iacute;sica. <\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">O autor profissional &eacute; um escritor t&eacute;cnico por oficio. Ainda que a mat&eacute;ria em si n&atilde;o seja paga (no caso de algumas disciplinas cient&iacute;ficas, o artigo aceito requer pagamento para ser publicado), ela valoriza o autor, o peri&oacute;dico, os autores citados, a &aacute;rea tem&aacute;tica e uma mir&iacute;ade de outros componentes. O autor tem interesses bem mundanos &ndash; n&atilde;o faz aquilo exclusivamente por amor &agrave; humanidade, ainda que tamb&eacute;m possa faz&ecirc;-lo (espera-se que fa&ccedil;a). <\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">O editor tem um grande interesse: a viabilidade, crescimento e vantagem competitiva da revista que edita. Ele tem que equilibrar in&uacute;meras for&ccedil;as por vezes contradit&oacute;rias: o autor pedindo mais espa&ccedil;o, sendo que ele sabe que o espa&ccedil;o adicional reduzir&aacute; a perman&ecirc;ncia do leitor na p&aacute;gina; a &ldquo;viagem&rdquo; do autor atrav&eacute;s de detalhes que ele acha important&iacute;ssimos, mas que tornam a mat&eacute;ria enfadonha para a m&eacute;dia dos leitores, o que pode ocasionar uma redu&ccedil;&atilde;o em compra e assinaturas na revista, o que pode erodir o valor do an&uacute;ncio e tamb&eacute;m atrair menos anunciantes, o que, no final das contas, destr&oacute;i a revista.<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">Com todas estas dificuldades, o mundo provou que &eacute; poss&iacute;vel produzir revistas tem&aacute;ticas de qualidade. N&atilde;o &eacute; f&aacute;cil, n&atilde;o &eacute; trivial, mas &eacute; poss&iacute;vel. Quanto mais revistas, at&eacute; um certo limite, na mesma tem&aacute;tica, melhor: a concorr&ecirc;ncia &eacute; saud&aacute;vel. <\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">Este &eacute; assunto para outro texto. Por enquanto, ficamos por aqui.<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><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\" src=\"http:\/\/pics.livejournal.com\/mariliacoutinho\/pic\/0001bd39\/s320x240\" alt=\"\" \/><\/a><br \/><\/o_p><\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\"><o_p>&nbsp;<\/o_p><\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\"><o_p>&nbsp;<\/o_p><\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\"><o_p>&nbsp;<\/o_p><\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\"><o_p>&nbsp;<\/o_p><\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\"><o_p>&nbsp;<\/o_p><\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\"><o_p>&nbsp;<\/o_p><\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\"><o_p>&nbsp;<\/o_p><\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\"><o_p>&nbsp;<\/o_p><\/span><span style=\"\"><o_p><\/o_p><\/span><\/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 2) Come&ccedil;amos a discutir os dilemas e desafios das revistas tem&aacute;ticas em atividade f&iacute;sica e treinamento pela ponta do usu&aacute;rio final. A produ&ccedil;&atilde;o, comercializa&ccedil;&atilde;o e consumo da revista tem&aacute;tica envolvem muitos outros atores e institui&ccedil;&otilde;es relevantes. Hoje vamos falar sobre [&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":[2436,2437,15,2206,2433,1457,2438,2439],"_links":{"self":[{"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/posts\/5467"}],"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=5467"}],"version-history":[{"count":0,"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/posts\/5467\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/media?parent=5467"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/categories?post=5467"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/tags?post=5467"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}