{"id":5468,"date":"2009-12-29T22:46:00","date_gmt":"2009-12-29T22:46:00","guid":{"rendered":"https:\/\/inveske.co.uk\/o-mercado-editorial-brasileiro-para-divulgacao-tecnica-o-caso-da-atividade-fisica-e-treinamento-3\/"},"modified":"2009-12-29T22:46:00","modified_gmt":"2009-12-29T22:46:00","slug":"o-mercado-editorial-brasileiro-para-divulgacao-tecnica-o-caso-da-atividade-fisica-e-treinamento-3","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-3\/","title":{"rendered":"O mercado editorial brasileiro para divulga\u00e7\u00e3o t\u00e9cnica: o caso da atividade f\u00edsica e treinamento (3)"},"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: medium;\">J&aacute; temos na mesa nosso usu&aacute;rio final, nosso escritor t&eacute;cnico e nosso editor. Nesse ponto, a situa&ccedil;&atilde;o se complica e os fios da meada se enovelam. A qualidade da revista do ponto de vista dos interesses do usu&aacute;rio final est&aacute; diretamente relacionada &agrave; identidade dos escritores t&eacute;cnicos e editores, que por sua vez s&atilde;o ou n&atilde;o recrut&aacute;veis para este mercado conforme outros determinantes: a rela&ccedil;&atilde;o entre a produ&ccedil;&atilde;o acad&ecirc;mica e o mercado naquela &aacute;rea espec&iacute;fica, a rela&ccedil;&atilde;o entre o jornalista tem&aacute;tico e o acad&ecirc;mico no monop&oacute;lio da divulga&ccedil;&atilde;o t&eacute;cnica, o status da divulga&ccedil;&atilde;o t&eacute;cnica para o acad&ecirc;mico e para o jornalista, entre outras.<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">Estas rela&ccedil;&otilde;es, por sua vez, s&atilde;o influenciadas pela natureza do mercado editorial da divuga&ccedil;&atilde;o t&eacute;cnica, cujas fei&ccedil;&otilde;es s&atilde;o em grande parte moldadas pelas ind&uacute;strias relacionadas, seja como propriet&aacute;rias, patrocinadoras ou anunciantes das revistas tem&aacute;ticas.<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">Um bom cientista ou t&eacute;cnico, de qualquer &aacute;rea, aceita de bom grado o convite para escrever uma mat&eacute;ria para a Folha de S&atilde;o Paulo (em qualquer de seus cadernos, que se assemelham aos peri&oacute;dicos tem&aacute;ticos). Por d&eacute;cadas, este peri&oacute;dico cultivou a imagem de qualidade, isen&ccedil;&atilde;o (&ldquo;Folha, de rabo preso com o leitor&rdquo;), formadora de opini&atilde;o, bem como de f&oacute;rum de debate para a elite. Um bom cientista, m&eacute;dico ou nutricionista n&atilde;o escreve para a Boa Forma. &ldquo;Pega mal&rdquo;.<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">N&atilde;o por acaso, a revista Boa Forma tornou-se paradigma da m&aacute; qualidade editorial, sendo objeto de teses e artigos acad&ecirc;micos. Num gradiente de varia&ccedil;&otilde;es, esta publica&ccedil;&atilde;o situa-se no extremo do discurso persuasivo travestido de entretenimento, de entretenimento alienante associado a conservadorismo de valores, ao apelo descarado ao conforto emocional que certos enunciados (falsos) provocam, beirando &agrave; chantagem. Todos os clich&eacute;s est&eacute;ticos, sociais e morais est&atilde;o l&aacute;, em todas as edi&ccedil;&otilde;es, caleidoscopicamente. <\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">O problema &eacute; que uma parte relevante dos projetos editoriais em sa&uacute;de, treinamento e alimenta&ccedil;&atilde;o, no Brasil, &ldquo;viram Boa Forma&rdquo;. A f&oacute;rmula &eacute; t&atilde;o bem sucedida que atraiu investimento internacional: este ano entrou no Brasil a gigante Shape (<\/span><span style=\"\"><a href=\"http:\/\/www.revistashape.com.br\/index.php\/master_page\"><span style=\"font-size: medium;\">http:\/\/www.revistashape.com.br\/index.php\/master_page<\/span><\/a><span style=\"font-size: medium;\"> ). A Abril implantou a Men&rsquo;s Health brasileira h&aacute; cerca de cinco anos e ela j&aacute; se distanciou bastante da matriz americana. Na Men`s Health, invariavelmente encontra-se uma &ldquo;dieta do abdome&rdquo; (<\/span><a href=\"http:\/\/menshealth.abril.com.br\/revista\/28.shtml\"><span style=\"font-size: medium;\">http:\/\/menshealth.abril.com.br\/revista\/28.shtml<\/span><\/a><span style=\"font-size: medium;\"> ) . A Shape descaradamente traz no t&iacute;tulo de uma mat&eacute;ria a proposta &ldquo;corpo tonificado sem muscula&ccedil;&atilde;o&rdquo; (pergunto-me se n&atilde;o caberia uma a&ccedil;&atilde;o por exerc&iacute;cio ilegal da profiss&atilde;o e charlatanismo atrav&eacute;s do CREF).<\/span><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">Uma estrat&eacute;gia para entender o problema &eacute; a perda de receita publicit&aacute;ria de revistas e jornais. Com a diversifica&ccedil;&atilde;o de midias e principalmente com os portais tem&aacute;ticos na internet, uma parte substancial da verba publicit&aacute;ria do com&eacute;rcio e ind&uacute;stria foi desviada para eles. Tal atrofia or&ccedil;ament&aacute;ria pode ter provocado um afunilamento de forma e conte&uacute;do. Parece intuitivo: quanto mais dinheiro dispon&iacute;vel, mais f&aacute;cil &eacute; experimentar com novos nichos e formatos. Quanto menos dinheiro, o investimento tende a se concentrar no retorno seguro. <\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">A sa&iacute;da das publica&ccedil;&otilde;es tradicionais norte-americanas foi combater esse vazamento de receita captando de volta o anunciante para seu &ldquo;bra&ccedil;o digital&rdquo;. Com os sites das publica&ccedil;&otilde;es, as revistas (impressas) voltam &agrave; vitalidade, recuperando a receita publicit&aacute;ria perdida para a vers&atilde;o impressa. <\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">Perversamente, isso n&atilde;o ocorreu no Brasil. O efeito foi submeter inteiramente o mercado editorial de revistas tem&aacute;ticas &agrave; ind&uacute;stria, tornando-o ref&eacute;m de seus interesses. Com isso, a dura batalha pela instaura&ccedil;&atilde;o dos principios da neutralidade, isen&ccedil;&atilde;o, profundidade e cr&iacute;tica foram ralo abaixo, junto com a verba publicit&aacute;ria.<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">O anunciante brasileiro, mal acostumado, n&atilde;o tem interesse em conte&uacute;do cr&iacute;tico na revista onde anuncia. Quanto mais &ldquo;leves&rdquo; (leia-se: superficiais e instantaneamente perec&iacute;veis) forem as mat&eacute;rias, melhor, pois a revista &eacute; transformada num cat&aacute;logo publicit&aacute;rio. Alguns cat&aacute;logos publicit&aacute;rios j&aacute; t&ecirc;m &ldquo;cara&rdquo; de revista em nossa &aacute;rea, sem que o leitor se d&ecirc; conta do travestimento. Revista ou newsletter propriet&aacute;rios n&atilde;o s&atilde;o em si algo ruim: a ind&uacute;stria americana de suplementos Vitamin Research Products possui uma newsletter de alt&iacute;ssima qualidade t&eacute;cnica, onde escrevem cientistas e m&eacute;dicos conceituados (<\/span><span style=\"\"><a href=\"http:\/\/www.vrp.com\/newsletter.aspx\"><span style=\"font-size: medium;\">http:\/\/www.vrp.com\/newsletter.aspx<\/span><\/a><span style=\"font-size: medium;\"> ). Isso &eacute; o efeito inverso ao que observamos no Brasil: um mercado consumidor exigente que for&ccedil;a a ind&uacute;stria a investir em informa&ccedil;&atilde;o e comunica&ccedil;&atilde;o de qualidade para ganhar a confian&ccedil;a do usu&aacute;rio.<\/span><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">Em vez do c&iacute;rculo virtuoso comentado no primeiro artigo desta s&eacute;rie, o que vemos &eacute; um c&iacute;rculo vicioso: o anunciante mal acostumado investe conservadoramente no ve&iacute;culo mais atraente e menos cr&iacute;tico que puder. O leitor, que jamais foi plenamente educado como consumidor cr&iacute;tico e exigente de informa&ccedil;&atilde;o para tomada de decis&otilde;es, compra a revista superficial e conservadora, estimulando a tirania do anunciante. <\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">Como combater esse c&iacute;rculo vicioso? Como garantir alternativas &agrave;s publica&ccedil;&otilde;es charlat&atilde;s na &aacute;rea da sa&uacute;de? Como evitar que bons projetos editoriais descambem para a &ldquo;boaformiza&ccedil;&atilde;o&rdquo;? Como fazer destas alternativas editoriais saud&aacute;veis projetos economicamente vi&aacute;veis?<\/span><span style=\"\"><o_p><\/o_p><\/span><\/p>\n<p style=\"text-align: justify;\" class=\"MsoNormal\"><span style=\"font-size: medium;\">Perguntas que ficam para os pr&oacute;ximos artigos.<\/p>\n<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 \/><\/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>J&aacute; temos na mesa nosso usu&aacute;rio final, nosso escritor t&eacute;cnico e nosso editor. Nesse ponto, a situa&ccedil;&atilde;o se complica e os fios da meada se enovelam. A qualidade da revista do ponto de vista dos interesses do usu&aacute;rio final est&aacute; diretamente relacionada &agrave; identidade dos escritores t&eacute;cnicos e editores, que por sua vez s&atilde;o ou [&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":[1815,2436,2437,15,2206,2433,1457,2438],"_links":{"self":[{"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/posts\/5468"}],"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=5468"}],"version-history":[{"count":0,"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/posts\/5468\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/media?parent=5468"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/categories?post=5468"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mariliacoutinho.com\/pt-br\/wp-json\/wp\/v2\/tags?post=5468"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}