Modern media between relevant information and the dependence of advertisers (the journalism-marketing logic in Folha de S. Paulo)

Abstract

Since the XIXth century mass media (namely newspapers) were forced to review its information practices when facing new political and economic configurations resultant from the industrial revolution. In that sense, one of the most outstanding changes in the press work was the transition from a handcrafted production model to an enterprise managing one. This market pespective over the journalistic activity came along with intensive presence of publicity in the pages of the periodicals. Such presence influences the selection of subjects as well as the graphic and linguistic way of presenting contents. This paper intends to analyze how the phenomenon we described can be identified today in São Paulo’s newspaper Folha de São Paulo. We observe the relationship between space for information and space for publicity.