The cover of this issue enunciates an article "After confrontation, heliopolis calls for better treatment", whose title highlights a desire for social condition and an Advertising piece that clearly exposes this desire in a housing project.
Inge Baxmann, Timon Beyes, ...
We have the spatiality and its visuality marked by the preponderance of an Advertising piece and the articulation between the title of the article and the Advertising image ensuring the visuality of social projects. In this case, the 'better treatment' presented in the headline is associated with two images that refer to what is meant by quality of life; they are two images of living, opposing and somehow they are two distinct products within the cover layout, but dialogue articulated demonstrates, firstly, market strategy conducting the social perspectives, indicating that within the capitalist logic, an enclosed place, happiness is done with money and with the ability to consume these material and symbolic products, including the vision of social subjects the objects of desire and setting 'a domain of the places by sight'.
At the same time, as indicated, the news has a relevant theme to the contemporary, the well-being idea. Therefore, the community asks for better treatment and the market offers the intimacy of the home in relation to nature. At this point we ask ourselves, once again, then, about the meaning of journalistic information.
We have seen so far, the approach of the Advertising and the article to the news, structuring the concern about the impact and the movement. In this process, they become cultural and consumption products. And with it, we return to the question about the prospect of knowledge placed from the reflection on the reading procedures.
Thus, we begin to discuss the communicative dimension of these spatialities. We propose now to reflect on the conditions of communicability, understanding that we must articulate the characteristics of what is reported in dialogue with the communication process. We have seen so far a new structuring of journalistic content, re-dimensioning what is news, incorporating Advertising in its scope and proposing a reading process in mosaic. The condition of the support has changed its mediating function as well.
Let's think about the mediatization by parts. As discussed by the author, the mediatization presupposes in its visible structure, the techno-interaction, which holds the incorporation of technologies in the access to information, enabling what Fausto Neto calls the circulation," This is visible in the proliferation of post-mass media, as well as in the changes processed in the print media itself, which started, at the same time, to provide its contents in digital format.
This logic, however, also carries a mode of perception, characterizing what the author called the 'objectivist discourse, argumentative and rationalist[ This passage indicates changes in the discursive strategies used in the production of the edition, as well as in the reading procedure.
We must remember that the mosaic structure, which highlights the news notion and incorporates Advertising, responds clearly to the market logic. Here begins, according to the author, what mediatization does not show. This is based on the perception in opposition to the traditional logic of mediation, grounded on the argumentative rationality.
The latter privileges the social values and, in the index, it is ensured the possibility of relation to reality, constituted in a fragmented and scattered way, hence the idea of 'index and chaos'. By passing from symbolic logic to evidential logic there is the realization that society has lost its symbolic values and consequently the mediating institutions of this process.
This brings embedded the fact that these institutions family, school, church, political institutions etc.
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We will return to this aspect when deepen the discussion on the sensitive condition. Thus, the senses must be continuously mobilized to create sensations, and the mobilization is done by the continuous sharpening of these same senses, exploiting colors, proportions, unusual layout and excesses. Considering specifically the verbal text, it is possible to note the strategies built both in the correlation of the headlines with images and texts, as in exploring the emotional narrative.
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If the sensory needs continuous mobilization, visual sense in this mobilization process proceeds decoding the information, seeking initially recognizable aspects. This is interesting because we identified in the newspaper a type of Advertising strategy that explores not the strangeness, but precisely the accommodation. It features three covers of Cotidiano section, virtually consecutive editions. And, in our view, they constitute, along with the layout of newspaper space, part of its strategies.
We understand here, as strategies, not only the relationship with market interests, this aspect is obvious, but also the technical instrumentalization of spaces that would originally be of rational construction of knowledge. As indicated by Miranda "This is mainly due to the inability to realize the new role of technique that is no longer a simple rational instrument, a means, to increasingly affect the constitution of contemporary experience" MIRANDA, , p.
For the definition of condition, resumes Haroche:. It means a way of being, a situation of something, and also a way of life and, by extension, distinction, ideal and obligation that is required and that it is whether accepted or not. From a more structural and abstract point of view, it is what is expressed by the ways in which processes may last and change over time, they are updated not only internally, that is they internalize on people, but also externally, i.
In the context of audiovisual media this process is readily apparent as it explores the different senses, and, in the prevalence of non-verbal texts, the predominance of the image. We propose, however, to ponder on this process in print media, primarily composed of verbal text. We understand that the print media also proceeds in the same way, through its own support, because in the end what we find is that the sensory is also exercised for one type of procedure and this because, as Miranda shows, the word is also dominated by the technique:. It passes through the hiding and immateriality of technique, but also for its complete immersion in history and bodies, as shown by biotechnology, implantation, prosthetics, genetic engineering.
The word that used to characterize the human as a rational animal Aristotle cannot avoid of being injured from this merger of biological and technological MIRANDA, , p. We aim to identify in this article some logic that explains the predominance of technique, with the clear idea we have not addressed all aspects, which would lead us to the varied textual and thematic articulations.
In the case of Figure 5, we saw the procedure of accommodation of the eye, because we immediately recognize the image and its signification. This, on the one hand, reinforces the message, highlighting the economic function of Advertising and, on the other hand, it exercises the distraction as sensory procedure, because it is known and repeated.
Benjamin had already proposed this discussion when elaborated the concept of 'tactile reception', showing how the new arts, cinema and photography exerted perceptual distraction, conducted by the media. We see below, this reinforced logic, exploring now the stimulus of the verbal text:. In the latter case, not only the product of Advertising piece is the same, as well as the text itself is repeated as it is started the same way:'residents burn What does this instrumental cause in everyday reading of the newspaper?
Based on Baitello , we can identify a continuous process of lack of communication generated by the excess of signs, by the dispersion of the composition, by the repetition of the verbal, confusing or dispersing the reader, the central aspect of the lack of communication. At the same time, the images in the page layout are empty images, as well as the images created by the newspaper reading, both are limited and, therefore, are unable to feed the imaginary and consequently provoke the imagination.
To Baitello, if the information does not generate communication, it is not able to bind and if it does not bind, it just connects, it does not actualize the communication itself. Arendt would say that this is the clear process of emptying the human condition, because to the philosopher this condition is effective on the preponderance of the ACTIoN, a concept linked to the practice of the word in its argumentative rationality. Miranda , approaching Arendt, despite following different paths, says "If so, this maze is the labyrinth of the word, there is no other.
But if the word fades, the problem is complicated. And how does it relate unethical or politics to the failure of the word? It is interesting to notice the relationship that the author creates between word and ethics. The word ethos, and the different ways as it was written in Greek, echoes the sense of living, with all the extensions and connections of that idea. It designates both the dwelling and its conditions; the standards and practical acts that man kind repeatedly performs and due to that they get used to it, taking shelter in a specific space.
The ethos expresses a way of being, indicating forms of sociability. These, in our point of view, relate to the sensitive condition and consequently to the memory this is a central theme, but not detailed in this article , both fundamental for the constitution of social practices.
The crisis of the word is the crisis of the 'action', that is, of the human condition, to Arendt, as already indicated because it is the crisis of the logos, of the capacity for reflection and knowledge construction. This ethos, guided by the 'media aesthesia' follows the same logic of consumption, emptying an ethical character, now centered on hedonism, which is individual. We have seen that the newspaper then provides information as news, incorporating article and Advertising, where in the latter continuously reinforces the hedonism.
We have also seen that the senses are sharpened, in an exercise of a reading that is fragmented, scattered, and chaotic. The reflection proposed in this paper does not end the theoretical and conceptual debate evoked in the beginning, due to the complexity of the topic and to the possibilities of approaches. Thus we understand that we live in a new cultural logic, considering that the characteristics of contemporary culture underwent profound changes in their paradigms. The printed newspaper is a product of the 16 th century and played an important role in the settling of bourgeois sociability, in the 18 th century, so well analyzed by habermas.
In this context the newspaper was the media by the word, the construction of cultural references material and symbolic of the bourgeoisie , ensuring a rich binding process through communication. In that context the printed newspaper was mediator and was guided by values. We aimed to observe the role of the newspaper today, in this new cultural context, pondering over its ability of communication, of binding and of building knowledge.
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We also conclude that the social classification, expressed in the forms of representation of different social strata responds to the same logic. In the scope of this article, we realized that the configuration of journalistic information goes to the same results. In this sense, presenting the general understanding of what the information is and its relationship with the market, we realized the process of building the lack of communication by confusing, exceeding, fragmenting, repeating; after or at the same time, the aestheticization of experience, affecting likewise the sense of knowledge and the sensitive condition.
According to Haroche:. The conditions of appropriation and transmission of knowledge in contemporary societies are deeply disturbed: the growing mass of continuous information in contemporary societies, concomitantly with a reflectivity and a permanent fluidity, contributes to unseen forms of individualism; leads to a fragmentation, to a dispersion, to a disengagement that block, in a certain way, the continuity, the sense of self Bauman, ; Sennett, ; Kauffmann, HAROCHE, , p. On reflection throughout his text, Haroche deepens the idea itself of what it would be knowledge and based on Gauchet proposes: "it induces a non-cumulative knowledge, narrowly specialized, quickly surpassed and exceeded.
It produces a thought loss of intelligibility, a loss of meaning, a specialization without function or reason, an ineligibility" HAROCHE, , p. In this sense, returning to the beginning of our text, we can still agree with Meditisch, to understand that journalistic information produces knowledge but, based on Muniz and Haroche, we need to ask ourselves about the characteristics of this knowledge. WIPO Mediation and Expedited Arbitration for Film and Media are particularly time and cost-efficient procedures tailored to the needs of parties in most film and media disputes.
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