Revista da ESPM - SETEMBRO_OUTUBRO-2010

ABSTRACTS english R E V I S T A D A E S P M – setembro / outubro de 2010 108 Letter to a young journalist ALBERTO DINES PAGE 22 The author explains the meaning of the title, addressing especially to the youngster already in the journalism or dreaming of getting in. At the start, he makes it clear that journalism is not a profession but a profession allied to a state of mind. Following up, he tells the remote origins of the press from the bulletins ( called “gazzetas”) of the Venetian merchants. Thereafter, the press has been a faithful registry of all that happened in the world. In Brazil it was not different. Consulting the newspapers of the period, we shall know that the “7th September ” was a factoid created three years after the fact. But there were several gaps, always caused by the official censorship. Therefore, as the author concludes, the young journalist must research and understand the circumstances and techniques that built the journalism of the past, before he concentrates in the digital wonders of the future. “Church”, “State” and certain circumstances EUGÊNIO BUCCI PAGE 26 Since a long time, the words Church and State are used, in the best journalistic organizations to denominate the editorial area and the commercial area. At the side of the “Church” (the editorial side) are the journalists who think solely of the interest of the readers. At the commercial side (the “State”) work those who sell advertisements, do the marketing, take care of the circulation and manage the financial life of the company. They identify and support the ethical values of the organization, it is obvious, but their routine is to think about money. Based on this division, the companies have developed an administration method that avoids the contamination of the life in the “Church” by the interests of the “State”, with the objective of preservation of the credibility. Credibility, of course, is the nucleus of the value they produce. However, in the last few decades, this method has frequently been questioned and altered. In certain publications, the joint actions by the advertising department and the editorial room have become quite intense. It is the case, as the article show, of the celebrity magazines. Is this proximity legitimate? Does it hurt the journalism public interest? Does it hurt the profitability of the companies? In extremis, it is valid to ask: Do these magazines do journalism or entertainment? If they do entertainment, must they follow the method “Church/ State”, or are they dispensed? In these cases, the separation between the “Church” and the “State” helps or disturbs the health of the business? These and other questions are answered in this article, somewhat longer than usual. Journalism: free profession or under regulation? TAÍS GASPARIAN PAGE 46 Does the profession of journalist need technical qualification or peer acceptance in view of the protection of the community? Is the requirement of a diploma compatible with the Federal Constitution? The article comments about the requirement of university-level studies of journalism for exercise of the profession, because of a decision of the Brazilian Supreme Court that extinguished the obligation set in a Law Decree of 1969, and then analyses the legislation in other Countries on this matter. Reporters and press agents LEONARDO MANCINI AND OCTACILIO FREIRE PAGE 52 Since the first journalists left the editorial room to work in companies and other organizations, the question of the professional status of the press agent or advisor became a matter of discussion. According to some authors the advisors could not be considered journalists, because they do not fit the basic principle of the ethics of the profession: the defense of the public interest. However, journalism, before being a profession, is a diffused ideology. It carries inconsistencies and contradictions, fruits of the evolution of professional practices, of the society and of the commercial expectations of the journalistic industry. In this context, the article shows that reporters and press advisors are professional brothers. Both are guided by the same ideological matrix – journalism –, but are different, more than anything, by their daily practice. An X-ray photograph of the American journalism WAGNER GUTIERREZ BARREIRA PAGE 58 The monumental annual report The State of the News Media, organized by the Pew Center, shows the challenges faced by the communication media in the United States. Traditional journalism is in danger, says the document, especially by the cultural change of the act of oneself becoming informed. To make the situation worse, the traditional media suffered the hard strike of the economic recession. The sequence of events, say the analysts, influenced the