As diferentes perspectivas de três áreas de contato de O Globo com seus leitores / The different perspectives of three O Globo´s contact areas with their readers

Abstract

This essay is part of an effort to rescue the history of the relationship between O Globo newspaper and its readers. This will serve as part of a doctorate research which investigated the influence of the reader in contemporary journalism. To achieve that, three different channels of communication – based on a pre- internet period but that remain current – were approached: 1) The section on letters from readers; 2) The page dedicated to consumer rights, published on Wednesdays and Sundays ; 3) Readers Customer Service (SAL – Serviço de Atendimento ao Leitor), via telephone and Internet. All three created in the 1970’s, 1980’s and 1990’s, respectively. The essay aims at depicting the successful aspects as well as limitations of these manners of reader participation, in an attempt to deconstruct the idea that before the Internet journalism had no participation from the reader, or even that after the Internet the reader became totally inserted in the process of generating news. It has been observed that the conception of a more fulfilling interaction environment still depends upon factors such as the creation of a culture of exchange between journalists and from the media.