O Monopólio da Mídia na

Construção de
Consensos Sociais

Dênis de Moraes
Doutor em Comunicação e Cultura pela Universidade
Federal do Rio de Janeiro, pós-doutor pelo Consejo
>ĂƟŶŽĂŵĞƌŝĐĂŶŽĚĞŝĞŶĐŝĂƐ^ŽĐŝĂůĞƐ;>^K͕ƌŐĞŶ-
ƟŶĂͿ͕ƉĞƐƋƵŝƐĂĚŽƌƐġŶŝŽƌĚŽEWƋĞĚĂ&WZ:ĞƉƌŽ-
fessor associado da Universidade Federal Fluminense.

INTRODUÇÃO

DĞƵƉƌŽƉſƐŝƚŽĠĂŶĂůŝƐĂƌĞƉƌŽďůĞŵĂƟnjĂƌŽƉĂƉĞůƉƌŽƚĂŐƀŶŝĐŽƋƵĞ
ĂŵşĚŝĂĞdžĞƌĐĞŶĂĐŽŶƐƚƌƵĕĆŽĚŽƐĐŽŶƐĞŶƐŽƐƐŽĐŝĂŝƐ͘WĂƌƚŽĚĂƉƌĞŵŝƐƐĂĚĞ
que os discursos por ela veiculados interferem preponderantemente na
ĐĂƌƚŽŐƌĂĮĂĚŽŝŵĂŐŝŶĄƌŝŽĐŽůĞƟǀŽ͕ƉƌŽƉŽŶĚŽůĞŝƚƵƌĂƐĞŝŶƚĞƌƉƌĞƚĂĕƁĞƐĚĂ
realidade aceitas ou consideradas por amplos setores da sociedade. O po-
ĚĞƌĚĞƉĞŶĞƚƌĂĕĆŽĚĂŵşĚŝĂĂĐĞŶƚƵĂͲƐĞĐŽŵĂƉŽƚġŶĐŝĂƉůĂŶĞƚĂƌŝnjĂĚĂĚĞ
ĐĂŶĂŝƐ͕ƉůĂƚĂĨŽƌŵĂƐĞƐƵƉŽƌƚĞƐĚĞĐŽŵƵŶŝĐĂĕĆŽĚŝŐŝƚĂŝƐ͕ƋƵĞŝŶƚĞƌůŝŐĂŵ͕
em tempo real e com velocidade inaudita, povos, sociedades, economias
ĞĐƵůƚƵƌĂƐ͕ƐĞŵƉƌĞĞŵďƵƐĐĂĚĞĂƵĚŝġŶĐŝĂ͕ůƵĐƌĂƟǀŝĚĂĚĞĞŝŶŇƵġŶĐŝĂŶŽƐ
contextos histórico-sociais.
ŝŶĚĂ ƋƵĞ ƉŽƐƐĂŵ ĞdžŝƐƟƌ ƌĞƐƉŽƐƚĂƐ ĚŝĨĞƌĞŶĐŝĂĚĂƐ ĚĞ ŝŶĚŝǀşĚƵŽƐ Ğ
ŐƌƵƉŽƐăƐŝƌƌĂĚŝĂĕƁĞƐŵŝĚŝĄƟĐĂƐ͕ƉĞŶƐŽƋƵĞŽƋƵĂĚƌŽŐĞƌĂůĞŵƋƵĞǀŝǀĞ-
ŵŽƐĨŽŝŵƵŝƚŽďĞŵƐŝŶƚĞƟnjĂĚŽƉŽƌĚǁĂƌĚ^ĂŝĚ͗͞^ŽŵŽƐďŽŵďĂƌĚĞĂĚŽƐ
ƉŽƌƌĞƉƌĞƐĞŶƚĂĕƁĞƐƉƌĠͲĨĂďƌŝĐĂĚĂƐĞƌĞŝĮĐĂĚĂƐĚŽŵƵŶĚŽ͕ƋƵĞƵƐƵƌƉĂŵĂ
ĐŽŶƐĐŝġŶĐŝĂĞƉƌĞǀŝŶĞŵĂĐƌşƟĐĂĚĞŵŽĐƌĄƟĐĂ͕ĞĠăĚĞƌƌƵďĂĚĂĞĂŽĚĞƐ-
ŵĂŶƚĞůĂŵĞŶƚŽĚĞƐƐĞƐŽďũĞƚŽƐĂůŝĞŶĂŶƚĞƐƋƵĞ͕ĐŽŵŽĚŝƐƐĞĐŽƌƌĞƚĂŵĞŶƚĞ
͘tƌŝŐŚƚDŝůůƐ͕ŽƚƌĂďĂůŚŽĚŽŚƵŵĂŶŝƐƚĂŝŶƚĞůĞĐƚƵĂůĚĞǀĞƐĞƌĚĞĚŝĐĂĚŽ͘͟1
ϭĚǁĂƌĚ^ĂŝĚ͕,ƵŵĂŶŝƐŵŽĞĐƌşƟĐĂĚĞŵŽĐƌĄƟĐĂ, São Paulo, Companhia das Letras, 2007, p. 95.

516 \R. EMERJ, Rio de Janeiro, v. 18, n. 67, p. 516 - 3525, jan - fev. 2015 \
 ĚĞƐŵĞĚŝĚĂŝŶŇƵġŶĐŝĂĚĂŵşĚŝĂƐŽďƌĞƉƁĞͲƐĞ͕ŶĆŽƌĂƌŽ͕ĂƉŽĚĞƌĞƐ
ĐŽŶƐƟƚƵşĚŽƐ;ĂşŝŶĐůƵşĚŽŽ:ƵĚŝĐŝĄƌŝŽͿĞĂĞƐĨĞƌĂƐƚƌĂĚŝĐŝŽŶĂŝƐĚĞĨŽƌŵĂĕĆŽ
ĚĞǀĂůŽƌĞƐ;ĨĂŵşůŝĂ͕ĞƐĐŽůĂ͕ƵŶŝǀĞƌƐŝĚĂĚĞ͕ŝŐƌĞũĂ͕ĞƚĐ͘Ϳ͘dƌĂƚĂͲƐĞĚĞŝŵƉŽƌ͕
ƉĞůŽĐŽŶƐĞŶƟŵĞŶƚŽƐŽĐŝĂů͕ĐƌŝƚĠƌŝŽƐĞdžĐůƵƐŝǀŽƐƉĂƌĂĂĞƐĐŽůŚĂĞĂĂďŽƌĚĂ-
ŐĞŵĚĞƚĞŵĂƐ͕ŽƋƵĞĞƋƵŝǀĂůĞĂĚĞƚĞƌŵŝŶĂƌŽƋƵĞĚĞǀĞƐĞƌŝŶĐŽƌƉŽƌĂĚŽ͕
ĚĞƐƚĂĐĂĚŽ͕ƐƵďĞƐƟŵĂĚŽŽƵŽĐƵůƚĂĚŽŶĂƐĂŐĞŶĚĂƐŝŶĨŽƌŵĂƟǀĂƐĞŶŽƐŶŽ-
ƟĐŝĄƌŝŽƐ͘ Ž ŵĞƐŵŽ ŵŽĚŽ͕ Ă ŵşĚŝĂ ĚŝĨƵŶĚĞ ũƵşnjŽƐ ĚĞ ǀĂůŽƌ Ğ ƐĞŶƚĞŶĕĂƐ
ƐŽďƌĞĨĂƚŽƐĞĂĐŽŶƚĞĐŝŵĞŶƚŽƐ͕ĐŽŵŽƐĞĞƐƟǀĞƐƐĞĂƵƚŽƌŝnjĂĚĂĂĨƵŶĐŝŽŶĂƌ
ĐŽŵŽƵŵĂĞƐƉĠĐŝĞĚĞƚƌŝďƵŶĂů͕ƐĞŵŶĞŶŚƵŵĂůĞŐŝƟŵŝĚĂĚĞƉĂƌĂŝƐƐŽ͘^ƵĂ
ŝŶƚĞŶĕĆŽ͕ĂƐƐƵŵŝĚĂ͕ŵĂƐŶĆŽĚĞĐůĂƌĂĚĂ͕ĠĚŝƐƐĞŵŝŶĂƌĐŽŶƚĞƷĚŽƐ͕ŝĚĞŝĂƐĞ
ƉƌŝŶĐşƉŝŽƐƋƵĞĂũƵĚĞŵĂŽƌŐĂŶŝnjĂƌĞĂƵŶŝĮĐĂƌĂŽƉŝŶŝĆŽƉƷďůŝĐĂĞŵƚŽƌŶŽ
ĚĞĚĞƚĞƌŵŝŶĂĚĂƐǀŝƐƁĞƐĚĞŵƵŶĚŽ;ǀŝĂĚĞƌĞŐƌĂ͕ǀŝƐƁĞƐĐŽŶƐĞƌǀĂĚŽƌĂƐĞ
sintonizadas com o status quo).
ƐƐĞƉƌŽĐĞƐƐŽ͕ŚŝƐƚŽƌŝĐĂŵĞŶƚĞůŽŶŐŽ͕ĚĞĐŽŶĨŽƌŵĂĕĆŽĚŽŝŵĂŐŝŶĄ-
ƌŝŽƐŽĐŝĂůƉĞůĂŵşĚŝĂƚĂŵďĠŵƐĞĂƉƌŽĨƵŶĚŽƵƉĞůĂĂƵƐġŶĐŝĂŽƵŝŶĠƌĐŝĂĚŽƐ
ƉŽĚĞƌĞƐ >ĞŐŝƐůĂƟǀŽ Ğ džĞĐƵƟǀŽ ŶĂƐ ƚĂƌĞĨĂƐ ĚĞ ƌĞŐƵůĂĕĆŽ͕ ŶŽƚĂĚĂŵĞŶƚĞ
ĚŽƐŵĞŝŽƐƐŽďĐŽŶĐĞƐƐĆŽƉƷďůŝĐĂ;ƌĄĚŝŽĞƚĞůĞǀŝƐĆŽͿƋƵĞůŚĞƐĐĂďĞŵŽƵ
ĚĞǀĞƌŝĂŵĐĂďĞƌ͘ZĞƐƵůƚĂĚĂşƋƵĞĂĐŽŶƐƚƌƵĕĆŽĚŽĐŽŶƐĞŶƐŽĞŵƚŽƌŶŽĚĞ
ĐŽŶĐĞƉĕƁĞƐƚĞŶĚĞĂƐĞĂƐƐŽĐŝĂƌĂŽƋƵĞĠŶŽƟĐŝĂĚŽ͕ĮdžĂĚŽĞĞdžŝďŝĚŽŶŽƐ
meios massivos, sem maioƌĞƐůŝŵŝƚĂĕƁĞƐŽƵĞŶƚƌĂǀĞƐ͘

COMO O SISTEMA MIDIÁTICO SE ESTRUTURA PARA DOMINAR

YƵĂŝƐƐĆŽĂƐĐĂƌĂĐƚĞƌşƐƟĐĂƐĚĞĮŶŝĚŽƌĂƐĚŽƐŝƐƚĞŵĂŵŝĚŝĄƟĐŽŚĞŐĞ-
ŵƀŶŝĐŽ͍ŵƉƌŝŵĞŝƌŽůƵŐĂƌ͕ĞǀŝĚĞŶĐŝĂĐĂƉĂĐŝĚĂĚĞĚĞĮdžĂƌƐĞŶƟĚŽƐĞŝĚĞŽ-
ůŽŐŝĂƐ͕ƐĞůĞĐŝŽŶĂŶĚŽŽƋƵĞƉŽĚĞĚĞǀĞƐĞƌǀŝƐƚŽ͕ůŝĚŽĞŽƵǀŝĚŽƉĞůŽĐŽŶũƵŶ-
ƚŽĚŽƐĐŝĚĂĚĆŽƐ͘ƐƚĂŵŽƐĚŝĂŶƚĞĚĞƵŵĂ͞ĞƐƚƌƵƚƵƌĂƉŝƌĂŵŝĚĂů͕͟ƐĞŐƵŶĚŽ
DŝůƚŽŶ ^ĂŶƚŽƐ͗ ͞EŽ ƚŽƉŽ͕ ĮĐĂŵ ŽƐ ƋƵĞ ƉŽĚĞŵ ĐĂƉƚĂƌ ĂƐ ŝŶĨŽƌŵĂĕƁĞƐ͕
ŽƌŝĞŶƚĄͲůĂƐ Ă Ƶŵ ĐĞŶƚƌŽ ĐŽůĞƚŽƌ͕ ƋƵĞ ĂƐ ƐĞůĞĐŝŽŶĂ͕ ŽƌŐĂŶŝnjĂ Ğ ƌĞĚŝƐƚƌŝďƵŝ
ĞŵĨƵŶĕĆŽĚŽŝŶƚĞƌĞƐƐĞƉƌſƉƌŝŽ͘WĂƌĂŽƐĚĞŵĂŝƐ͕ŶĆŽŚĄ͕ƉƌĂƟĐĂŵĞŶƚĞ͕ĐĂ-
minho de ida e volta. São apenas receptores, sobretudo os menos capazes
ĚĞĚĞĐŝĨƌĂƌŽƐƐŝŶĂŝƐĞŽƐĐſĚŝŐŽƐĐŽŵƋƵĞĂŵşĚŝĂƚƌĂďĂůŚĂ͘͟2
ŵşĚŝĂĞůĞŐĞŽƐĂƚŽƌĞƐƐŽĐŝĂŝƐ͕ĂŶĂůŝƐƚĂƐ͕ĐŽŵĞŶƚĂƌŝƐƚĂƐĞĞƐƉĞĐŝĂ-
ůŝƐƚĂƐƋƵĞƉŽĚĞŵŽƉŝŶĂƌĞŵƐĞƵƐĞƐƉĂĕŽƐĞƉƌŽŐƌĂŵĂĕƁĞƐ͘ Na maior parte

2 Milton Santos. O espaço do cidadão. São Paulo, Edusp, 2007, p. 155.

\R. EMERJ, Rio de Janeiro, v. 18, n. 67, p. 516 - 525, jan - fev. 2015 \ 517
dos casos, observa Pierre Bourdieu, esses porta-vozes nada mais fazem
ƐĞŶĆŽƌĞĨŽƌĕĂƌŽƚƌĂďĂůŚŽĚŽƐthink tanks neoliberais em favor da mercan-
ƟůŝnjĂĕĆŽŐĞƌĂůĚĂǀŝĚĂĞĚĂĚĞƐƌĞŐƵůĂŵĞŶƚĂĕĆŽĚĂƐĞĐŽŶŽŵŝĂƐĞĚŽƐŵĞƌ-
cados.3^ĆŽŽƐĐŚĂŵĂĚŽƐ͞ŝŶƚĞůĞĐƚƵĂŝƐŵŝĚŝĄƟĐŽƐ͕͟ĞƐĐĂůĂĚŽƐƉĂƌĂĚŝnjĞƌĞ
ƉƌĞƐĐƌĞǀĞƌŐĞƌĂůŵĞŶƚĞĂƋƵŝůŽƋƵĞƐĞƌǀĞĂŽƐŝŶƚĞƌĞƐƐĞƐĚŽŐƌĂŶĚĞĐĂƉŝƚĂů
ĞĚŽĐŽŶƐĞƌǀĂĚŽƌŝƐŵŽ͕ĞĂŽŵĞƐŵŽƚĞŵƉŽƉĂƌĂĐŽŵďĂƚĞƌĞĚĞƐƋƵĂůŝĮĐĂƌ
ŝĚĞŝĂƐƉƌŽŐƌĞƐƐŝƐƚĂƐĞƚƌĂŶƐĨŽƌŵĂĚŽƌĂƐĚĞƌĞĂůŝĚĂĚĞƐŝŶũƵƐƚĂƐ͘
KƐĐŽŶŐůŽŵĞƌĂĚŽƐŵŝĚŝĄƟĐŽƐŵĂŶƚġŵĂŝŶĚĂƌĞůĂĕƁĞƐĚĞŝŶƚĞƌĚĞ-
ƉĞŶĚġŶĐŝĂĐŽŵƉŽĚĞƌĞƐĞĐŽŶƀŵŝĐŽƐĞƉŽůşƟĐŽƐ͕ĐŽŶĨŽƌŵĞĐŽŶǀĞŶŝġŶĐŝĂƐ
ŵƷƚƵĂƐ;ǀŝƐŝďŝůŝĚĂĚĞƉƷďůŝĐĂ͕ǀĞƌďĂƐĚĞƉƵďůŝĐŝĚĂĚĞ͕ƉĂƚƌŽĐşŶŝŽƐ͕ĮŶĂŶĐŝĂ-
ŵĞŶƚŽƐ͕ŝƐĞŶĕƁĞƐĮƐĐĂŝƐ͕ƉĂƌƟĐŝƉĂĕƁĞƐĂĐŝŽŶĄƌŝĂƐ͕ĂƉŽŝŽƐĞŵĐĂŵƉĂŶŚĂƐ
eleitorais, lobbies, concessões de canais de radiodifusão, etc). Não são
ŶĞƵƚƌŽƐĞŝƐĞŶƚŽƐ͕ĐŽŵŽƋƵĞƌĞŵĨĂnjĞƌĐƌĞƌ͖ƐĆŽƉĂƌĐŝĂŝƐ͕ƚŽŵĂŵƉĂƌƟĚŽ͕
ƚġŵƵŵůĂĚŽ͘
ŵƐĞŐƵŶĚŽůƵŐĂƌ͕ŽƐŝƐƚĞŵĂŵŝĚŝĄƟĐŽĚĞŵŽŶƐƚƌĂĚĞƐĞŵďĂƌĂĕŽŶĂ
ĂƉƌŽƉƌŝĂĕĆŽĚĞĚŝĨĞƌĞŶƚĞƐůĠdžŝĐŽƐƉĂƌĂƚĞŶƚĂƌĐŽůŽĐĂƌĚĞŶƚƌŽĚĞƐŝƚŽĚŽƐŽƐ
ůĠdžŝĐŽƐ͕ĂƐĞƌǀŝĕŽĚĞƐĞƵƐŽďũĞƟǀŽƐƉĂƌƟĐƵůĂƌĞƐ͘WĂůĂǀƌĂƐƋƵĞƉĞƌƚĞŶĐŝĂŵ
ƚƌĂĚŝĐŝŽŶĂůŵĞŶƚĞĂŽůĠdžŝĐŽĚĂĞƐƋƵĞƌĚĂĨŽƌĂŵƌĞƐƐŝŐŶŝĮĐĂĚĂƐŶŽĂƵŐĞĚĂ
ŚĞŐĞŵŽŶŝĂĚŽŶĞŽůŝďĞƌĂůŝƐŵŽ͕ŶŽƐĂŶŽƐϭϵϴϬĞϭϵϵϬ͘ŝƚŽ͕ĚĞŝŵĞĚŝĂƚŽ͕
duas: reforma e inclusão. Da noite para o dia, passaram a ser incorporadas
ĂŽƐĚŝƐĐƵƌƐŽƐĚŽŵŝŶĂŶƚĞƐĞăƐĨĂůĂƐĂƵƚŽůĞŐŝƟŵĂĚĂƐĚĂŵşĚŝĂͶĨĂůĂƐƋƵĞ
ƐĞƉƌŽũĞƚĂǀĂŵ͕ĞĂŝŶĚĂƐĞƉƌŽũĞƚĂŵ͕ĐŽŵŽǀŝŐĂƐĚĞƐƵƐƚĞŶƚĂĕĆŽĚŽŝĚĞĄƌŝŽ
ƉƌŝǀĂƟƐƚĂ͘dƌĂƚĂͲƐĞĚĞŝŶĚŝƐĐƵơǀĞůĂƉƌŽƉƌŝĂĕĆŽĚŽƌĞƉĞƌƚſƌŝŽƉƌŽŐƌĞƐƐŝƐƚĂ͕
ƋƵĞƐĞŵƉƌĞĂƐƐŽĐŝŽƵƌĞĨŽƌŵĂƐĂŽŝŵĂŐŝŶĄƌŝŽĚĂĞŵĂŶĐŝƉĂĕĆŽƐŽĐŝĂů͘/ƐƐŽ
ƚĞŵĂǀĞƌĐŽŵŽĨĂƚŽĚĞƋƵĞŽĚŝƐĐƵƌƐŽŶĞŽůŝďĞƌĂůͶƋƵĞƐĞŐƵĞŝŶŇƵĞŶƚĞ
ŶŽƉůĂŶŽŝĚĞŽůſŐŝĐŽ͕ĂƉĞƐĂƌĚŽƐƌŽƚƵŶĚŽƐĨƌĂĐĂƐƐŽƐĞĐŽŶƀŵŝĐŽƐĚŽŶĞŽ-
ůŝďĞƌĂůŝƐŵŽͶƐĞǀĂůĞĚĂŵşĚŝĂƉĂƌĂƌĞĚĞĮŶŝƌĞĂƉŽƐƐĂƌͲƐĞĚĞƐĞŶƟĚŽƐĞ
ƐŝŐŶŝĮĐĂĚŽƐ͕ĂƉĂƌƟƌĚĞſƟĐĂƐŝŶƚĞƌƉƌĞƚĂƟǀĂƐƉƌſƉƌŝĂƐ͘
ŵƚĞƌĐĞŝƌŽůƵŐĂƌ͕ŽƐŝƐƚĞŵĂŵŝĚŝĄƟĐŽŝŶĐƵƚĞĞĐĞůĞďƌĂĂǀŝĚĂƉĂƌĂ
o mercado, a supremacia dos apelos consumistas, o individualismo e a
ĐŽŵƉĞƟĕĆŽ͘ĞdžŝƐƚġŶĐŝĂƐƵďŽƌĚŝŶĂĚĂĂŽŵĂŶƚƌĂĚĂƌĞŶƚĂďŝůŝĚĂĚĞ͘ŐůŽ-
ƌŝĮĐĂĕĆŽ ĚŽ ŵĞƌĐĂĚŽ ĐŽŶƐŝƐƚĞ Ğŵ ĂƉƌĞƐĞŶƚĄͲůŽ ĐŽŵŽ Ž ŵĂŝƐ ĂĚĞƋƵĂĚŽ
para traduzir anseios, como se só ele pudesse se converter em instância
ĚĞŽƌŐĂŶŝnjĂĕĆŽƐŽĐŝĞƚĄƌŝĂ͘hŵĚŝƐĐƵƌƐŽƋƵĞŶĂĚĂŵĂŝƐĨĂnjƐĞŶĆŽƌĞĂůĕĂƌĞ
ĂƉƌŽĨƵŶĚĂƌĂǀŝƐĆŽ͕ĐůĂƌĂŵĞŶƚĞĂƵƚŽƌŝƚĄƌŝĂ͕ĚĞƋƵĞŽŵĞƌĐĂĚŽĠĂƷŶŝĐĂ
ĞƐĨĞƌĂĐĂƉĂnjĚĞƌĞŐƵůĂƌ͕ƉŽƌƐŝŵĞƐŵĂ͕ĂǀŝĚĂĐŽŶƚĞŵƉŽƌąŶĞĂ͘KƐƉƌŽũĞƚŽƐ
3 Pierre Bourdieu, /ŶƚĞƌǀĞŶƟŽŶƐ͕ϭϵϲϭͲϮϬϬϭ͘^ĐŝĞŶĐĞƐŽĐŝĂůĞΘĂĐƟŽŶƉŽůŝƟƋƵĞ͕DĂƌƐĞŝůůĞ͕ŐŽŶĞ͕ϮϬϬϮ͕Ɖ͘ϰϰϳ͘

518 \R. EMERJ, Rio de Janeiro, v. 18, n. 67, p. 516 - 3525, jan - fev. 2015 \
ŵĞƌĐĂĚŽůſŐŝĐŽƐĞĂƐġŶĨĂƐĞƐĞĚŝƚŽƌŝĂŝƐƉŽĚĞŵǀĂƌŝĂƌ͕ŵĞŶŽƐŶƵŵƉŽŶƚŽ-
ͲĐŚĂǀĞ͗ĂƐĐŽƌƉŽƌĂĕƁĞƐŽƉĞƌĂŵ͕ĐŽŶƐĞŶƐƵĂůŵĞŶƚĞ͕ƉĂƌĂƌĞƉƌŽĚƵnjŝƌĂŽƌ-
ĚĞŵĚŽĐŽŶƐƵŵŽĞĐŽŶƐĞƌǀĂƌŚĞŐĞŵŽŶŝĂƐŝŶƐƟƚƵşĚĂƐ͘
ŵ ƋƵĂƌƚŽ ůƵŐĂƌ͕ Ž ĚŝƐĐƵƌƐŽ ŵŝĚŝĄƟĐŽ ĞƐƚĄ ĐŽŵƉƌŽŵĞƟĚŽ ĐŽŵ Ž
ĐŽŶƚƌŽůĞ ƐĞůĞƟǀŽ ĚĂƐ ŝŶĨŽƌŵĂĕƁĞƐ͕ĚĂ ŽƉŝŶŝĆŽ ĞĚŽƐ ũƵşnjŽƐ ĚĞǀĂůŽƌ ƋƵĞ
ĐŝƌĐƵůĂŵ ƐŽĐŝĂůŵĞŶƚĞ͘ /ƐƐŽ ƐĞ ŵĂŶŝĨĞƐƚĂ ŶĂƐ ĨŽƌŵĂƐ ĚĞ ŝŶƚĞƌĚŝĕĆŽ Ğ ĞƐ-
ƟŐŵĂƟnjĂĕĆŽ ĚĞ ŝĚĞŝĂƐ ĂŶƚĂŐƀŶŝĐĂƐ͕ ďĞŵ ĐŽŵŽ ŶĂ ĚĞƐĐŽŶƚĞdžƚƵĂůŝnjĂĕĆŽ
ŝŶƚĞŶĐŝŽŶĂůĚĞŶŽơĐŝĂƐ͕ĐŽŵŽŽďũĞƟǀŽĚĞĚĞƐǀŝĂƌůĞŝƚŽƌĞƐ͕ƚĞůĞƐƉĞĐƚĂĚŽ-
res e ouvintes da compreensão das circunstâncias em que certos fatos
ĂĐŽŶƚĞĐĞŵ;ŐĞƌĂůŵĞŶƚĞŽƐƋƵĞƐĆŽĐŽŶƚƌĄƌŝŽƐăůſŐŝĐĂĞĐŽŶƀŵŝĐĂŽƵăƐ
ĐŽŶĐĞƉĕƁĞƐƉŽůşƟĐĂƐĚŽŵŝŶĂŶƚĞƐͿ͘
ŵşĚŝĂŚĞŐĞŵƀŶŝĐĂƉƌŽĐƵƌĂƌĞĚƵnjŝƌĂŽŵşŶŝŵŽŽĞƐƉĂĕŽĚĞĐŝƌĐƵůĂ-
ĕĆŽĚĞŝĚĞŝĂƐĂůƚĞƌŶĂƟǀĂƐĞĐŽŶƚĞƐƚĂĚŽƌĂƐʹƉŽƌŵĂŝƐƋƵĞĞƐƚĂƐĐŽŶƟŶƵĞŵ
ƐĞŵĂŶŝĨĞƐƚĂŶĚŽĞƌĞƐŝƐƟŶĚŽ͘ŵĞƚĂĠĞƐǀĂnjŝĂƌĂŶĄůŝƐĞƐĐƌşƟĐĂƐĞĞdžƉƌĞƐ-
ƐƁĞƐĚĞĚŝƐƐĞŶƐŽ͕ĞǀŝƚĂŶĚŽĂƚƌŝƚŽƐĞŶƚƌĞĂƐŝŶƚĞƌƉƌĞƚĂĕƁĞƐĚŽƐĨĂƚŽƐĞƐĞƵ
ĞŶƚĞŶĚŝŵĞŶƚŽƉŽƌƉĂƌƚĞĚĞŝŶĚŝǀşĚƵŽƐ͕ŐƌƵƉŽƐĞĐůĂƐƐĞƐ͘hŵĞdžĞŵƉůŽĚŽ
ƋƵĞĂĐĂďŽĚĞĚŝnjĞƌĠĂĨŽƌŵĂĐŽŵŽƌĞŝǀŝŶĚŝĐĂĕƁĞƐĚĞŵŽǀŝŵĞŶƚŽƐƐŽĐŝĂŝƐ
e comunitários costumam ser tratadas nas pautas e coberturas Ou são
ĨƌĞƋƵĞŶƚĞŵĞŶƚĞ ƐƵďĞƐƟŵĂĚĂƐ͕ ƋƵĂŶĚŽ ŶĆŽ ŝŐŶŽƌĂĚĂƐ͕ ŽƵ ŝŵƉƵŐŶĂĚĂƐ
ƐŽďŽĂƌŐƵŵĞŶƚŽĨĂůĂĐŝŽƐŽĚĞƋƵĞƐĆŽ͞ƌĂĚŝĐĂŝƐ͕͟͞ĞdžƚƌĞŵŝƐƚĂƐ͕͟͞ƉŽƉƵůŝƐ-
ƚĂƐ͘͟ǀŝĚĂĚĂƐĐŽŵƵŶŝĚĂĚĞƐƐƵďĂůƚĞƌŶŝnjĂĚĂƐĞƉŽďƌĞƐĞƐƚĄĚŝŵŝŶƵşĚĂŽƵ
ĂƵƐĞŶƚĞŶŽƐƉƌŝŶĐŝƉĂŝƐũŽƌŶĂŝƐĞƚĞůĞũŽƌŶĂŝƐ͘
KƐŝƐƚĞŵĂŵŝĚŝĄƟĐŽƌĞũĞŝƚĂƋƵĂůƋƵĞƌŵŽĚŝĮĐĂĕĆŽůĞŐĂůƋƵĞƉŽŶŚĂ
em risco sua autonomia e seus lucros. A qualquer movimento para a re-
ŐƵůĂĕĆŽĚĂŵşĚŝĂƐŽďĐŽŶĐĞƐƐĆŽƉƷďůŝĐĂƌĞĂŐĞĐŽŵĞĚŝƚŽƌŝĂŝƐĞŵĂƚĠƌŝĂƐ
ŵĞŶƟƌŽƐĂƐĞĚĞƚƵƌƉĂĕƁĞƐ͕ĂƉƌĞƐĞŶƚĂŶĚŽŐŽǀĞƌŶĂŶƚĞƐƋƵĞƐĞƐŽůŝĚĂƌŝnjĂŵ
ĐŽŵ Ă ĐĂƵƐĂ ĚĂ ĚĞŵŽĐƌĂƟnjĂĕĆŽ ĚĂ ĐŽŵƵŶŝĐĂĕĆŽ ĐŽŵŽ ͞ĚŝƚĂĚŽƌĞƐ͟ ƋƵĞ
ĐĞƌĐĞŝĂŵĂ͞ůŝďĞƌĚĂĚĞĚĞĞdžƉƌĞƐƐĆŽ͘͟ƵŵĂŐƌŽƐƐĞŝƌĂŵŝƐƟĮĐĂĕĆŽ͘KƋƵĞ
ŚĄ͕ĞŵǀĞƌĚĂĚĞ͕ĠŽďůŽƋƵĞŝŽƉŽƌƉĂƌƚĞĚĂĐŚĂŵĂĚĂŐƌĂŶĚĞŵşĚŝĂĚŽĚĞ-
ďĂƚĞƐŽďƌĞĂĨƵŶĕĆŽƐŽĐŝĂů ĞŽƐůŝŵŝƚĞƐĚĞŵŽĐƌĄƟĐŽƐƉĂƌĂĂĂƚƵĂĕĆŽĚĂ
ŵşĚŝĂ͘ƐĞŵƉƌĞƐĂƐŶĆŽƚġŵŶĞŶŚƵŵĂĂƵƚŽƌŝĚĂĚĞŵŽƌĂůĞĠƟĐĂƉĂƌĂĨĂůĂƌ
Ğŵ͞ůŝďĞƌĚĂĚĞĚĞĞdžƉƌĞƐƐĆŽ͕͟ƉŽŝƐĂŶĞŐĂŵĚŝĂƌŝĂŵĞŶƚĞĐŽŵŽĐŽŶƚƌŽůĞ
ƐĞůĞƟǀŽ ĚĂ ŝŶĨŽƌŵĂĕĆŽ Ğ ĚĂ ŽƉŝŶŝĆŽ͘ WĂƌƚĞ ĐŽŶƐŝĚĞƌĄǀĞů ĚŽƐ ĐŽŶƚĞƷĚŽƐ
ƉƌŽĚƵnjŝĚŽƐ ŶŽƐ ĐŚĞŐĂ ƐƵďŵĞƟĚĂ Ă ŵĞĐĂŶŝƐŵŽƐ ĚĞ ĮůƚƌĂŐĞŵ ŝĚĞŽůſŐŝĐĂ
ƋƵĞŽƐĚŝƐƚĂŶĐŝĂŵĚŽĐŽŵƉƌŽŵŝƐƐŽĠƟĐŽĐŽŵĂŝŶĨŽƌŵĂĕĆŽǀĞƌĂnjĞŽƌĞƐ-
ƉĞŝƚŽ ă ĚŝǀĞƌƐŝĚĂĚĞ͘ ŽŶĨƵŶĚĞŵͲƐĞ ŝŶƚĞƌĞƐƐĞƐ ĞŵƉƌĞƐĂƌŝĂŝƐ Ğ ƉŽůşƟĐŽƐ
ĐŽŵŽƋƵĞƐĞƌŝĂ͕ƐƵƉŽƐƚĂŵĞŶƚĞ͕ĂĨƵŶĕĆŽĚĞŝŶĨŽƌŵĂƌĞĞŶƚƌĞƚĞƌ͘dƵĚŽŝƐƐŽ

\R. EMERJ, Rio de Janeiro, v. 18, n. 67, p. 516 - 525, jan - fev. 2015 \ 519
ĂĐĞŶƚƵĂĂƐƵĂŝůĞŐşƟŵĂƉƌĞƚĞŶƐĆŽĚĞĚĞĮŶŝƌƌĞŐƌĂƐƵŶŝůĂƚĞƌĂůŵĞŶƚĞ͕ŝŶĐůƵ-
ƐŝǀĞĂƐĚĞŶĂƚƵƌĞnjĂĚĞŽŶƚŽůſŐŝĐĂ͕ƉĂƌĂĐŽůŽĐĂƌͲƐĞĂĐŝŵĂĚĂƐŝŶƐƟƚƵŝĕƁĞƐĞ
ĂƚĠĚŽƐƉŽĚĞƌĞƐƌĞƉƌĞƐĞŶƚĂƟǀŽƐĞůĞŝƚŽƐƉĞůŽǀŽƚŽƉŽƉƵůĂƌ͕ĞdžĞƌĐĞŶĚŽŶĆŽ
a liberdade de expressão, e sim a liberdade de empresa.
WŽƌĮŵ͕ŽƐŐƌƵƉŽƐŵŝĚŝĄƟĐŽƐĚĞƚġŵĂƉƌŽƉƌŝĞĚĂĚĞĚŽƐŵĞŝŽƐĚĞ
ƉƌŽĚƵĕĆŽ͕ĂŝŶĨƌĂĞƐƚƌƵƚƵƌĂƚĞĐŶŽůſŐŝĐĂĞĂƐďĂƐĞƐůŽŐşƐƟĐĂƐ͕ĐŽŵŽƉĂƌƚĞ
ĚĞƵŵƐŝƐƚĞŵĂĐŽƌƉŽƌĂƟǀŽƋƵĞƌĞŐĞŚĂďŝůŵĞŶƚĞŽƐƉƌŽĐĞƐƐŽƐĚĞƉƌŽĚƵ-
ĕĆŽŵĂƚĞƌŝĂůĞŝŵĂƚĞƌŝĂů͘^ĞŐƵŶĚŽZĂLJŵŽŶĚtŝůůŝĂŵƐ͕ƚƌĂƚĂͲƐĞĚĞ͞ƵŵƐŝƐ-
ƚĞŵĂĐĞŶƚƌĂů͕ĞĨĞƟǀŽ͕ĚŽŵŝŶĂŶƚĞĞĞĮĐĂnj͕͟ĂƉƚŽĂĚĞĮŶŝƌĞƐƚƌĂƚĠŐŝĂƐĚĞ
ůĂƌŐŽĂůĐĂŶĐĞ͕ǀŝĂďŝůŝnjĂƌĂĕƁĞƐĞƚƌĂŶƐŵŝƟƌ͞ƐŝŐŶŝĮĐĂĚŽƐĞǀĂůŽƌĞƐƋƵĞŶĆŽ
ƐĆŽŵĞƌĂŵĞŶƚĞĂďƐƚƌĂƚŽƐ͕ŵĂƐƋƵĞƐĆŽŽƌŐĂŶŝnjĂĚŽƐĞǀŝǀŝĚŽƐ͘͟4 Além de
ƉůĂŶĞũĂƌĞĐŽŽƌĚĞŶĂƌĂƟǀŝĚĂĚĞƐĐŽƌƌĞůĂƚĂƐ͕ŽƐŝƐƚĞŵĂĐŽƌƉŽƌĂƟǀŽĞdžĞƌĐĞ
ƉĂƉĞůĐƌƵĐŝĂůŶĂĐŝƌĐƵůĂĕĆŽĚĞŝŶĨŽƌŵĂĕƁĞƐ͕ŝŶƚĞƌƉƌĞƚĂĕƁĞƐĞĐƌĞŶĕĂƐŝŶ-
ĚŝƐƉĞŶƐĄǀĞŝƐăĐŽŶƐŽůŝĚĂĕĆŽĚĞĐŽŶƐĞŶƐŽƐƐŽĐŝĂŝƐ͕ƉŽƌŵĂŝƐĚŝǀĞƌƐŝĮĐĂĚĂƐ
ƋƵĞƉŽƐƐĂŵƐĞƌĂƐƌĞĂĕƁĞƐĞƌĞƐƉŽƐƚĂƐ͘KŐƌĂƵĚĞŝŶŇƵġŶĐŝĂǀĂƌŝĂĚĞǀĞ-
şĐƵůŽƉĂƌĂǀĞşĐƵůŽ͕ĞŵĚĞĐŽƌƌġŶĐŝĂĚĞƌĞĐƵƌƐŽƐƚĞĐŶŽůſŐŝĐŽƐ͕ůŝŶŐƵĂŐĞŶƐ͕
ŵĞƚŽĚŽůŽŐŝĂƐƉƌŽĚƵƟǀĂƐ͕ĐĂƌĂĐƚĞƌşƐƟĐĂƐĚŽƐŵĞƌĐĂĚŽƐ͕ƉĂĚƌƁĞƐĚĞŝŶƚĞ-
ƌĂĕĆŽĞƉĞƌĮƐĚĞƉƷďůŝĐŽƐĞĂƵĚŝġŶĐŝĂƐ͘
WĂƌĂĐŽŵƉƌĞĞŶĚĞƌĂĐŽŵƉůĞdžŝĚĂĚĞĚŽƐŝƐƚĞŵĂŵŝĚŝĄƟĐŽ͕ĚĞǀĞŵŽƐ
ĐŽŶƐŝĚĞƌĂƌƋƵĞĂĚŝŐŝƚĂůŝnjĂĕĆŽĨĂǀŽƌĞĐĞƵĂŵƵůƟƉůŝĐĂĕĆŽĚĞďĞŶƐĞƐĞƌǀŝ-
ĕŽƐĚĞŝŶĨŽĞŶƚƌĞƚĞŶŝŵĞŶƚŽ͖ĂƚƌĂŝƵplayersŝŶƚĞƌŶĂĐŝŽŶĂŝƐƉĂƌĂŽƉĞƌĂĕƁĞƐ
Ğŵ ƚŽĚŽƐ ŽƐ ĐŽŶƟŶĞŶƚĞƐ͖ ŝŶƚĞŶƐŝĮĐŽƵ ƚƌĂŶƐŵŝƐƐƁĞƐ Ğ ŇƵdžŽƐ Ğŵ ƚĞŵƉŽ
ƌĞĂů͖ŝŶƐƟƚƵŝƵŽƵƚƌĂƐĨŽƌŵĂƐĚĞĞdžƉƌĞƐƐĆŽ͕ĐŽŶĞdžĆŽ͕ŝŶƚĞƌĐąŵďŝŽĞƐŽĐŝĂ-
bilidade, sobretudo na internet (comunidades virtuais, redes sociais); e
ĂŐƌĂǀŽƵ Ă ĐŽŶĐĞŶƚƌĂĕĆŽ Ğ Ă ŽůŝŐŽƉŽůŝnjĂĕĆŽ ĚĞ ƐĞƚŽƌĞƐ ĐŽŵƉůĞŵĞŶƚĂƌĞƐ
;ŝŵƉƌĞŶƐĂ͕ ƌĄĚŝŽ͕ ƚĞůĞǀŝƐĆŽ͕ ŝŶƚĞƌŶĞƚ͕ ĂƵĚŝŽǀŝƐƵĂů͕ ĞĚŝƚŽƌŝĂů͕ ĨŽŶŽŐƌĄĮĐŽ͕
ƚĞůĞĐŽŵƵŶŝĐĂĕƁĞƐ͕ ŝŶĨŽƌŵĄƟĐĂ͕ ƉƵďůŝĐŝĚĂĚĞ͕ ŵĂƌŬĞƟŶŐ͕ ĐŝŶĞŵĂ͕ ũŽŐŽƐ
ĞůĞƚƌƀŶŝĐŽƐ͕ĐĞůƵůĂƌĞƐ͕ƌĞĚĞƐƐŽĐŝĂŝƐĞƚĐ͘Ϳ͘,ŽũĞ͕ĞdžĞĐƵƟǀŽƐĚĞĐŽƌƉŽƌĂĕƁĞƐ
ŵŝĚŝĄƟĐĂƐĂůƵĚĞŵĂ͞ŵƵůƟƉůĂƚĂĨŽƌŵĂƐŝŶƚĞŐƌĂĚĂƐ͟ƉĂƌĂĚĞĮŶŝƌĂũƵŶĕĆŽ
ĚĞ ŝŶƚĞƌĞƐƐĞƐ ĞƐƚƌĂƚĠŐŝĐŽƐ Ğŵ ĚŝƐƟŶƚŽƐ ƐƵƉŽƌƚĞƐ͗ ƉĂƉĞů͕ ĚŝŐŝƚĂů͕ ĄƵĚŝŽ͕
ǀşĚĞŽ Ğ ŵſǀĞů͘ dƵĚŽ ŝƐƐŽ ƐŽď Ă ĠŐŝĚĞ ĚĞ ƚƌġƐ ǀĞƚŽƌĞƐ͗ Ă ƚĞĐŶŽůŽŐŝĂ ƋƵĞ
ƉŽƐƐŝďŝůŝƚĂĂƐƐŝŶĞƌŐŝĂƐ͖ŽĐŽŵƉĂƌƟůŚĂŵĞŶƚŽĞĂĚŝƐƚƌŝďƵŝĕĆŽĚĞĐŽŶƚĞƷ-
ĚŽƐŐĞƌĂĚŽƐŶĂƐŵĞƐŵĂƐŵĂƚƌŝnjĞƐƉƌŽĚƵƟǀĂƐ͖ĞĂƌĂĐŝŽŶĂůŝĚĂĚĞĚĞŐĂƐƚŽƐ͕
ĐƵƐƚŽƐĞŝŶǀĞƐƟŵĞŶƚŽƐ͘
ĐŽŶǀĞƌŐġŶĐŝĂĞŶƚƌĞŵşĚŝĂ͕ƚĞůĞĐŽŵƵŶŝĐĂĕƁĞƐĞŝŶĨŽƌŵĄƟĐĂǀŝĂďŝ-
liza o aproveitamento de um mesmo produto em diferentes plataformas,
4 Raymond Williams, Cultura e materialismo, São Paulo, Editora Unesp, 2011, p. 53.

520 \R. EMERJ, Rio de Janeiro, v. 18, n. 67, p. 516 - 3525, jan - fev. 2015 \
sƵƉŽƌƚĞƐĞŵĞŝŽƐĚĞƚƌĂŶƐŵŝƐƐĆŽ͕ĚŝƐƚƌŝďƵŝĕĆŽ͕ĐŝƌĐƵůĂĕĆŽ͕ĞdžŝďŝĕĆŽĞĐŽŶ-
ƐƵŵŽ͕ĨĂnjĞŶĚŽƐŽďƌĞƐƐĂŝƌĂŵĂŝƐͲǀĂůŝĂŶĂĞĐŽŶŽŵŝĂĚŝŐŝƚĂů͘ Agrupam-se
os mais distintos atores econômicos, atraídos pela oportunidade de ala-
vancar seus negócios, aí incluídos fabricantes, anunciantes, patrocina-
dores, fornecedores, administradores de marcas, gestores corporativos,
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KƌŝŐŝŶĂͲƐĞĚĂşƵŵƐŝƐƚĞŵĂŵƵůƟŵşĚŝĂĐŽŵŇĞdžŝďŝůŝĚĂĚĞŽƉĞƌĂĐŝŽŶĂů
ĞƉƌŽĚƵƟǀĂ͕ƋƵĞŝŶĐůƵŝǀĂƌŝĞĚĂĚĞĚĞĞŵƉƌĞĞŶĚŝŵĞŶƚŽƐĞƐĞƌǀŝĕŽƐĚĞĂŵ-
ƉůŝƚƵĚĞŝŵĞŶƐƵƌĄǀĞů͕ĞdžƉůŽƌĂŶĚŽŇƵdžŽƐǀĞůŽnjĞƐ͕ĞƐƉĂĕŽƐĚĞǀŝƐŝďŝůŝĚĂĚĞĞ
ĞůĞŵĞŶƚŽƐĐƵůƚƵƌĂŝƐŽƐŵĂŝƐĚşƐƉĂƌĞƐ͘

KEEdZKDKEKWM>/͗>/D/d^'ZsEd^

WĂƌĂ ƐĞ ĂǀĂůŝĂƌ Ž ŶşǀĞů ĚĞ ƌĞŶƚĂďŝůŝĚĂĚĞ ĚŽ ŵĞƌĐĂĚŽ ĚĞ ŵşĚŝĂ Ğ
ĞŶƚƌĞƚĞŶŝŵĞŶƚŽ͕ďĂƐƚĂŵĞŶĐŝŽŶĂƌƋƵĞ͕ŶŽƌĂŶŬŝŶŐĚĂƐϮϬϬŵĂŝŽƌĞƐĞŵ-
ƉƌĞƐĂƐŶĆŽĮŶĂŶĐĞŝƌĂƐĚŽŵƵŶĚŽ͕ĞƐƚĆŽŶĂĚĂŵĞŶŽƐĚŽϮϬĞŵƉƌĞƐĂƐĚĞ
ŵşĚŝĂ Ğ ĞŶƚƌĞƚĞŶŝŵĞŶƚŽ͘ KƵ ƐĞũĂ͕ ĚĞnj ƉŽƌ ĐĞŶƚŽ ĚŽ ƚŽƚĂů͘ ŽŶƚƌŝďƵşƌĂŵ
ďĂƐƚĂŶƚĞƉĂƌĂĞƐƚĞƌĞƐƵůƚĂĚŽĂƐĚĞƐƌĞŐƵůĂŵĞŶƚĂĕƁĞƐŶĞŽůŝďĞƌĂŝƐĚŽƐĂŶŽƐ
ϭϵϴϬĞϭϵϵϬ͘DĞƐŵŽƋƵĞŽĚĞƐĞŵƉĞŶŚŽĂƚƵĂůƐĞũĂĂĨĞƚĂĚŽƉĞůĂƌĞƚƌĂĕĆŽ
ĚĂƐǀĞƌďĂƐƉƵďůŝĐŝƚĄƌŝĂƐĞƉĞůĂĚĞƐĂĐĞůĞƌĂĕĆŽŝŶƚĞƌŶĂĐŝŽŶĂů͕ĐŽŶƐƵůƚŽƌŝĂƐ
ĞƐƉĞĐŝĂůŝnjĂĚĂƐƉƌĞǀĞĞŵƋƵĞŽƐŝŶǀĞƐƟŵĞŶƚŽƐĞŵĐŽŵƵŶŝĐĂĕĆŽĐŽŶƟŶƵĂ-
ƌĆŽĂĐƌĞƐĐĞƌĂŵĠĚŝŽĞůŽŶŐŽƉƌĂnjŽƐ͘5
ůƵnjĚŽĮŐƵƌŝŶŽĚĂĐŽŶĐĞŶƚƌĂĕĆŽŵŽŶŽƉſůŝĐĂ͕ŶĆŽŚĄĚŝƐƟŶĕĆŽƌĞ-
ůĞǀĂŶƚĞĞŶƚƌĞĮůŽƐŽĮĂƐ͕ĞƐƚƌƵƚƵƌĂƐŽƉĞƌĂƟǀĂƐĞŽďũĞƟǀŽƐ͘EĂĚĂĚŝĨĞƌĞŽƐ
ƉĞƌĮƐ ĐŽƌƉŽƌĂƟǀŽƐ ĚĞ dŝŵĞ tĂƌŶĞƌ͕ EĞǁƐ ŽƌƉŽƌĂƟŽŶ͕ ŝƐŶĞLJ ŽƵ ^ŽŶLJ
ĚŽƐĚĞ'ĞŶĞƌĂůDŽƚŽƌƐ͕DĐŽŶĂůĚ͛ƐŽƵŽĐĂͲŽůĂ͘ƐŶƵĂŶĕĂƐůŽĐĂůŝnjĂŵ-
ͲƐĞŶĂƐĄƌĞĂƐĚĞĂƚƵĂĕĆŽͶŵƵŝƚŽĞŵďŽƌĂĞƐƐĂƐĞƉĂƌĂĕĆŽǀĞŶŚĂƐĞƌĞĚƵ-
njŝŶĚŽĞŵĨƵŶĕĆŽĚĂĐŽŶǀĞƌŐġŶĐŝĂŵƵůƟŵşĚŝĂ͕ĚĞĂůŝĂŶĕĂƐ͕ĨƵƐƁĞƐĞƉĂƌ-
ƟĐŝƉĂĕƁĞƐĐƌƵnjĂĚĂƐ͘ůŝďĞƌĂůŝnjĂĕĆŽŐĞŶĞƌĂůŝnjĂĚĂĨĂǀŽƌĞĐĞƵĂĞŶƚƌĂĚĂĚŽ
ĐĂƉŝƚĂůĮŶĂŶĐĞŝƌŽŶŽƐŵĞƌĐĂĚŽƐĚĞĐŽŵƵŶŝĐĂĕĆŽĚĞŵƵŝƚŽƐƉĂşƐĞƐ͘,ŽũĞ͕
ďĂŶĐŽƐ͕ĨƵŶĚŽƐĚĞŝŶǀĞƐƟŵĞŶƚŽƐĞŵĂŐŶĂƚĂƐĚĂƐĮŶĂŶĕĂƐĞĚŽƉĞƚƌſůĞŽ
ƚġŵƉĂƌƟĐŝƉĂĕƁĞƐĂĐŝŽŶĄƌŝĂƐĞĂƉůŝĐĂĕƁĞƐĞŵŵşĚŝĂ͕Ăƚƌú̎ƐƉĞůĂĞdžƉĞĐ-
ƚĂƟǀĂĚĞĂůƚĂƌĞŶƚĂďŝůŝĚĂĚĞĐŽŵĂĞdžƉůŽƐĆŽĚŝŐŝƚĂů͘6
5 O estudo ͞'ůŽďĂůŶƚĞƌƚĂŝŶŵĞŶƚĂŶĚDĞĚŝĂKƵƚůŽŽŬϮϬϭϮͲϮϬϭϲ͕͟ĚŝǀƵůŐĂĚŽƉĞůĂWƌŝĐĞǁĂƚĞƌŚŽƵƐĞŽŽƉĞƌƐ͕ƉƌĞ-
ǀġƋƵĞŽŝŶǀĞƐƟŵĞŶƚŽŐůŽďĂůŶŽƐĞƚŽƌĚĞǀĞƐĂůƚĂƌĚĞh^Ψϭ͕ϲƚƌŝůŚĆŽĞŵϮϬϭϭƉĂƌĂh^ΨϮ͕ϭƚƌŝůŚĆŽĞŵϮϬϭϲ͕ŝƐƚŽ
Ġ͕ĐƌĞƐĐŝŵĞŶƚŽĚĞϮϱй͘sĞƌ͞'ĂƐƚŽƐĐŽŵŵşĚŝĂĞĞŶƚƌĞƚĞŶŝŵĞŶƚŽŶŽƌĂƐŝůĐŚĞŐĂŵĂh^ΨϲϱďŝŶŽƐƉƌſdžŝŵŽƐĐŝŶĐŽ
ĂŶŽƐ͕͟ WƌŝĐĞǁĂƚĞƌŚŽƵƐĞŽŽƉĞƌƐ͘ ŝƐƉŽŶşǀĞů Ğŵ͗ фŚƩƉ͗ͬͬǁǁǁ͘ƉǁĐ͘ĐŽŵ͘ďƌͬƉƚͬƐĂůĂͲĚĞͲŝŵƉƌĞŶƐĂͬĂƐƐĞƚƐͬƉƌĞƐƐ-
-release/entertainment-media-2012-press-releaase.pdf>.
6 Philippe Bouquillion, ͞>ĂĐŽŶƐƟƚƵƟŽŶĚĞƐƉƀůĞƐĚĞƐŝŶĚƵƐƚƌŝĞƐĚĞůĂĐƵůƚƵƌĞĞƚĚĞůĂĐŽŵŵƵŶŝĐĂƟŽŶ͘ŶƚƌĞ͚ĐŽƵƉƐ͛
ĮŶĂŶĐŝĞƌƐĞƚŝŶƚĠŐƌĂƟŽŶĚĞĮůŝĂƌĞƐŝŶĚƵƐƚƌŝĞůůĞƐ͕͟ĞŵĞƌŶĂƌĚDŝğŐĞ;ŽƌŐ͘Ϳ͕>ĂĐŽŶĐĞŶƚƌĂƟŽŶĚĂŶƐůĞƐŝŶĚƵƐƚƌŝĞƐĚĞ
contenu, Paris, Réseaux, 2005.

\R. EMERJ, Rio de Janeiro, v. 18, n. 67, p. 516 - 525, jan - fev. 2015 \ 521
 ŵ ƚĂů ĐĞŶĄƌŝŽ͕ ĐŽŶŐůŽŵĞƌĂĚŽƐ ĚĞ ŵşĚŝĂ ĂĐƵŵƵůĂŵ ĚŝĨĞƌĞŶĐŝĂŝƐ
ŝŶĂĐĞƐƐşǀĞŝƐĂŽƌŐĂŶŝnjĂĕƁĞƐĚĞŵĞŶŽƌƉŽƌƚĞ͗ĂůƚĂƐƚĞĐŶŽůŽŐŝĂƐ͕know-how
ŐĞƌĞŶĐŝĂů͕ƉĞƐƋƵŝƐĂĞĚĞƐĞŶǀŽůǀŝŵĞŶƚŽĚĞƉƌŽĚƵƚŽƐĚĞƉŽŶƚĂ͕ĐĂƉĂĐŝĚĂĚĞ
ŝŶĚƵƐƚƌŝĂů͕ŝŶŽǀĂĕƁĞƐ͕ƌĞĐƵƌƐŽƐŚƵŵĂŶŽƐĞĐƌŝĂƟǀŽƐ͕ĞƐƋƵĞŵĂƐŐůŽďĂŝƐĚĞ
ĚŝƐƚƌŝďƵŝĕĆŽ͕ĐĂŵƉĂŶŚĂƐƉƵďůŝĐŝƚĄƌŝĂƐŵƵŶĚŝĂůŝnjĂĚĂƐĞƚĠĐŶŝĐĂƐ ƐŽĮƐƟĐĂ-
das de conhecimento dos mercados.
WĂƌĐĞƌŝĂƐ͕ ĂĐŽƌĚŽƐ ĞƐƚƌĂƚĠŐŝĐŽƐ Ğ joint ventures permitem às em-
ƉƌĞƐĂƐ ĂƚƵĂĕƁĞƐ ĐŽŶũƵŐĂĚĂƐ Ğŵ ƉĂƌƚĞƐ ĐŽŵƉůĞŵĞŶƚĂƌĞƐ ĚŽƐ ƉƌŽĐĞƐƐŽƐ
ƉƌŽĚƵƟǀŽƐ͕ďĞŶĞĮĐŝĂŶĚŽĂĐŽŶĐĞŶƚƌĂĕĆŽĞĂŽůŝŐŽƉŽůŝnjĂĕĆŽ͘ŽŽƉƚĂƌĞŵ
ƉŽƌĞƐƚƌĂƚĠŐŝĂƐĚĞĐŽůĂďŽƌĂĕĆŽĞĚĞƐĐĞŶƚƌĂůŝnjĂĕĆŽƉĂƌĐŝĂůĐŽŵĚŝǀŝƐĆŽĚĞ
ƌĞƐƉŽŶƐĂďŝůŝĚĂĚĞƐ͕ ĂƐ ĐŽƌƉŽƌĂĕƁĞƐ ǀŝƐĂŵ Ă ĂƵŵĞŶƚĂƌ ƐĞƵƐ ůƵĐƌŽƐ͕ ƐĞũĂ
ĐŽƌƚĂŶĚŽ ĚĞƐƉĞƐĂƐ Ğ ƌĞƉĂƌƟŶĚŽ ƉĞƌĚĂƐ͕ ƐĞũĂ ĐŽŶƚŽƌŶĂŶĚŽ ƌŝƐĐŽƐ Ͷ Ğŵ
especial os decorrentes da instabilidade econômica e do encolhimento
ĚĂǀŝĚĂƷƟůĚĂƐŵĞƌĐĂĚŽƌŝĂƐ͘KƐůƵĐƌŽƐƐĆŽƌĞĂƉůŝĐĂĚŽƐĞŵĂƟǀŝĚĂĚĞƐĚŝ-
ǀĞƌƐĂƐĐŽŵŽŽďũĞƟǀŽĚĞŵŝŶĂƌĂŶƟŐĂƐƐƵƉƌĞŵĂĐŝĂƐĞ͕ƋƵĂŶĚŽƉŽƐƐşǀĞů͕
ŝŶƐƟƚƵŝƌŶŽǀŽƐŵŽŶŽƉſůŝŽƐ͘
KƐƉƌŽũĞƚŽƐĞdžŝŐĞŵĂƉŽƌƚĞƐĮŶĂŶĐĞŝƌŽƐĞďŽĂůŽŐşƐƟĐĂ͕ĂĮŵĚĞĨĂ-
ĐŝůŝƚĂƌŽĞƐĐŽĂŵĞŶƚŽĞŽƐŐĂŶŚŽƐĚĞĞƐĐĂůĂŶĂƐƉƌĂĕĂƐĞƐƚƌĂŶŐĞŝƌĂƐ͕ůĞǀĂŶ-
ĚŽͲƐĞĞŵĐŽŶƚĂĂĚĂƉƚĂĕƁĞƐĂŽƐĐƵƐƚŽƐĞĨĂƚŽƌĞƐůŽĐĂŝƐĚĞƉƌŽĚƵĕĆŽ͕ďĞŵ
ĐŽŵŽĂŶĞĐĞƐƐŝĚĂĚĞŝŵƉĞƌŝŽƐĂĚĞĞƋƵŝůŝďƌĂƌĂƐƌĞůĂĕƁĞƐĞŶƚƌĞƚƌĂďĂůŚŽ͕
ĚŝƐƚƌŝďƵŝĕĆŽ ĚĞ ƌĞŶĚĂ͕ ƉŽĚĞƌ ĂƋƵŝƐŝƟǀŽ͕ ŵŽĚĞůŽ ƚĞĐŶŽƉƌŽĚƵƟǀŽ Ğ ƐŝƐƚĞ-
ŵĄƟĐĂƐĚĞĐŽŵĞƌĐŝĂůŝnjĂĕĆŽ͕ĚĞĂĐŽƌĚŽĐŽŵĂĞƐƚƌƵƚƵƌĂĚĞĐĂĚĂŵĞƌĐĂĚŽ͘
Para preservar o sistema monopólico e suas receitas em perma-
ŶĞŶƚĞĞdžƉĂŶƐĆŽ͕ĂƐĐŽƌƉŽƌĂĕƁĞƐƌĞĐŽƌƌĞŵĂĚƵĂƐŵĂŶŽďƌĂƐƉƌŝŶĐŝƉĂŝƐ͕ĚĞ
ĂĐŽƌĚŽ ĐŽŵ ĂǀŝĚ ,ĂƌǀĞLJ͘  ƉƌŝŵĞŝƌĂ ĚĞůĂƐ Ġ Ă ĂŵƉůĂ ĐĞŶƚƌĂůŝnjĂĕĆŽ ĚŽ
ĐĂƉŝƚĂů͕ ĞdžĞƌĐĞŶĚŽ Ž ƉŽĚĞƌ ĮŶĂŶĐĞŝƌŽ Ğŵ ďƵƐĐĂ ĚĞ ĞĐŽŶŽŵŝĂ ĚĞ ĞƐĐĂůĂ
ĞĚĂůŝĚĞƌĂŶĕĂŶŽŵĞƌĐĂĚŽ͘ƐĞŐƵŶĚĂŵĂŶŽďƌĂĐŽŶƐŝƐƚĞĞŵƉƌŽƚĞŐĞƌĂ
ƋƵĂůƋƵĞƌƉƌĞĕŽĂƐǀĂŶƚĂŐĞŶƐƚĞĐŶŽůſŐŝĐĂƐ͕ƉŽƌŵĞŝŽĚĞƉĂƚĞŶƚĞƐ͕ůĞŝƐĚĞ
licenciamento e direitos de propriedade intelectual.7
ĐŽŶĐĞŶƚƌĂĕĆŽĚŽƐƉƌŽĐĞƐƐŽƐƉƌŽĚƵƟǀŽƐĞĚŽƐĞƐƋƵĞŵĂƐŐůŽďĂŝƐ
ĚĞ ĚŝƐƚƌŝďƵŝĕĆŽ Ğ ĐŽŵĞƌĐŝĂůŝnjĂĕĆŽ Ğŵ ƚŽƌŶŽ ĚĞ Ƶŵ ƉƵŶŚĂĚŽ ĚĞ ŐƌƵƉŽƐ
ĞŵƉƌĞƐĂƌŝĂŝƐƚĞŵƉŽƌĮŶĂůŝĚĂĚĞŐĂƌĂŶƟƌŽŵĂŝŽƌĚŽŵşŶŝŽƉŽƐƐşǀĞůƐŽďƌĞĂ
ĐĂĚĞŝĂĚĞĨĂďƌŝĐĂĕĆŽ͕ƉƌŽĐĞƐƐĂŵĞŶƚŽ͕ĐŽŵĞƌĐŝĂůŝnjĂĕĆŽĞĚŝƐƚƌŝďƵŝĕĆŽĚŽƐ
ƉƌŽĚƵƚŽƐ Ğ ƐĞƌǀŝĕŽƐ͕ ĂŵƉůŝĂŶĚŽ ĐŽŶƐŝĚĞƌĂǀĞůŵĞŶƚĞ Ă ƌĞŶƚĂďŝůŝĚĂĚĞ Ğ ŽƐ
dividendos monopólicos.

ϳĂǀŝĚ,ĂƌǀĞLJ͕O novo imperialismo, São Paulo, Loyola, 2004.

522 \R. EMERJ, Rio de Janeiro, v. 18, n. 67, p. 516 - 3525, jan - fev. 2015 \
  ĂƐƐƵƐƚĂĚŽƌ Ž ƉƌĂŐŵĂƟƐŵŽ ĚĞ ƉŽƌƚĂͲǀŽnjĞƐ ĚĞ ĐŽƌƉŽƌĂĕƁĞƐ ĂŽ
ƚĞŶƚĂƌ ũƵƐƟĮĐĂƌ Ă ŵŽůĚƵƌĂ ĚĞ ĐŽŶĐĞŶƚƌĂĕĆŽ ŵŽŶŽƉſůŝĐĂ ĚĂ ŵşĚŝĂ͘ dƵĚŽ
parece natural quando se ambicionam rentabilidade e dividendos compe-
ƟƟǀŽƐ͘KǀŝĐĞͲƉƌĞƐŝĚĞŶƚĞĚŽŐƌƵƉŽĞƐƉĂŶŚŽůWƌŝƐĂĞĨƵŶĚĂĚŽƌĚŽũŽƌŶĂůEl
País, José Luis Cebrián, não poderia ser mais preciso ao referir-se à men-
ƚĂůŝĚĂĚĞĞŵƉƌĞƐĂƌŝĂůƋƵĞĐŽŵĂŶĚĂŽƐĞƚŽƌ͗͞ĐŽŶĐĞŶƚƌĂĕĆŽĚŽƐŵĞŝŽƐĚĞ
ĐŽŵƵŶŝĐĂĕĆŽƚĞŵůƵŐĂƌŶŽąŵďŝƚŽĚĂĐŽŶĐĞŶƚƌĂĕĆŽŝŶĚƵƐƚƌŝĂůĞůƵƚĂƌĐŽŶ-
ƚƌĂĞůĂĠĐŽŵŽůƵƚĂƌĐŽŶƚƌĂĂĨŽƌĕĂĚĂŐƌĂǀŝĚĂĚĞ͘;͘͘͘Ϳ^ĞŵĞŵƉƌĞƐĂƐĨŽƌƚĞƐ
ŶĆŽŚĄůŝďĞƌĚĂĚĞĚĞĞdžƉƌĞƐƐĆŽĞ͕ŶƵŵŵƵŶĚŽŐůŽďĂů͕ĂƉĞŶĂƐĂƐĞŵƉƌĞƐĂƐ
sólidas resistem.”8ĞdžƉĞƌŝġŶĐŝĂŚŝƐƚſƌŝĐĂŝŶĚŝĐĂĞdžĂƚĂŵĞŶƚĞŽŽƉŽƐƚŽĚŽ
ĞŶƵŶĐŝĂĚŽĚĞĞďƌŝĄŶ͗ƋƵĂŶƚŽŵĂŝŽƌĂĐŽŶĐĞŶƚƌĂĕĆŽĚĞƉŽĚĞƌŶĂƐŵĆŽƐ
ĚĞƵŵƌĞĚƵnjŝĚŽŶƷŵĞƌŽĚĞĐŽƌƉŽƌĂĕƁĞƐ͕ŵĞŶŽƌĂĐŚĂŶĐĞĚĞƉůƵƌĂůŝĚĂĚĞ
ŶŽƐĐĂŶĂŝƐĚĞŵĂŶŝĨĞƐƚĂĕĆŽĚĞƉĞŶƐĂŵĞŶƚŽ͘

A QUESTÃO CRUCIAL DA DIVERSIDADE

EŽƉƌŽĐĞƐƐŽĚĞƌĞƉƌŽĚƵĕĆŽĂŵƉůŝĂĚĂĚŽĐĂƉŝƚĂůŝƐŵŽ͕ŽƐŝƐƚĞŵĂŵŝ-
ĚŝĄƟĐŽĚĞƐĞŵƉĞŶŚĂƵŵĚƵƉůŽƉĂƉĞůĞƐƚƌĂƚĠŐŝĐŽ͘KƉƌŝŵĞŝƌŽĚŝnjƌĞƐƉĞŝƚŽă
ƐƵĂĐŽŶĚŝĕĆŽƉĞĐƵůŝĂƌĚĞĂŐĞŶƚĞĚŝƐĐƵƌƐŝǀŽĚĂŐůŽďĂůŝnjĂĕĆŽĞĚŽŶĞŽůŝďĞƌĂ-
ůŝƐŵŽ͘EĆŽĂƉĞŶĂƐůĞŐŝƟŵĂŽŝĚĞĄƌŝŽŐůŽďĂů͕ĐŽŵŽƚĂŵďĠŵŽƚƌĂŶƐĨŽƌŵĂ
ŶŽĚŝƐĐƵƌƐŽƐŽĐŝĂůŚĞŐĞŵƀŶŝĐŽ͕ƉƌŽƉĂŐĂŶĚŽǀĂůŽƌĞƐĞŵŽĚŽƐĚĞǀŝĚĂƋƵĞ
ƚƌĂŶƐĨĞƌĞŵƉĂƌĂŽŵĞƌĐĂĚŽĂƌĞŐƵůĂĕĆŽĚĂƐĚĞŵĂŶĚĂƐĐŽůĞƟǀĂƐ͘ĚŽdžĂ
ŶĞŽůŝďĞƌĂůƉƌŽĐƵƌĂŶĞƵƚƌĂůŝnjĂƌŽƉĞŶƐĂŵĞŶƚŽĐƌşƟĐŽ͕ƌĞĚƵnjŝƌŽĞƐƉĂĕŽƉĂƌĂ
ŝĚĞŝĂƐĂůƚĞƌŶĂƟǀĂƐĞĐŽŶƚĞƐƚĂĚŽƌĂƐ͕ĂŝŶĚĂƋƵĞĞƐƚĂƐĐŽŶƟŶƵĞŵƐĞŵĂŶŝ-
ĨĞƐƚĂŶĚŽ͕ƌĞƐŝƐƟŶĚŽĞƌĞŝŶǀĞŶƚĂŶĚŽͲƐĞ͘
 ŵşĚŝĂ ƐĞ ĂƉƌĞƐĞŶƚĂ ĐŽŵŽ ŝŶƚĠƌƉƌĞƚĞ ĚĂ ǀŽŶƚĂĚĞ ŐĞƌĂů͕ ŶĆŽ ƐĞ
ƐĂďĞĂƉŽŝĂĚĂĞŵƋƵĞĨƵŶĚĂŵĞŶƚŽĐƌşǀĞů͘YƵĞĞƵƐĂŝďĂ͕ŽƐŵĞŝŽƐŶĆŽƚġŵ
ŵĂŶĚĂƚŽŽƵĚĞůĞŐĂĕĆŽƉŽƉƵůĂƌƉĂƌĂĂƉƌĞƐĞŶƚĂƌͲƐĞĐŽŵŽŝŶƚĠƌƉƌĞƚĞƐĚŽƐ
anseios de seus leitores, ouvintes e telespectadores. Claro que é uma
ŵŝƐƟĮĐĂĕĆŽ͖ĂŵşĚŝĂĠŝŶƚĠƌƉƌĞƚĞĚĞƐƵĂƐƉƌſƉƌŝĂƐǀŽŶƚĂĚĞƐĞŝŶƚĞƌĞƐƐĞƐ͕
ƐŽďƌĞƚƵĚŽŽƐĚĞŶĂƚƵƌĞnjĂĞĐŽŶƀŵŝĐĂ͕ƉŽůşƟĐĂĞŝĚĞŽůſŐŝĐĂ͕ĞƋƵĞƌƉĞƌŵĂ-
ŶĞĐĞƌĂƚĠĂĞƚĞƌŶŝĚĂĚĞŝŶƚĞƌĨĞƌŝŶĚŽŶĂĚĞĮŶŝĕĆŽĚĞǀĂůŽƌĞƐ͘
K ƐĞŐƵŶĚŽ ƉĂƉĞů ĞdžĞƌĐŝĚŽ ƉĞůŽƐ ĐŽŶŐůŽŵĞƌĂĚŽƐ ĚĞ ŵşĚŝĂ Ġ Ž ĚĞ
ĂŐĞŶƚĞƐ ĞĐŽŶƀŵŝĐŽƐ ŐůŽďĂŝƐ͘ ůĞƐ ŽďƚġŵĞdžƉƌĞƐƐŝǀĂ ůƵĐƌĂƟǀŝĚĂĚĞ ĞdžƉůŽ-

8 “Fundador do El PaísĐŽŶƐŝĚĞƌĂ͚ŝŶĞǀŝƚĄǀĞů͛ĂĐŽŶĐĞŶƚƌĂĕĆŽĚŽƐŵĞŝŽƐĚĞĐŽŵƵŶŝĐĂĕĆŽ͕͟ŐġŶĐŝĂ>ƵƐĂ͕>ŝƐďŽĂ͕ϭϱĚĞ
ŵĂŝŽĚĞϮϬϬϴ͕ĚŝƐƉŽŶşǀĞůĞŵŚƩƉ͗ͬͬŶŽƟĐŝĂƐ͘ƐĂƉŽ͘ƉƚͬůƵƐĂͬĂƌƟŐŽͬĞϵϮϭĚϲϵĞĂϮϬϮďďϲϰϲĚĨĚĞϴ͘Śƚŵů͘

\R. EMERJ, Rio de Janeiro, v. 18, n. 67, p. 516 - 525, jan - fev. 2015 \ 523
ƌĂŶĚŽƵŵĂŐĂŵĂĚĞĞŵƉƌĞĞŶĚŝŵĞŶƚŽƐĞƐĞƌǀŝĕŽƐƚŽƌŶĂĚŽƐĐŽŶǀĞƌŐĞŶƚĞƐ
ĞƐŝŶĞƌŐĠƟĐŽƐƉĞůĂĚŝŐŝƚĂůŝnjĂĕĆŽ͘^ĞŵĐŽŶƚĂƌĂĞŶŽƌŵĞƌĞŶƚĂďŝůŝĚĂĚĞĞĂƐ
ĂƵĚŝġŶĐŝĂƐĐĂƟǀĂƐĐŽŵƚƌĂŶƐŵŝƐƐƁĞƐĞƐƉĞƚĂĐƵůĂƌŝnjĂĚĂƐĚĞŵĞŐĂĞǀĞŶƚŽƐ
ĞƐƉŽƌƟǀŽƐ͕ŵƵƐŝĐĂŝƐ͕ƌĞůŝŐŝŽƐŽƐ͕ũŽƌŶĂůşƐƟĐŽƐ͕ĞƚĐ͘
EĆŽĚĞǀĞŵŽƐƐƵďĞƐƟŵĂƌŽƌŝƐĐŽĚĞĐƵƌƚŽͲĐŝƌĐƵŝƚŽŶĂƐŽďĞƌĂŶŝĂĐƵů-
ƚƵƌĂůĐŽŵĂƚƌĂŶƐŶĂĐŝŽŶĂůŝnjĂĕĆŽĚŽƐŶĞŐſĐŝŽƐ͕ĞƐƉĞĐŝĂůŵĞŶƚĞƉĞůĂĨƌĂŐŝůŝ-
ĚĂĚĞĚĞŵĞĐĂŶŝƐŵŽƐĚĞƌĞŐƵůĂĕĆŽĚŽƐŇƵdžŽƐĂƵĚŝŽǀŝƐƵĂŝƐĞĚĞĐĂƉŝƚĂůƋƵĞ
cruzam fronteiras em transmissões via satélites e redes infoeletrônicas.
ŵ ǀĞƌĚĂĚĞ͕ Ă ƵŶŝǀĞƌƐĂůŝnjĂĕĆŽ ĚĞ ƉƌŽĚƵƚŽƐ͕ ŵĂƌĐĂƐ͕ ĞǀĞŶƚŽƐ Ğ ƌĞĨĞƌġŶ-
ĐŝĂƐ ĐƵůƚƵƌĂŝƐ ƉŽĚĞ ĂďĂůĂƌ Ă ĂŶƟŐĂ ƐƵƉƌĞŵĂĐŝĂ ĚĞ ůŽĐĂůŝƐŵŽƐ Ğ ƌĞŐŝŽŶĂ-
ůŝƐŵŽƐ͕ƚƌĂĚŝĕƁĞƐĞƚƌĂĕŽƐĐŽŵƵŶŝƚĄƌŝŽƐĞƐƉĞĐşĮĐŽƐ͕ƚƌĂŶƐĨŽƌŵĂĚŽƐĂŐŽƌĂ
Ğŵ ĐŽŵƉŽŶĞŶƚĞƐ ĚĞ ĂŵƉůĂ Ğ ĐŽŵƉůĞdžĂ ŐĞŽŐƌĂĮĂ ĚĞ ĐŽŶƐƵŵŽ͘ ŵďŽƌĂ
ƉĞƌŵŝƚĂŵĂŝŽƌĐŝƌĐƵůĂĕĆŽĚĞĚĂĚŽƐ͕ƐŽŶƐĞŝŵĂŐĞŶƐƉĞůŽƉůĂŶĞƚĂ͕ŽŵƵŶĚŽ
ŐůŽďĂůŝnjĂĚŽĨƌĞƋƵĞŶƚĞŵĞŶƚĞĚĞƐĂůŽũĂĂŝĚĞŝĂŽƌŝŐŝŶĂůĚĞƚĞƌƌŝƚŽƌŝĂůŝĚĂĚĞ͕Ğ
ĐŽŵŝƐƐŽĠĂĨĞƚĂĚĂĂŶŽĕĆŽĚĞŝĚĞŶƟĚĂĚĞĂƐƐŽĐŝĂĚĂăƉĂƌƟůŚĂĚĞĐƌĞŶĕĂƐ
ĞƐĞŶƟĚŽƐĐŽŵƵŶƐ͘ĚĞŵĂƌĐĂĕĆŽĚŽĐĂƌĄƚĞƌŶĂĐŝŽŶĂůĚĞďŽĂƉĂƌƚĞĚŽƐ
ĐŽŶƚĞƷĚŽƐ Ğŵ ĐŝƌĐƵůĂĕĆŽ ƚŽƌŶĂͲƐĞ ƉƌŽďůĞŵĄƟĐĂ͕ ƚĞŶĚŽ Ğŵ ǀŝƐƚĂ ƋƵĞ ŽƐ
ŵĂƚĞƌŝĂŝƐƐĆŽƉƌŽĚƵnjŝĚŽƐĞĚŝƐƚƌŝďƵşĚŽƐƉŽƌŐƌƵƉŽƐƚƌĂŶƐŶĂĐŝŽŶĂŝƐ͕ĂƉĂƌƟƌ
de suas matrizes industriais.
WŽƌŵĂŝƐƋƵĞĚĞƚĞƌŵŝŶĂĚĂƐĚĞŵĂŶĚĂƐĚĂĂƵĚŝġŶĐŝĂƐĞũĂŵŝĚĞŶƟĮ-
ĐĂĚĂƐĞŝŶĐŽƌƉŽƌĂĚĂƐăƐƉƌŽŐƌĂŵĂĕƁĞƐŵĞĚŝĄƟĐĂƐ͕ƐĆŽŽƐŐƌƵƉŽƐƉƌŝǀĂĚŽƐ
ƋƵĞĚĞƚġŵŽƉŽĚĞƌĚĞĚĞƚĞƌŵŝŶĂƌŽƋƵĞĂƐŽĐŝĞĚĂĚĞƉŽĚĞůĞƌ͕ŽƵǀŝƌĞǀĞƌ͕
ƋƵĞĞŶĨŽƋƵĞƐĞġŶĨĂƐĞƐĚĞǀĞŵƐĞƌĂĚŽƚĂĚĂƐ͕ƋƵĂŝƐƐĆŽŽƐĂƚŽƌĞƐƐŽĐŝĂŝƐ
ƋƵĞŵĞƌĞĐĞŵĞƐƚĂƌŶĂƐƉĂƵƚĂƐŝŶĨŽƌŵĂƟǀĂƐ͘ŵĞƚĂƉƌĞĐşƉƵĂĠƐĞŐƵŝƌŵŽ-
ĚĞůĂŶĚŽĐŽŵƉŽƌƚĂŵĞŶƚŽƐĞĐŽŶƐĐŝġŶĐŝĂƐ͕ďĞŵĐŽŵŽŝŶŇƵĞŶĐŝĂŶĚŽĂŐĞŶ-
ĚĂƐƉƷďůŝĐĂƐĞƉƌŝǀĂĚĂƐ͘ĂďĞƉĞƌŐƵŶƚĂƌƋƵĂŶĚŽ͕ŽŶĚĞĞĚĞƋƵĞĨŽƌŵĂĂ
ƐŽĐŝĞĚĂĚĞĨŽŝĐŚĂŵĂĚĂĂŽƉŝŶĂƌ͕ĨŽƌĂĚĂƐƐŽŶĚĂŐĞŶƐĚŽŵĞƌĐĂĚŽ͕ƐŽďƌĞŽƐ
ĐŽŶƚĞƷĚŽƐƚƌĂŶƐŵŝƟĚŽƐ͘
EĂ ĞƐƐġŶĐŝĂ͕ ĂƐ ƉŽůşƟĐĂƐ ĚĞ ƉƌŽŐƌĂŵĂĕĆŽ ĂůŵĞũĂŵ Ă ŵĂdžŝŵŝnjĂĕĆŽ
ĚĞůƵĐƌŽƐ͕ĚĞŶƚƌŽĚĂƐĐŽŶǀĞŶŝġŶĐŝĂƐĚĂƐĨŽŶƚĞƐĐŽŶƚƌŽůĂĚŽƌĂƐĚĞĞŵŝƐƐĆŽ͘
WŽƌĐŽŶƐĞŐƵŝŶƚĞ͕ĂĚŝƐƚƌŝďƵŝĕĆŽĚĂƐŽĨĞƌƚĂƐƐŝŵďſůŝĐĂƐŐĞƌĂůŵĞŶƚĞǀŝŶĐƵůĂ
ĂƐĚŝĨĞƌĞŶĕĂƐƐŽĐŝŽĐƵůƚƵƌĂŝƐĂŽƐŝŶƚĞƌĞƐƐĞƐĐŽŵĞƌĐŝĂŝƐĞƐĞŝŶƐĐƌĞǀĞŵĂŝƐŶĂ
ſƌďŝƚĂĚĂƐĞdžŝŐġŶĐŝĂƐŵĞƌĐĂĚŽůſŐŝĐĂƐĚŽƋƵĞƉƌŽƉƌŝĂŵĞŶƚĞŶĂƐǀĂƌŝĞĚĂĚĞƐ
ƋƵĂůŝƚĂƟǀĂƐŽƵĞŵƵƐƵĨƌƵƚŽƐĞƋƵąŶŝŵĞƐĚĞĐŽŶŚĞĐŝŵĞŶƚŽƐĞŝŶĨŽƌŵĂĕƁĞƐ͘
ŵĞĚŝĚĂƋƵĞĞƐƐĂĐŽŶĮŐƵƌĂĕĆŽƐĞĐƌŝƐƚĂůŝnjĂ͕ƌĞĚƵnjͲƐĞŽĐĂŵƉŽĚĞ
manobra para um desenvolvimento equilibrado e estável dos sistemas de
ĐŽŵƵŶŝĐĂĕĆŽĞĂŐƌĂǀĂŵͲƐĞĚĞƐĐŽŵƉĂƐƐŽƐĞƐƚƌƵƚƵƌĂŝƐĞŵĄƌĞĂĞƐƚƌĂƚĠŐŝĐĂ

524 \R. EMERJ, Rio de Janeiro, v. 18, n. 67, p. 516 - 3525, jan - fev. 2015 \
ĚĂǀŝĚĂƐŽĐŝĂů͕ĂůĠŵĚĞƐĞƌĞŵĞƐƚƌĞŝƚĂĚĂƐĚƌĂŵĂƟĐĂŵĞŶƚĞĂƐŵĂƌŐĞŶƐĚĞ
ƉůƵƌĂůŝĚĂĚĞŝŶĨŽƌŵĂƟǀĂĞĐƵůƚƵƌĂů͘
ĂşĂƵƌŐġŶĐŝĂĚĞƌĞĐůĂŵĂƌŵŽƐĚŝǀĞƌƐŝĚĂĚĞŽŶĚĞŚŽũĞǀŝŐŽƌĂĂĐŽŶ-
ĐĞŶƚƌĂĕĆŽŵŽŶŽƉſůŝĐĂ͘ŝǀĞƌƐŝĚĂĚĞƐĞĂůĐĂŶĕĂĐŽŵůĞŐŝƐůĂĕƁĞƐĞƉŽůşƟĐĂƐ
ƉƷďůŝĐĂƐƋƵĞƌĞĐŽŶŚĞĕĂŵĂĐŽŵƵŶŝĐĂĕĆŽĐŽŵŽĚŝƌĞŝƚŽŚƵŵĂŶŽĞĞƐƚĂďĞ-
ůĞĕĂŵĐŽŶĚŝĕƁĞƐĞƋƵŝƚĂƟǀĂƐĞƚƌĂŶƐƉĂƌĞŶƚĞƐƉĂƌĂŽĨƵŶĐŝŽŶĂŵĞŶƚŽĚĂƌĂ-
ĚŝŽĚŝĨƵƐĆŽƐŽďĐŽŶĐĞƐƐĆŽƉƷďůŝĐĂ͘WƌĞƐƐƵƉƁĞǀĂůŽƌŝnjĂƌŽƉĂƉĞůĚŽƐƚĂĚŽ
ĐŽŵŽŝŶƐƚąŶĐŝĂĐĂƉĂnjĚĞŝŵƉƵůƐŝŽŶĂƌŵĞĐĂŶŝƐŵŽƐĚĞƌĞŐƵůĂĕĆŽĚĂŵşĚŝĂ͕
ĚĞ ĨŽŵĞŶƚŽ ă ĐŽŵƵŶŝĐĂĕĆŽ ŶĆŽ ŵĞƌĐĂŶƟůŝnjĂĚĂ͕ ă ƉƌŽĚƵĕĆŽ ĂƵĚŝŽǀŝƐƵĂů
ŝŶĚĞƉĞŶĚĞŶƚĞƐ Ğ ĂŽƐ ŵĞŝŽƐ ĐŽŵƵŶŝƚĄƌŝŽƐ͕ ĂůƚĞƌŶĂƟǀŽƐ Ğ ƉƷďůŝĐŽƐ͕ ďĞŵ
ĐŽŵŽăƵŶŝǀĞƌƐĂůŝnjĂĕĆŽĚŽƐƵƐŽƐĞďĞŶĞİĐŝŽƐĚĂƐƚĞĐŶŽůŽŐŝĂƐĞƌĞĚĞƐ͘^Ă-
ďĞŵŽƐƚƌĂƚĂƌͲƐĞĚĞďĂƚĂůŚĂĄƌĚƵĂ͕ƉƌŽůŽŶŐĂĚĂĞĚŝİĐŝů͕ƚĞŶĚŽĞŵǀŝƐƚĂŽ
ƉŽĚĞƌĚĞĨŽŐŽĚĂŵşĚŝĂ͕ƋƵĞŽďƐƚƌƵŝŽĚĞďĂƚĞ͕ĚŝĮĐƵůƚĂŽĞƐĐůĂƌĞĐŝŵĞŶƚŽ
ĚĂƐŽĐŝĞĚĂĚĞ͕ŶĞƵƚƌĂůŝnjĂŽƉĞŶƐĂŵĞŶƚŽĐƌşƟĐŽĞƌĞĐŚĂĕĂƋƵĂůƋƵĞƌŵĞĚŝĚĂ
ƋƵĞƉŽƐƐĂĂĨĞƚĂƌƐĞƵƐƉƌŝǀŝůĠŐŝŽƐĞƉƌĞƚĞŶƐƁĞƐ͘
DĂƐ͕ŶŽƐŵĂƌĐŽƐĚŽĞƐƚĂĚŽĚĞĚŝƌĞŝƚŽĚĞŵŽĐƌĄƟĐŽ͕ƚŽƌŶĂŵͲƐĞĨƵŶ-
ĚĂŵĞŶƚĂŝƐĐĂŵƉĂŶŚĂƐƉĞƌŵĂŶĞŶƚĞƐĞƉƌĞƐƐƁĞƐŽƌŐĂŶŝnjĂĚĂƐƉŽƌƐŝƐƚĞŵĂƐ
ĚĞĐŽŵƵŶŝĐĂĕĆŽĞƐƚƌƵƚƵƌĂĚŽƐĞŵŵŽůĚĞƐĚĞŵŽĐƌĄƟĐŽƐ͕ŶŽƐƋƵĂŝƐƉŽƐƐĂŵ
se exprimir as mais diferentes vozes sociais, sem submissão aos crivos e
ƐĞŶƚĞŶĕĂƐĚĂŵşĚŝĂĞŵƉƌĞƐĂƌŝĂů͘ƐƚĆŽĞŵũŽŐŽĂůŝďĞƌĚĂĚĞĚĞĞdžƉƌĞƐƐĆŽ͕
ĂƐĂƐƉŝƌĂĕƁĞƐĚĂĐŝĚĂĚĂŶŝĂĞŽƐĚŝƌĞŝƚŽƐŝŶĚŝǀŝĚƵĂŝƐĞĐŽůĞƟǀŽƐ͘Y

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