The journalism made for the community and inserted in the “new spirit of capitalism”: a case study of the Alô Comunidade journal

The present study analyzes the Alô Comunidade newspaper, a monthly publication of the ThyssenKrupp CSA (TKCSA) steel company. Due to the fact that the newspaper is a requirement of an extrajudicial agreement proposed by an environmental agency as a way to publicize measures to compensate for the socio-environmental impacts generated by the company; to the fact that it is made by the company; and that its target audience is the affected community, we attempted to assess what kind of journalism is produced by the journal, taking into account these three factors. We also reflected on journalism within a process resulting from the recent changes in the spirit of capitalism, which entails broadening business rationality and its means of domination and control to include social relations. To do so, we analyze Alô Comunidade issues from January 2012 to December 2016.

Keywords
Journalism made for the community; New spirit of capitalism; Extrajudicial agreements; Alô Comunidade newspaper; ThyssenKrupp CSA (TKCSA)

Rodrigo Nuñez Viégas

Sociologist, MS in Sociology and Anthropology and PhD in Urban and Regional Planning from the Federal University of Rio de Janeiro (UFRJ). Currently works as a professor of the schools of Journalism and Advertising at the University Center of Volta Redonda (UniFOA) and as a Researcher for the Fishing Institute of the State of Rio de Janeiro Foundation (FIPERJ). Among his latest publications are: “O campo da resolução negociada de conflito: o apelo ao consenso e o risco do esvaziamento do debate político”, Revista Brasileira de Ciência Política, v.21, 2016; “Nuevos modelos neoliberales de gobierno: la construcción de resolución negociada del conflicto en Brasil”, Revista Administración Pública y Sociedad (APyS), 2016, co-authored by Raquel Giffoni and Luis Fernando Novoa Garzon; and “Negociação e acordo ambiental: o Termo de Ajustamento de Conduta (TAC) como forma de tratamento dos conflitos ambientais”, Rio de Janeiro: Fundação Heinrich Böll, 2014, co-authored by Raquel Giffoni and Luis Fernando Novoa Garzon. E-mail: mrviegas@gmail.com.

Livia dos Santos Mendes

Student of Journalism at the University Center of Volta Redonda (UniFOA). E-mail: livia.mendes@foa.org.br.

SCIMAGO INSTITUTIONS RANKINGS

Centro Universitário de Volta Redonda, Pró-Reitoria Acadêmica, Centro de Ciências Humanas e Sociais Aplicadas. Volta Redonda – RJ, Brasil. Governo do Rio de Janeiro, Secretaria de Estado de Desenvolvimento Regional, Abastecimento e Pesca, Fundação Instituto de Pesca do Estado do Rio de Janeiro. Rio de Janeiro – RJ, BrasilCentro Universitário de Volta RedondaBrasilVolta Redonda, RJ, BrasilCentro Universitário de Volta Redonda, Pró-Reitoria Acadêmica, Centro de Ciências Humanas e Sociais Aplicadas. Volta Redonda – RJ, Brasil. Governo do Rio de Janeiro, Secretaria de Estado de Desenvolvimento Regional, Abastecimento e Pesca, Fundação Instituto de Pesca do Estado do Rio de Janeiro. Rio de Janeiro – RJ, Brasil

Governo do Rio de Janeiro, Secretaria de Estado de Desenvolvimento Regional, Abastecimento e Pesca, Fundação Instituto de Pesca do Estado do Rio de Janeiro, Rio de Janeiro, RJ, BrasilGoverno do Rio de JaneiroBrasilRio de Janeiro, RJ, BrasilGoverno do Rio de Janeiro, Secretaria de Estado de Desenvolvimento Regional, Abastecimento e Pesca, Fundação Instituto de Pesca do Estado do Rio de Janeiro, Rio de Janeiro, RJ, Brasil

Centro Universitário de Volta Redonda, Centro de Ciências Humanas e Sociais Aplicadas, Curso de Comunicação Social – Jornalismo. Volta Redonda – RJ, BrasilCentro Universitário de Volta RedondaBrasilVolta Redonda, RJ, BrasilCentro Universitário de Volta Redonda, Centro de Ciências Humanas e Sociais Aplicadas, Curso de Comunicação Social – Jornalismo. Volta Redonda – RJ, Brasil

Figures

Figures (7)

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Figure 1
Charges against TKCSA

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Figure 2
News headline “CSA preserves the Sepetiba Bay mangrove and conducts studies to recover local fauna and flora”¹⁰ 10 “Since CSA began its operation in Santa Cruz, it has preserved the mangrove of Sepetiba Bay and conducts studies to understand the dynamic of its ecosystem and thus recover local fauna and flora. The first ste was to remove all trash – one of main causes of crab mortality. “Trash contaminates animal, destroys plant germination, and hinders the tides. Unfortunately, many people still dispose of their trash in rivers and slopes and rain ends up washing this trash into the mangrove”, explains Marcelo Silva, environment expert at CSA.”.

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Figure 3
The story is headlined as “Family Clinic: More health and quality of life”¹¹ 11 “Familiy Clinic: more health and quality of life. The new health care unit benefits 27 thousand inhabitants of the Reta João XXIII Complex and its neighboring communities. The unit has X-Rays and ultrasound equipment, a Gym, and special spaces for children, women and the elderly.”.

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Figure 4
News piece from Issue 1, January 2012¹³ 13 “ALÔ COMUNIDADE will be an easy and agile way for people to learn abou all that happens in Reta João XXIII and in Santa Cruz. It will also make daily life easier by providing tips and services.”.

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Figure 5
Excerpt from the Rules of the 6th edition (2016/2017) of the newspaper’s Community Reporter Cultural Contest¹⁵ 15 “6 – Text modality, theme and format. Candidates shall produce a one-page news piece about an event, a story, a local personality, a project, among other subjects that decipt the neighborhood of Santa Cruz. The focus shall always be to exalt and magnify positive aspects and stories of people that can inspire others in the community. Along with text, photos, and telephone contact of the characters in question.”.

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Figure 6
Excerpt from the Rules of the 6th edition (2016/2017) of the newspaper’s Community Reporter Cultural Contest¹⁶ 16 Participants are advised that they may be held legally accountable for any damage caused to third parties. If any of the irregularities set forth in these rules or in law is to happen, the participant, in addition to legal implications, shall lose the right to particioate in the Cultural Contest. If the contest winner is the one responsible for the irregularity, he shall not be entitled to the prize.

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Figure 7
Print screen of the PACS website

Figure 1 Charges against TKCSA

Source: Devised by the authors.

Figure 2 News headline “CSA preserves the Sepetiba Bay mangrove and conducts studies to recover local fauna and flora”¹⁰ 10 “Since CSA began its operation in Santa Cruz, it has preserved the mangrove of Sepetiba Bay and conducts studies to understand the dynamic of its ecosystem and thus recover local fauna and flora. The first ste was to remove all trash – one of main causes of crab mortality. “Trash contaminates animal, destroys plant germination, and hinders the tides. Unfortunately, many people still dispose of their trash in rivers and slopes and rain ends up washing this trash into the mangrove”, explains Marcelo Silva, environment expert at CSA.”.

Source: Issue 15, April 2013, p.2.

Figure 3 The story is headlined as “Family Clinic: More health and quality of life”¹¹ 11 “Familiy Clinic: more health and quality of life. The new health care unit benefits 27 thousand inhabitants of the Reta João XXIII Complex and its neighboring communities. The unit has X-Rays and ultrasound equipment, a Gym, and special spaces for children, women and the elderly.”.

Source: Issue 7, July 2012, cover.

Figure 4 News piece from Issue 1, January 2012¹³ 13 “ALÔ COMUNIDADE will be an easy and agile way for people to learn abou all that happens in Reta João XXIII and in Santa Cruz. It will also make daily life easier by providing tips and services.”.

Source: Issue 1, January 2012, p.3.

Figure 5 Excerpt from the Rules of the 6th edition (2016/2017) of the newspaper’s Community Reporter Cultural Contest¹⁵ 15 “6 – Text modality, theme and format. Candidates shall produce a one-page news piece about an event, a story, a local personality, a project, among other subjects that decipt the neighborhood of Santa Cruz. The focus shall always be to exalt and magnify positive aspects and stories of people that can inspire others in the community. Along with text, photos, and telephone contact of the characters in question.”.

Source: Available at: <https://www.thyssenkrupp-csa.com.br/media/img_publications/regulamento_concurso_reprter_comunitrio_sexta_edio2016.pdf>. Accessed on: March 15th, 2017.

Figure 6 Excerpt from the Rules of the 6th edition (2016/2017) of the newspaper’s Community Reporter Cultural Contest¹⁶ 16 Participants are advised that they may be held legally accountable for any damage caused to third parties. If any of the irregularities set forth in these rules or in law is to happen, the participant, in addition to legal implications, shall lose the right to particioate in the Cultural Contest. If the contest winner is the one responsible for the irregularity, he shall not be entitled to the prize.

Source: Available at: <https://www.thyssenkrupp-csa.com.br/media/img_publications/regulamento_concurso_reprter_comunitrio_sexta_edio2016.pdf>. Access on: March 15th, 2017.

Figure 7 Print screen of the PACS website

Source: Available at: <http://paretkcsa.org>. Accessed on: March 3^rd, 2017.

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Sociedade Brasileira de Estudos Interdisciplinares da Comunicação (INTERCOM) Rua Joaquim Antunes, 705, 05415-012 São Paulo-SP Brasil, Tel. 55 11 2574-8477 - São Paulo - SP - Brazil
E-mail: intercom@usp.br

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The journalism made for the community and inserted in the “new spirit of capitalism”: a case study of the Alô Comunidade journal

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[1] Rodrigo Nuñez Viégas

Sociologist, MS in Sociology and Anthropology and PhD in Urban and Regional Planning from the Federal University of Rio de Janeiro (UFRJ). Currently works as a professor of the schools of Journalism and Advertising at the University Center of Volta Redonda (UniFOA) and as a Researcher for the Fishing Institute of the State of Rio de Janeiro Foundation (FIPERJ). Among his latest publications are: “O campo da resolução negociada de conflito: o apelo ao consenso e o risco do esvaziamento do debate político”, Revista Brasileira de Ciência Política, v.21, 2016; “Nuevos modelos neoliberales de gobierno: la construcción de resolución negociada del conflicto en Brasil”, Revista Administración Pública y Sociedad (APyS), 2016, co-authored by Raquel Giffoni and Luis Fernando Novoa Garzon; and “Negociação e acordo ambiental: o Termo de Ajustamento de Conduta (TAC) como forma de tratamento dos conflitos ambientais”, Rio de Janeiro: Fundação Heinrich Böll, 2014, co-authored by Raquel Giffoni and Luis Fernando Novoa Garzon. E-mail: mrviegas@gmail.com.