Produção e recepção de conteúdos na imprensa feminina

: a revista Máxima como estudo de caso

Abstract

This internship report is based on a work placement of six months at Máximamagazine. The theoretical and practical research, supervised by Professor Rogério Santos,focuses on the production and reception of contents within women‟s press, using as a casestudy several Máxima products (paper magazine, website, blog, Facebook, Twitter), whichimplies that we observed editorial, audiovisual and multimedia contents.Just like any other medium, fashion magazines carry the basic procedures of thecommunicative process: the production and reception of information. Specializedaccording to a particular type of audience – women, in this instance –, the characteristics ofwomen's press contents differ from other publications due to their specific practices. Thus,the aim of this report is to draw from the literature, as well as the analysis of the collecteddata regarding the main productive and receptive practices inherent of this type of medium.The report is divided into three chapters. The first one consists of a description andcontextualization of the Máxima brand, as well as a journal of the internship, in which themain experiences are described. We can find the theoretical component in the secondchapter, which considers concepts such as Fashion, Beauty and Consumption, as well asdeveloping the main ideas of Journalism, Economic Structures of the Press, Women‟sPress, and Representation and Image of Women in the Press. The third chapter contains thepractical work carried out by the researcher, which makes a content analysis of thecollected data through different techniques. The creation of short news for the Máximawebsite was the main task performed by the trainee and, therefore, the analysis focusesprimarily on the news and on the online content (website and Facebook), although theeditorial meetings and the paper magazine are also taken in consideration regarding thisstudy. The data collection was made through grids, tables, interviews and surveys.The main conclusions show that fashion and beauty are the most knowledgeableand sought topics; whilst also showing women's magazines are heavily dependent onadvertising.

Date of Award	2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rogério Santos (Supervisor)