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display: block; text-align: center; cursor: pointer; width: 304px; height: 320px;" /></a><span style="font-style: italic;">Alice, a lebre, o gato e o Chapeleiro</span><br /></div><br />(texto originalmente publicado no Suplemento Cultural <span style="font-style: italic;">Pernambuco</span>, edi莽茫o de abril de 2009)<br /><br />Tenho medo, muito medo mesmo, dos puristas. Mas antes um puritanismo 脿s claras do que a cultura do deus-dar谩 disfar莽ada de <span style="font-style: italic;">avant garde</span>. O campo minado do jornalismo 茅 terreno fertil铆ssimo para a defesa da anarquia e frouxid茫o da 茅tica disfar莽adas de <span style="font-style: italic;">mudernidade</span>.<br /><br />Quem insiste num m铆nimo de rigor de m茅todo e respeito a regras simples no jornalismo pode ser facilmente taxado de <span style="font-style: italic;">d茅mod茅</span> nos dias contempor芒neos, acusado de ir contra a mar茅 da democratiza莽茫o do p贸lo emissor, de querer refrear a onda libert谩ria da comunica莽茫o de todos para todos ou de viver numa era que j谩 passou.<br /><br />Eu sou a favor de tudo isso: democratizar o acesso, proporcionar que outras fontes e outras vozes n茫o s贸 apare莽am na imprensa, como tamb茅m produzam conte煤do, de se fazer um jornalismo sobre o comum das gentes, calcado n茫o apenas em efem茅rides e em fatos ‘obrigat贸rios’. Mas nem por essas raz玫es eu me permito aderir 脿 hibridiza莽茫o do jornalismo com a publicidade, por exemplo.<br /><br />E que n茫o me venham com a j谩 enfadonha e indigesta discuss茫o do “n茫o existe objetividade e imparcialidade poss铆vel” na atividade jornal铆stica. E n茫o existe mesmo, naturalmente, mas Walter Lippman j谩 cutucava os poss铆veis detratores dos jornalistas, na d茅cada de ’20 do s茅culo passado, lembrando que o m茅todo de investiga莽茫o jornal铆stica 茅 que precisa ser objetivo, n茫o os jornalistas.<br /><br />Mesmo descontando o tom, por vezes, catastr贸fico (do qual comungo), o pesquisador em Comunica莽茫o Leandro Marshall cunhou o termo “jornalismo transg锚nico” para descrever o que seria essa forma ‘h铆brida’ entre os g锚neros jornal铆stico e publicit谩rio. Essa hibridiza莽茫o responderia pelo fato de um g锚nero com finalidade publicit谩ria (release ou texto produzido por uma assessoria de imprensa para divulgar temas de interesse de um cliente) trazer o formato de um g锚nero de dom铆nio jornal铆stico (mat茅ria, reportagem, texto jornal铆stico). Esse filhote interg锚neros pode ser visto facilmente, quase que todos os dias, em ve铆culos de comunica莽茫o mundo afora.<br /><br />Um exemplo s茫o os famigerados encartes, sem diferencia莽茫o tipogr谩fica ou mesmo de estilo editorial, publica莽玫es pagas por institui莽玫es p煤blicas e privadas, geralmente um resumo – em forma de reportagens – do que tal empresa realizou num determinado per铆odo de tempo.<br /><br />Prefeituras e estatais s茫o campe茫s desse tipo de ‘servi莽o jornal铆stico’, que, n茫o custa ressaltar, muitas vezes n茫o vem identificado como material de cunho publicit谩rio, e n茫o poucas vezes 茅 escrito, fotografado e editado pelos mesmos profissionais que fazem parte do corpo de jornalistas contratados desse ve铆culo. Ou seja, os jornalistas que escrevem esses textos ‘encomendados’ s茫o os mesmos que trabalham para levar ao p煤blico informa莽玫es conseguidas atrav茅s do trabalho di谩rio de apura莽茫o.<br /><br />脡 claro que s茫o os an煤ncios que fazem o jornalismo andar e existir, e a rela莽茫o entre essas duas esferas, apesar de tantos aspectos diferentes em rela莽茫o 脿 forma, conte煤do e at茅 objetivos, possuem v谩rios pontos de converg锚ncia. A passagem do jornalismo com fun莽茫o propagandista para a informativa, por exemplo, s贸 foi poss铆vel ap贸s a desvincula莽茫o econ么mica dos jornais dos financiamentos pol铆ticos, ainda no s茅culo 19, como ressalta o te贸rico portugu锚s N茅lson Traquina.<br /><br />S贸 com as receitas publicit谩rias, ou na transforma莽茫o do jornalismo em neg贸cio e n茫o mais apenas instrumento de dissemina莽茫o ideol贸gico-partid谩ria, 茅 que os ve铆culos adquiriram mais independ锚ncia. No Brasil, o primeiro jornal di谩rio a circular, o Di谩rio do Rio de Janeiro, fundado em 1821, inaugurou o periodismo de an煤ncios e informa莽玫es no Pa铆s. Publicava pre莽os de produtos, an煤ncios de compra e venda, informes de propaganda e particulares e, assim, apresentava um panorama do dia-a-dia dos 160 mil habitantes da cidade de ent茫o.<br /><br />O n贸 da quest茫o reside no prop贸sito, no compromisso maior – ao menos em teoria – desses dois lados da moeda. Natural que o jornal ou a revista n茫o ir谩 publicar, com raras exce莽玫es, not铆cias que sejam prejudiciais aos propriet谩rios, aliados pol铆ticos e parceiros comerciais. Mas o compromisso final, aquele que deveria nortear as suas a莽玫es, continua sendo o interesse p煤blico. Ao passo em que o fim e o meio do campo publicit谩rio e comercial 茅 o cliente.<br /><br />O jornalismo desenvolvido via acordos comerciais, apesar de se valer de algumas t茅cnicas e preocupa莽玫es inerentes 脿 atividade jornal铆stica, aproxima-se sobremaneira do terreno publicit谩rio. O que n茫o seria nenhum pecado capital caso ficasse claro, ao leitor, de onde e por quem se fala. Dar nome aos bois j谩 seria uma tremenda atitude de lealdade e respeito para com o cidad茫o que pensa estar comprando uma lebre de informa莽茫o, mas que no final das contas acaba levando mesmo 茅 gato disfar莽ado. <div style='clear: both;'></div> </div> <div class='post-footer'> <div class='post-footer-line post-footer-line-1'> <span class='post-author vcard'> Postado por <span class='fn' itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://www.blogger.com/profile/00589795635503308108' itemprop='url'/> <a class='g-profile' href='https://www.blogger.com/profile/00589795635503308108' rel='author' title='author profile'> <span itemprop='name'>Adriana Santana</span> </a> </span> </span> <span class='post-timestamp'> 脿s <meta content='http://jornalismocordial.blogspot.com/2009/04/jornalismo-de-gatos-e-lebres.html' itemprop='url'/> <a class='timestamp-link' href='http://jornalismocordial.blogspot.com/2009/04/jornalismo-de-gatos-e-lebres.html' rel='bookmark' title='permanent link'><abbr class='published' itemprop='datePublished' title='2009-04-16T09:45:00-03:00'>09:45</abbr></a> </span> <span class='post-comment-link'> <a class='comment-link' href='https://www.blogger.com/comment/fullpage/post/1428776123753975897/1868914120611152110' onclick=''> Um coment谩rio: </a> </span> <span class='post-icons'> <span class='item-action'> <a href='https://www.blogger.com/email-post/1428776123753975897/1868914120611152110' title='Enviar esta postagem'> <img alt='' class='icon-action' height='13' src='https://resources.blogblog.com/img/icon18_email.gif' width='18'/> </a> </span> <span class='item-control blog-admin pid-1298794222'> <a href='https://www.blogger.com/post-edit.g?blogID=1428776123753975897&postID=1868914120611152110&from=pencil' title='Editar postagem'> <img alt='' class='icon-action' height='18' src='https://resources.blogblog.com/img/icon18_edit_allbkg.gif' width='18'/> </a> </span> </span> <div class='post-share-buttons goog-inline-block'> </div> </div> <div class='post-footer-line post-footer-line-2'> <span class='post-labels'> Marcadores: <a href='http://jornalismocordial.blogspot.com/search/label/%C3%A9tica' rel='tag'>茅tica</a>, <a href='http://jornalismocordial.blogspot.com/search/label/jornalismo%20transg%C3%AAnico' rel='tag'>jornalismo transg锚nico</a> </span> </div> <div class='post-footer-line post-footer-line-3'> <span class='post-location'> </span> </div> </div> </div> </div> </div></div> </div> <div class='blog-pager' id='blog-pager'> <span id='blog-pager-older-link'> <a class='blog-pager-older-link' href='http://jornalismocordial.blogspot.com/search/label/jornalismo%20transg%C3%AAnico?updated-max=2009-04-16T09:45:00-03:00&max-results=20&start=20&by-date=false' id='Blog1_blog-pager-older-link' title='Postagens mais antigas'>Postagens mais antigas</a> </span> <a class='home-link' href='http://jornalismocordial.blogspot.com/'>P谩gina inicial</a> </div> <div class='clear'></div> <div class='blog-feeds'> <div class='feed-links'> Assinar: <a class='feed-link' href='http://jornalismocordial.blogspot.com/feeds/posts/default' target='_blank' type='application/atom+xml'>Postagens (Atom)</a> </div> </div> </div></div> </div> <div id='sidebar-wrapper'> <div class='sidebar section' id='sidebar'><div class='widget Image' data-version='1' id='Image2'> <h2>ProNormas</h2> <div class='widget-content'> <a href='http://www.pronormas.com'> <img alt='ProNormas' height='135' id='Image2_img' src='https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiAr9UGppcSNGgGRU5sJSM_82BYDQLhxAtvJoSaDFFrvSSkaCvpbF5-8EMZf9v7iRTvC6lgtMhePGOEmRhBpT3caqrSrj1qjAEREobVFGEp0dlM6zJYMSufDbhJW6upKmVDklcMSSTW6CuO/s150/pronormas_novo.jpg' width='150'/> </a> <br/> <span class='caption'>Consultoria em Trabalhos Acad锚micos</span> </div> <div class='clear'></div> </div><div class='widget Image' data-version='1' id='Image5'> <h2>Diorama Comunica莽茫o</h2> <div class='widget-content'> <a href='http://www.dioramacomunicacao.com'> <img alt='Diorama Comunica莽茫o' height='150' id='Image5_img' src='https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEivTMpK3kvUtIslPv5_nNqFNWOdn53YKqCRphV8rv5-dr4rDwn5lDBBXigaDqzbXFoWug2PNRx2U7jnew7Xn7u8BrwbO1ssK2Hluxw9dLS5Vnl6eeqro_MdBJuNLKS29I5M9uCSJS1SpG0s/s220/diorama.png' width='150'/> </a> <br/> <span class='caption'>Quer aparecer? 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href='http://jornalismocordial.blogspot.com/search/label/cad%C3%AA%20a%20investiga%C3%A7%C3%A3o%20que%20%27tava%20aqui%3F'>cad锚 a investiga莽茫o que 'tava aqui?</a> <span dir='ltr'>(1)</span> </li> <li> <a dir='ltr' href='http://jornalismocordial.blogspot.com/search/label/chamem%20a%20SWAT'>chamem a SWAT</a> <span dir='ltr'>(1)</span> </li> <li> <a dir='ltr' href='http://jornalismocordial.blogspot.com/search/label/continuo%20a%20nadar'>continuo a nadar</a> <span dir='ltr'>(1)</span> </li> <li> <a dir='ltr' href='http://jornalismocordial.blogspot.com/search/label/corujice'>corujice</a> <span dir='ltr'>(1)</span> </li> <li> <a dir='ltr' href='http://jornalismocordial.blogspot.com/search/label/curso'>curso</a> <span dir='ltr'>(1)</span> </li> <li> <a dir='ltr' href='http://jornalismocordial.blogspot.com/search/label/curso%20de%20extens%C3%A3o'>curso de extens茫o</a> <span dir='ltr'>(1)</span> </li> <li> <a dir='ltr' 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dir='ltr' href='http://jornalismocordial.blogspot.com/search/label/o%20pior%20legado%20de%20Maquiavel'>o pior legado de Maquiavel</a> <span dir='ltr'>(1)</span> </li> <li> <a dir='ltr' href='http://jornalismocordial.blogspot.com/search/label/objetividade%28%3F%29'>objetividade(?)</a> <span dir='ltr'>(1)</span> </li> <li> <a dir='ltr' href='http://jornalismocordial.blogspot.com/search/label/os%20outros'>os outros</a> <span dir='ltr'>(1)</span> </li> <li> <a dir='ltr' href='http://jornalismocordial.blogspot.com/search/label/passa%20amanh%C3%A3%20que%20hoje%20eu%20t%C3%B4%20viajando'>passa amanh茫 que hoje eu t么 viajando</a> <span dir='ltr'>(1)</span> </li> <li> <a dir='ltr' href='http://jornalismocordial.blogspot.com/search/label/pesquisa'>pesquisa</a> <span dir='ltr'>(1)</span> </li> <li> <a dir='ltr' href='http://jornalismocordial.blogspot.com/search/label/pompeu%20de%20toledo'>pompeu de toledo</a> <span dir='ltr'>(1)</span> </li> <li> <a dir='ltr' 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href='http://www.dennis-knake.de/'>DIW</a></li> <li><a href='http://evocecomisso.blogspot.com/'>E voc锚 com isso?</a></li> <li><a href='http://www.fnpi.org/'>Fundacion para un Nuevo Periodismo Iberoamericano</a></li> <li><a href='http://gpestudosemjornalismo.blogspot.com/'>GP Estudos em Jornalismo</a></li> <li><a href='http://gjol.blogspot.com/'>Grupo de Pesquisa em Jornalismo On-line</a></li> <li><a href='http://lambidadigital.blogspot.com/'>Lambida Digital</a></li> <li><a href='http://monitorando.wordpress.com/'>Monitorando</a></li> <li><a href='http://jornalismocontemporaneo.wordpress.com/'>N煤cleo de Jornalismo e Contemporaneidade</a></li> <li><a href='http://www.pebodycount.com.br/'>PE Body Count</a></li> <li><a href='http://praticaradical.blogspot.com/'>Pr谩tica Radical</a></li> <li><a href='http://www.portalcomunicacion.com/esp/comunidad.asp'>Red de estudiantes de doctorado sobre comunicaci贸n</a></li> <li><a href='http://www.reporteresdebicicleta.blogger.com.br/'>Rep贸rteres de 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