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The aim of this paper is to analyze reader's place of speech in the Globo Rural magazine. To do that, the communication theories that focus the active role of the reception in the circularity of the communicative process are used. The corpus consists of 1170 texts published in the opinion section of 30 editions of the magazine between 1985 and 2015. The study uses a qualitative approach to investigate the place of speech that is demarked in the interaction between the public and the magazine and aims to connect it to the decoding positions, when assumed by the readers. The results show that the textual genre and the editorial format establish an inter-relation with the media consumers and, although the mediation through dialogue with an imagined rural subject is evident, it is not exclusive. [ABSTRACT FROM AUTHOR]