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Copyright of Comunicação, Mídia e Consumo is the property of Escola Superior de Propaganda e Marketing and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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]

Copyright of Geo UERJ is the property of Editora da Universidade do Estado do Rio de Janeiro (EdUERJ) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The aim of this study is to identify the main representations of the rural in Globo Rural television reports. The theoretical discussion articulates the conceptions of place of speech and representations as well as discusses the meanings of culture and rurality. The methodology looks for the matrices of meaning employed by the program to talk about the rural. The corpus is composed of 14 TV news reports, extracted from editions of the program that were displayed between the months of March and May 2014. In the analysis, these reports are structured in four thematic categories, which are used to understand the representations of rurality in the program. [ABSTRACT FROM AUTHOR]