The construction of the other in a Brazilian weekly magazine

José Luiz Aidar Prado


Postmodern thought considers, in general, otherness as absolute. Bernstein (1991) denies such absoluteness, as there is always a possibility of failure in doing justice to the otherness; we should assume the responsibility of acknowledging the otherness of the Other. In this article I propose to examine the possibility of regarding the relationship between the reader and the media as ethical, that is, respecting otherness. To do so, we counterbalance the bernsteinian view with other stances, confronting communitarian authors and non-communitarian ones. What would be the meaning of the Reader’s unfaithfulness in terms of a reading and communication contract? We intend to answer such questions on the basis of a thematic and discursive examination of the Brazilian weekly magazine Veja (approximately one million issues weekly), particularly analyzing how otherness is constructed in the cover stories dealing with topics such as violence and punishment, wealth and poverty.


Media ; weekly magazines ; discourse ; violence ; media education ; poverty ; Veja Magazine

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ISSN da versão online: 1981-9854

ISSN da versão impressa (descontinuada a partir de 2008): 1808-4079

Datas de publicação da revista

30 de abril - 30 de agosto - 30 de dezembro


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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.