The market for Brazilian publishing technical disclosure: the case of physical activity and training (part 1)
What is a thematic journal? The answers are varied and often conflicting. Let's go through this issue by the levels of actors in the process of producing, trading and consuming this item.
begin with the consumer, which will be the focus of this text. The consumer consumes four things in a magazine: information, entertainment, values and other items of group identity, and finally, emotional comfort. There are overlapping. There are also contradictions, and serious.
The first contradiction concerns the nature and role of information in a thematic journal. Much of the thematic and technical journals. Except by magazines erotic / porn, and a few other esoteric, almost everything is technical and largely scientific. We live in a scientific and highly technological society in which these components are embedded in any merchandise, information or action of individuals.
The information therefore has two main functions: to optimize a decision to expand its consumer and the "situation model" of consumer information about the content. Both functions increase the amount of control and power of the consumer information about their individual actions with respect to information content. Several models attempt to explain the relationship between the quality (language, vocabulary, approach, depth, freedom, transparency, inclusiveness, etc..) quality and quantity of info about the decision which affects this information. These models have focused on individual decision, albeit in a social context. Already ampliaçãoe / or updating the "situation model" concerns the relationship of consumer information with a certain context, socially shared .
Say Magazine theme is about cars. Information of good quality and quantity on a system of innovation in fuel use can determine a user's decision about buying a vehicle. You can also show him that the technological route of fuel control systems shows a trend. Aware of this, the information user has greater control over the major themes of fuel systems on fuel-efficient vehicles. Become a most powerful actor, because it has more tools to communicate with other actors (sellers or the vehicles of information). Becomes more costly to the merchant to "push" that a consumer commodity makeup or false information. I find unnecessary to transfer the case to the area of physical conditioning and training, where empurroterapia is what dominates the market.
Thus, information of good quality and quantity increases the critical power and efficiency of decision making of its consumer, generating a virtuous circle (from the standpoint of consumer interests): scale, consumers gradually shape a market of info object An Information the increasingly sophisticated and capable. This, however, is the subject of the next text (produçãoe marketing information).
having brushed the information, let us turn to the consumption of entertainment. A not negligible consumer magazine theme is more interested in content as entertainment than as a tool of empowerment. People generally forget that the educated person is happy by obtaining new information. Pleasure can come from the buzz about the positive elements of the contents of this information (a rare species of white lions are reproducing, for example), and the unusual (monkeys quantify with pebbles), as to funny or as to the form (language, vocabulary).
From the standpoint of the consumer, entertainment and "empower" (to power) are contradictory. From the standpoint of both producer and marketer of information, almost always are in our country.
The question of values is serious. In biological science communication, for example, until today not easy to confront "the best research evidence" racist and sexist ideas about gender and ethnic superiority, even if it (the superior) is a travesty of "difference & rdquo ;. In our case, very serious moral prod wounds, such as moderation, normalcy and naturalness. The speech is the majority of medicine and the industries that feed it, like pharmaceuticals. Thus, the exercise should be moderate, there is a normal weight and a natural shape or functionality. It is subversive to say that with such moderate exercise cardio-vascular diabetic foot will lose, there is no normal weight, but body composition appropriate to the individual and the nature optimized to play in, and not to live in quality or enjoyment. The advertisements in the area of training and conditioning always show the famous tape tummy, the display of balançae a gang of white youths and ever-of the same height (a normal curve flat).
Finally, there is the question of emotional comfort. The content of information, dramatically inconsistent with the moral values of the consumer, can cause discomfort. We must not forget that people have a strong urge of belonging that makes them cling obstinately to the value of normality. In desperation, can not see that normality is socially constructed by the other actors - media, pharmaceutical industry, fashion industry, other health professionals - is a Ficca will unattainable, and not a major segment of the population ("norm"). The lie that a standardized training circuit, without strength, without the slightest foundation saline, three times a week in a correct environment in the hypnotic woman what she sees as "deviations" is almost impossible to combat. The proof is the multiplication of academies that follow this model.
publishing market, unfortunately, is not in disagreement with this trend.
About him speak next. Today we are left with the consumer.
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