Capricho Week: a recepção da revista em suas multiplataformas digitais

Abstract

This paper proposes to investigate the reception of the magazine Capricho in its multiplatforms, in order to identify the different reading practices by the readers, and to understand how the identification with the magazine occurs, in a context of media convergence. The research uses as basis the reception studies, and part of a qualitative research approach, combining bibliographic, exploratory and empirical steps and procedures. In the bibliographic research, papers were identified for the formation of the theoretical framework of the present research; the exploratory stage was carried out in two phases: description of the digital presence of the magazine and mapping of groups and unofficial pages of Capricho magazine, created by the readers themselves. The empirical stage was characterized by the application of questionnaires, based on the exploratory research. After the application of questionnaires, interviews were conducted with four readers so that the answers could be deepened. Through the results obtained, the low adherence of reading from the mobile application and the preference of pages and profiles in social networking sites was concluded. Among the main reading practices that mark this context are the interaction with friends from markings on social networks or sending prints; the practice of reading practices in conjunction with other people in person. The readers' identification with the magazine comes mainly from the change of their editorial project that values several types of feminine characteristics and personalities.