Uma renovação de contrato: a revista Elle Brasil e sua aproximação com o leitor através do grupo do facebook

Abstract

The Facebook group "ELLE, the group" triggered a contract renovation by ELLE Brasil magazine. Along with it's resurgence, since it had been cancelled in 2018, the magazine presents the idea of a group made by and for readers. The group currently has more than 3 thousand members and it is a source of various possibilities of contract renovation. With the possibility to comment, like and interact, along with the resurgence of ELLE Brasil comes the resurgence of the reading contract with readers who were already faithful and expressed missing the publication. With this paper we intend to show how ELLE Brasil renewed their contract of reading with the interaction on their reissue through the creation of the Facebook grupo "ELLE, the group". In order to do so, we will get into the characteristics of the magazine, through Benetti (2010) and Ali (2009), the bond with the reader, through Ali (2009) and Verón (2009), and the functioning of Facebook's platform, through Van Dijck, Waal and Paul (2018). The analysis of the creation of this reading bond has moments we believe have been transformative for the contract renovation. And, mainly, how the forms of interaction created in this group strengthens this bond.