Identity in the media

the midiatization of Oktoberfest by the magazine and the agency Alto Falante

Abstract

The proposed article is part of the efforts to build a dissertation work that is underway within the Postgraduate Program in Letters (PPGL) of the University of Santa Cruz do Sul (Unisc) and which is also linked to the research group " Mediatized Journalism and Circulation "of the" Group of studies on literary and media narratives "(Genalim / CNPQ), where we intend to understand how the process of mediatization interfered in the identity constitution of Santa Cruz do Sul from the narrative of the Alto Falante - press agency which circulated in Santa Cruz do Sul in the 1980s and which comprised a magazine and a communication agency - about Oktoberfest - in the municipality. Contributing to this, this article will aim to survey the way in which this said process took place, both from the perspective of the magazine and the agency, looking at the production grammars. The work will begin one by one review the bibliography about Mediatization, which is our basic theory, so that we can understand what it is and how it occurs. We will have as a basis the theoretical texts of Eliseo Verón (2013, 2014) and those who maintain their research in the same line of thought as Fausto Neto (2006), Soster (2009), Morelli and Renó (2016). The next step will be to use this knowledge to analyze the magazine's publications, in order to find the elements that characterized the Oktoberfest mediatization process in its pages. We will use as a method the cataloging of texts (articles, reports, specials, advertisements, etc.) and images (photographs, advertisements, etc.), as well as the separation of extracts from texts considered important. We will also use interviews that took place over the years 2018 and 2019 - within the scope of an extension project of Unisc, entitled A Alto Falante and the rescue of the memory of magazine journalism in Santa Cruz do Sul - with several founders, directors , editors and contributors, both from the magazine and from the Alto Falante agency, in order to understand what the agency's activities were in relation to Oktoberfest, make a survey of this information, cataloging the data collected during the recorded conversations, to later understand how it happened mediatization from the agency as well. We believe that, based on this, it will be possible to present in detail the ways in which the mediatization process has helped to build the image of Oktoberfest and the role of the magazine in this scenario. We also believe that this is a very important step so that, afterwards, with the continuation of the dissertation work, we can understand the effective role that mediatization played in the reconfiguration of the sense of Germanic identity in Santa Cruz do Sul.