00287 christmas images in the media in northeastern brazil the case of the state of piauí

Artigo

CHRISTMAS IMAGES IN THE MEDIA IN

BRAZIL: THE CASE OF THE STATE OF PIAUÍ

NORTHEASTERN

Maria das Graças Targino

Cristiane Portela de Carvalho

Maria das Graças TARGINO

CHRISTMAS IMAGES IN THE MEDIA IN NORTHEASTERN BRAZIL: THE CASE OF THE STATE OF PIAUÍ


Doctoral Candidate in Information Science, University of Brasília, Brasília – DF, Brazil Professor at the Higher Education Association University, Teresina – PI, Brazil

Universidade de Brasília Faculdade de Estudos Sociais Aplicados Departamento de Ciência da Informação e Documentação Coordenação de Pós-graduação em Ciência da Informação Doutorado em Ciência da Informação Campus Universitário – Asa Norte Caixa Postal 04561 70919-900 Brasília – DF, Brasil Fone: (061) 348-2840 Fax: (061) 273-8454 Associação de Ensino Superior do Piauí Curso de Processamento de Dados Rua Walfran Batista, 91 São Cristóvão 64052-800 Teresina – PI, Brasil Fone: (086) 232- 1886

Cristiane P. de CARVALHO Communications Consultant to the Union of Employees in Health and Social Welfare in

the State of Piauí

Sindicato dos Trabalhadores Federais em Saúde, Trabalho e Previdência Social no Estado do Piauí Rua Areolino de Abreu, 1690 Centro 64000-180 Teresina – PI, Brasil Fone: (086) 223-7962 Fax: (086) 223-3988

CORRESPONDING AUTHOR: MARIA DAS GRAÇAS TARGINO Av. Pres. Kennedy, 650 São Cristóvão 64052-800 Teresina – PI, Brasil Telefax: (086) 232-1007 e-mail [email protected]


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Abstract

Study of Christmas images in the press of Piauí, Brazil, based upon the Meio Norte

newspaper of Teresina (Piauí state capital) covering the period December 15-28, 1996.

A quantitative analysis, including the number of articles and the space occupied, is

based on these communication categories: (a) journalism; (b) publicity; (c) instruction;

(d) entertainment. Central themes, such as tradition versus innovation; space versus

time and public space versus private allow varied interpretation about the nature of

Christmas in Piauí. First of all, Christmas is a priority for the Piauiense press, with 561

articles and 21.432 cm/col. However, publicity reaches the best numbers and so it

influences in a negative way its rites and motivation; its structure and symbols,

including Santa Claus, who occupies the leadership among Christmas symbols. Here,

this religious celebration incorporates images from the global society, without

discarding national characteristics. However, its top priority is still local news,

omitting completely regional signs. The present time prevails, while the frontier

between the public and private spaces almost disappears, consolidating the strength of

the mass media.

Resumo

Estudo das imagens natalinas na imprensa escrita piauiense (Jornal Meio Norte,

Teresina - PI), durante o período de 15 a 28/12/96. Análise quantitativa, incluindo

número de matérias e espaço ocupado, com base nas categorias comunicacionais: (a)

jornalismo; (b) publicidade; (c) instrução; (d) diversão. Os eixos temáticos - tradição

versus inovação; espaço versus tempo; público versus privado - permitem

interpretações diversificadas sobre a natureza do Natal no Piauí. Os dados coletados e

analisados permitem concluir que se o Natal é tema prioritário para a mídia piauiense,

com 561 matérias e 21.432 cm/col., a publicidade prevalece, impregnando os ritos e

motivações, a estrutura e os elementos da Festa, inclusive a figura de Papai Noel, que

ocupa posição hegemônica, dentre os símbolos natalinos. O Natal do Piauí incorpora

signos da sociedade globalizada, sem descartar traços nacionais, mas sua tônica ainda

são as notícias de cunho local, com total omissão do regional. O presente prevalece,

enquanto a fronteira entre os espaços público e privado praticamente desaparece,

consolidando a força da mídia.


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1 INTRODUCTION

In the wake of globalization and the controversy surrounding its expansion, whether

seen as a social process which genuinely brings about transnational civilization,

guaranteeing equal access to the application of technology and to information at all levels,

or whether it is considered as an element which breaks down national boundaries and

sovereignties, the UNESCO Central Academic Authority (Cátedra) of Communication in

Brazil (UNESCO Central Academic Authority of Communication for Regional

Development) was established in November 1995, under the direct responsibility of a

university called Metodista de Ensino Superior. Almost immediately, it took upon itself the

task of showing that even if the remnants of isolationism and nationalism were being

bombarded, this should not necessarily turn globalization into a factor, which destroys

identities and local cultures. Consequently, in the same year, José Marques de Melo1

conducted an exploratory investigation with regard to Christmas images in the city of São

Paulo, Brazil. His basic postulation was that though Christmas celebrations would

incorporate images of a globalized society, there would still be space for images considered

national, regional and local. This hypothesis was partially confirmed because the Christmas

images in the São Paulo media were found to contain global and national symbols.

However, regional and local signs were absent.

Based upon the findings of this study, the UNESCO Central Academic Authority

(Cátedra) of Communication in Brazil laid the bases for a national comparative study,

National Network of Comparative Research (NNCR). The fundamental objective was to

study global/regional identities in Brazilian culture using the group of media images related

to the Christmas of 19962 as the referential background. This required not only making

contacts with other researchers in the different parts of the Federation, but also involved

elaborating a working document which contained the necessary guidelines to be followed,

such as defining the research universe, sample, and methods for gathering and analyzing

data.

Based upon these considerations, we will now discuss both quantitative and qualitative

data related to how the subject of Christmas in 1996 was treated by the written press in

Piauí, Brazil.


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2 UNIVERSE AND SAMPLE

The recommendation was that this nation-wide research should include prestige

newspapers whose definition was to be based upon such criteria as circulation (large sized

and/or wide distribution range) and impact (agent for forming public opinion). In the State

of Piauí, the study was restricted to daily editions of the Meio Norte (MN) of Teresina

(state capital), between December 15-28, 1996. A total of 14 editions was examined. We

believe that concentrating on the time period selected should help attain the objectives of

the study because it would allow for analyzing messages just before, during and just after

the Christmas celebrations. One advantage of this choice was that the coverage of the New

Year preparations would not be included. However, in order to give further information

about the object of research in question, some details of identification follow below.

TECHNICAL SPECIFICATIONS OF THE MEIO NORTE, Teresina - PI.

Background information

Newspaper title MEIO NORTE Founded January 1, 1995 Publisher Meio Norte Gráfica Editora Owner Paulo Delfino Fonseca Guimarães Executive editor Fenelon Rocha Editorial secretary Arimatéa Carvalho Kind of publication daily, Monday through Sunday Circulation – Daily 12.000 copies Circulation – Sunday 15.000 copies Circulation area almost all the 148 municipal districts of the State of Piauí, as well as

some areas in the East of the neighboring Maranhão State Paper format standard (33 cms. X 53 cms.) Printed area 1.749 cms2 Printed in black and colored Inserts : daily – four First Booklet (average number of pages - 10) City Rounds Booklet (average number of pages - 6) Alternative Booklet (average number of pages - 6) Classified Advertisements Booklet (average number of pages - 20) Inserts : periodicals – none ----------------------------------------------------------------------------------- Supplements: weekly – 11 average number of pages – 8 Supplements: fortnightly – 1 average number of pages – 8 Supplements Monday Business Tuesday Tourism Wednesday Computers Thursday For Teens Friday Subscribers’ Club (bi-weekly)


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Weekends Saturday Autos & Co. Woman Sunday Family Housing Infants TV

Complete address: Av. Frei Serafim, No. 2648 Ilhotas

64001-500 Teresina – PI, Brazil. Phone: (086)-223-1414

Fax: (086)-223-1504 e-mail: [email protected]

home page: http://www.mnnet.com.br/jmn/jornalmn.htm

3 RESEARCH PROCEDURES

Following the orientation passed on to the participants in the NNCR2, the first step was

to carefully choose according to defined criteria, all materials containing Christmas images.

These were then grouped into the following communication categories2,3:

a) journalism - registration of contemporary events, including texts considered to be

informative, opinion based and interpretative;

b) publicity - advertisements (materials paid for) related to products, services, institutions,

events etc.;

c) instruction - materials for educational purposes, such as courses in diverse areas,

transcribed talks, courses for university entrance exams etc.;

d) entertainment - materials with the principal objective of informing about leisure time

activities and diversion.

At the conclusion of this task, the quantity of Christmas related materials was

registered. Then the newspaper space used for printing each material selected was

measured using centimeter-column (cm/col.) as the measure of an editorial column unit,

according to a pre-defined criterion, that is, a six-column division. Following the example

of Marques3, all the messages with different numbers of columns were proportionately

converted according to the column unit established. Quantitative analyses were then carried

out using the categories listed above.

Next, with the help of summary cards elaborated for each newspaper piece selected,

qualitative analyses were performed based upon the central themes1 listed below:


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a) tradition vs. innovation

religious celebration - rites and motivations

Christmas symbols - scenes and important figures

nature of Christmas - structure and elements

b) space vs. time

territoriality - global, national, regional and local

temporality (time period) - past, present and future

c) public vs. private

adaptation to the social environment/contextual adaptation

social agents (actors)

4 Communication categories - quantitative analysis

Even though there are no quantitative parameters in the literature which establish an

“ideal” average allowing one to state consistently, for example, that the media has given

priority treatment to news item “x” because it gives a daily or weekly coverage to “y” kind

of information pieces, or because it dedicates “z%” of space to one subject in comparison

to the total amount of printed space used for others, the figures in TABLE 1 and their

implications leave no doubts about the relevance of Christmas for the Meio Norte. Of the

561 editorial and publicity materials which appear over the two week period under

investigation, it can be observed, as expected, that this period in fact includes the most

significant days when it comes to media coverage of the Christmas season. These days

most especially include Christmas Eve and the day of Christmas itself. There is also more

priority given to the second week (55.26%) in comparison to the first (44.74%).

On the other hand, it is not surprising that despite the frequent and ever increasing

questions regarding the religious or non-religious characteristics of Christmas, publicity

occupies the first place on all counts during both stages of the data analysis process;

55.77% and 53.23% in the first and second weeks respectively. Advertisements and related

materials score higher on ten of the 14 days in question. Really true journalistic coverage

only supersedes publicity on December 16, 19, 23 and 25 of the year being studied. It is

worth remembering that this evident commercialization of Christmas could owe its

explanation to the origin of the Feast itself. If Christmas is presently “an amalgamation of


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various cultures in the history of Christianity”4:184, this is because it has resulted from the

adaptation by the Catholic Church of a pagan feast called Saturnalia. For thousands of

years, December 25 of our present day Gregorian calendar celebrated the winter solstice of

the Northern Hemisphere; the longest and almost always the coldest night of the year. In

336, Pope Julian I began to celebrate the birth of Christ on this same day even though

available historical sources have evidence showing that there are no concrete proofs

allowing for such exactness in historically placing Christ’s birth. St Luke’s Gospel, the one

which seems most complete in its coverage of the question being discussed, offers some

references which allow for inferring only the year of birth because it identifies Augusto

Cesar as the Roman Emperor, and Quirinius as the Governor of Syria.

What is surprising is the very low score obtained on the category, instruction.

Theoretically, journalistic activities aim at educating, informing and entertaining. However,

in practice, the inclusion of five materials (0.89%) out of a total of 561 indicates the lack of

interest in educational coverage aimed at objectively deepening information already

available. The entertainment category falls into penultimate place (8.02%), below

journalistic materials, with a significant margin of difference. Fundamentally,

journalistic articles received reasonable ratings by appearing in 36.72% of the used

newspaper space. It must be observed that among its 206 materials, opinion based items

were predominant. What can be categorized as interpretative journalism were very few.

Regarding informative materials, a major part either refers to events, which involve

political figures and local personalities, or to the actual situation of local commerce and the

expectations surrounding it.

As expected, TABLE 2 and its sub-items demonstrate the same order of priority as that

of the previous table. Publicity comes first (57.72%), followed by journalism

(34.70%), entertainment (5.48%) and instruction (2.10%). These data do not only point

to the growing tendency of neglecting the religious aspects of Christmas, but also serve as

strong evidence that greater attention is given to publicity when compared to that given to

editorial pieces which are “officially” the essence of the media. That is, it seems that

business journalism is gradually replacing journalism as “a source of lyricism and

revelation”. It is assuming the “function” of adjusting its own interests to the interests of

those who use the media for advertisements. Gradually, people linked with businesses are


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taking over as “those who maintain” the media. This trend presents risks for the social roles

(responsibilities) expected from the media.

On the whole, the total amount of space dedicated to publicity is approximately 12.370

cm/col. distributed thus: 6.060.70 cm/col. (December 15-21, 1996) and 6.309.10

(December 22-28, 1996). On December 22, 15 and 21, the space counts were 1.796.10

cm/col., 1.238.80 cm/col. and 1.157.50 cm/col. respectively. Christmas Eve was placed

fourth (1.102.30 cm/col.), and in sixth place was Christmas Day itself. Even December 20

was allowed more space (1.083.80 cm/col.). The advertisements are as diverse as can be

imagined. They include the sale of buildings/homes and cars; and also season’s messages

from the media, even the Meio Norte Group. Other kinds of publicity refer to: night clubs,

pharmacies and drugstores; bookstores and paperstores; tourist/travel agencies; small

shops; supermarkets; schools and pre-university entrance exam courses; stores dealing with

music items, building materials, consumer goods, furniture, electrical products and sporting

goods. Computers and related items are presented with convincing appeals such as: With

prices like these, every Santa Claus is going to want to give a computer as a present. Even

people’s health is explored with messages, which basically read like the following:

Christmas without health is no Christmas at all. Though the State does not appear in the

context of the celebrations, there are some public organs and civil entities like the

Municipal Council and the Order of Lawyers of Brazil - Piauí Section, which send season’s

greetings to the people. Independent professionals and/or small businesses offer their

services and goods with emphases on Christmas baskets, confections, sweet and salted

cookies, and different kinds of buffets. Messages of confraternization are also delivered

live.

5 Central themes - qualitative analyses

5.1 Tradition vs. innovation

Religious celebration - rites and motivations

In an effort to put back the birth of Christ as the essence of Christmas so as to recuperate

its Christian value, there is an urge, a priori, in modern society to reinforce the religious

celebration through a return to the rites and spirit of this Feast. Accordingly, many of the


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paper’s articles condemn today’s prevailing tendency to reduce Christmas to the level of

the drive to increase business profits. An article published on Christmas Day under the title,

The Federal Customs Agency seizes 27 million dollars worth of contraband goods, is proof

of this attempt to condemn wrong doings around this period. There are also numerical data

showing that in November, due to the approaching Christmas, the Customs Agency seized

US$2.92 millions worth of contraband goods from Paraguay. This is a considerable value

when compared to the US$27.9 millions confiscated in the period from January till

November of the same year. Considering that such situation is detrimental to the renewal of

both spiritual life and values, the Archbishop of Teresina-PI, Dom M. Fenelon Câmara,

made the following declarations:

“Christmas is here! And as always, the same rites are repeated: presents, messages, greetings, colored shop windows, the city decorated, the streets full of busy people. There are feasts of confraternizations, dinners, Christmas baskets. You leave one feast and enter another! “I am afraid of this Christmas because it is tiring, it absorbs time, it causes us anguish and makes us hurry as we always do! “I feel nostalgic for those times in the past as a child when everything was simple, when Christmas was celebrated with customary habits far removed from today’s worries. “Nevertheless, Christmas is always a birthday celebration. In a cold grotto, full of discomfort where a new born rests upon some hay. There is a contemplative woman beside him. Shepherds prostrate themselves in order to adore the Savior whose arrival was announced by angels from heaven! “There are those who think of all these as a tale lost in these two thousand years of Christianity. “There are others who claim that it is just another one of those legends pointing to some values, poverty, peace, solidarity, which were taught by a certain prophet. (emphasis ours) ......................................................................................................................................... “Living Christmas seriously and remaining faithfully coherent, it becomes impossible to accept the Christmas of 1996 as far as consumer habits, ostentation of wealth and deceit are concerned. We should look ahead and verify how we, as persons, see other persons (men and women). Those made in our own likeness. Persons in the streets. Those who live in the slums. The unemployed. The very poor without money. Those without affection. The hungry for love! .... (CÂMARA MF Dec. 25, 1996 Our Christmas of 1996. Meio Norte, First Booklet: 2).

In the same vein, A Christmas Hope is a reminder that without fraternity and harmony,

the essential elements of Christmas, men have missed the true meaning of the celebration in

question, that is, the profound feelings of love for other people:


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“... Despite all the buying-selling and those second intentions which surround Christmas, it is a period with a very special air (...) [in such a way that] There is a need to regain the Christmas spirit, making it present in our daily lives the whole year around. “Is this a difficult goal? Certainly, an almost impossible one. However, fraternity and harmoniously living with other people are part of the dream for happiness, a dream which is never fully realized, but which is searched for and constructed each day. It is this search which is missing to a large extent in our lives today; an existence where greed and individualism have become absolute priorities. ......................................................................................................................................... “There is no harm to remember the reason for Christmas: Jesus. No other values are so emphasized as those of fraternity and harmony between people in Christ’s preaching (emphasis ours). And this is the fundamental factor, which differentiates humans from other beings; without which people would be like animals, which do things without thinking about the consequences. “Since we are much more than mere animals, we place all our hopes in recovering the spirit of Christmas, and extending it throughout the year.” (A CHRISTMAS Hope Dec. 25, 1996. Meio Norte, First Booklet: 2).

Along these same lines of thinking, Christmas and reflections, in several parts, reiterates

the necessity for re-establishing the religious dimension of Christmas in search of a fuller

life:

“For those who believe in Christ’s message, Christmas represents the embodiment of Love in the history of humanity. ......................................................................................................................................... “Remembering this fact, Christmas should not be treated as a period for mere laziness and pleasure. It should be properly used as a period for reflection, a change in life, a re-orientation of goals and the strengthening of objectives. “Our reflection should be extended to the whole universe of relationships we have: the family circle, social and professional contexts ... ......................................................................................................................................... “Were we to behave according to such expectation, we would be proving the superiority of the spirit while constructing the kind of Christmas which all of us desire.” (SANTOS FR Dec. 25, 1996 Love, Christmas, reflection and action. Meio Norte, Alternative Booklet: 3).

Christmas symbols - scenes and important figures

A relatively long article (152.6 cm/col.), Christmas has interesting symbols, based on

interviews with representatives of the Catholic Church and scholars of symbology was

published in the City Rounds Booklet, December 23, 1996. The article affirmed that all

those elements used in Christmas celebrations have peculiar meanings. It goes on to state


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for example, that the Christmas tree symbolizes hope. Besides, even though the pine is

native to very cold regions, the fact that it maintains its green characteristics is

representative of the strength which life holds. According to those interviewed, in Greek

mythology, green trees were used to honor the gods: the horse was a homage to Jupiter; the

grapevine honored Bacchus; and the olive plant paid respect to Minerva. Moreover, the tree

can be seen as an intermediate element between the earth and heaven, a reference to the

possibilities that man can evolve, especially as it is believed in the Orient. Up till today in

China, the pine is a sign of long life and in Japan, it signifies immortality. Even the leaves

of the tree have special symbologies. For example, while the English holly is a reminder of

Christ’s suffering, the mistletoe (birdlime) and the climbing hemp-weed (ivy) were

believed to have magical powers by the ancient Gaulish and Breton priests because they

remain green even during the winter months.

The bells announce the coming of the Messiah. They are even used during the Catholic

Mass to proclaim the arrival of the Lord. While the Nativity Scene is used to reproduce the

surroundings in which the Child Jesus came into the world, the candles serve as a sign of

alert, indicating the need for continuous and intensive vigilance. They also symbolize the

fragile nature of human life itself. Concerning the garlands normally placed on front doors,

they announce the receptivity which families show in welcoming the Lord. In Judaism, the

stars play the roles of guardian angels, and also always represent permanent light. The

bright colors used at Christmas have their own meanings: yellow-gold or the golden

metals are associated with the sun; green has regenerative powers since it can capture solar

energy and transform it into vital forces; red is associated with fire and divine love.

Undoubtedly, Santa Claus remains the Christmas symbol most loved by children and

adults. Endless and frequent criticisms are made against him; being referred to as: pagan

idol; active agent of a consumer society, one of those “responsible” for the commercial

nature of the Feast. He is also considered an inappropriate figure in the Brazilian reality

when his clothing and physical characteristics are taken into consideration since these are

reminders that he comes from the Pole, the winter of the Northern hemisphere contrary to

the summer of the countries in the South. In fact, the history surrounding him has never

been a pacific one as Lévi-Strauss describes5. As a result of the influences of the United

States of North America (USA), Santa Claus was first introduced in France during the

post-war period. This act which resulted in the resistance of both the authorities and


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Protestants, ended with the symbolic burning of the “good-charming old man” in front of

the Cathedral of Dijon under the eyes of numerous children. It is worth remembering,

however, that from this time on, these customs and traditions expanded to other countries.

Moreover, Santa Claus was not introduced all by himself. There are indications that he

came together with practices that included the Nativity Scenes; lighted avenues, streets and

houses; Christmas cards; papers decorated with Christmas motifs, indeed all the scenes and

important figures which characterize our contemporary Christmas celebrations.

In the case of Brazil, there are indications that the “good-charming old man” was

directly introduced from the USA. Just as it had happened in France, there were also

protests and resistance from the Church. However, the situation of Piauí is different from

that of São Paulo1, which is threatened by symbols from both Disneyland and Disneyworld.

Notwithstanding this difference, in the case being studied, the number of times references

are made to Santa Claus in publicity and editorial materials is overwhelming. He occupies

central stage, leading such features like the Child Jesus, the Three Wise Men, Nativity

Scenes and Christmas Trees by far. It should be noted that this latter element is in second

place among those symbols explored by the media in Piauí. Among the 561 materials

selected, Santa Claus is present in 91 of them (16.22%), one or two times in the title, in the

body of the material or even in both. This is valid for both written and illustrated materials.

There are advertisements and texts, which refer to different aspects of the Santa Claus

theme. As examples, it can be noted that while one long and detailed text (155.3 cm/col.), It

all began with three bags of gold, traces the “biography of the old man” by linking him to

St. Nicholas, the Patron Saint of Russia, of children and of sailors, another text which also

occupies a reasonable amount of space, 150.4 cm/col., calls attention to the fact that the

Santa Claus figure is criticized by most religions.

“For (...) the Baptist Church (...), as an example, Santa Claus is only a folkloric figure which represents nothing for the Baptist belief. But according to the representative of the Jesus Saints of the Last Days Church, the tradition surrounding the ‘good old man’ is not cultivated because Church members place the value of Christmas on the spiritual and not the commercial aspects which were developed around the Feast... “The Pentecostal Church is another of those churches which does not reinforce the Santa Claus figure. Its members also consider that what is important (...) is praying and using the occasion for reflection about the birth of the Savior.” (RELIGIONS understand Christmas differently Dec. 24, 1996. Meio Norte, City Rounds Booklet: 1).


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Some other materials link Santa Claus to kindness and the happiness in sharing with

others. He is even classified as one of the important figures of childhood. The Meio Norte

encourages this kind of understanding through its Infants Supplement as that of December

22, where it publishes some of the nearly 200 letters received from children as it had been

announced on the front page of the First Booklet. The letters include all kinds of favors;

from asking for simple toy cars and baby dolls as presents, to requesting for social justice.

There are also several edited texts, which link him to economic power and “idleness”. On

the other hand, the article entitled Intensive movement in government offices, reported that

the threat to dismiss State employees, as implicit in the objective of the State Government’s

Employee Self-Dismissal Program, made most of these workers go to work even on those

days just before Christmas, normally considered part of the holiday season. The article,

Jingle bell, complains about the absence of workers in State Offices during the Christmas

period, and goes so far as to conclude that “Santa Claus had been incorporated into the

state service network.” Ironies also make their presence felt. In an article, Who says Santa

Claus doesn’t exist?, the quality of television programs at the end of the year is satirized by

claiming that the alternatives offered represent “... a horror house”. In other words, they

can be considered as “a Greek gift” from “Santa Claus”.

Of the remaining materials, 11 call attention to the risks involved in aggravating existing

social inequalities because of the disenchantment of the poor when they fail to receive

presents, their “Christmas visit”; both children and adults become frustrated. Some of the

articles, which deal with this issue, carried titles such as: Christmas for poor families is

miserable and hunger-filled; Presents fill the dreams of the CEASA [a large open market

specializing in green vegetables and fruits] children; The discriminated have an unhappy

Christmas; The forgotten had a feastless Christmas.

“Yesterday, hundreds of families spent the day without presents, celebrations or Christmas meals. Many of the children do not even know that Santa Claus exists. There are those who believe that he will still visit them, even if later ... “... Maria de Deus Coutinho claimed that her children asked why Santa Claus had still not brought their presents. ‘I had nothing to say to them’, she concluded. “Nothing special happened yesterday, according to Francisca Ferreira. It was just like any of the other days. ‘This year, since nobody brought gifts to the villa and I cannot afford to buy any for my children, Christmas passed without being noticed’... ......................................................................................................................................... “The absence of gifts is enormously felt by the children who cannot understand why they were left out. Tadeu da Silva, a six year old, did not receive any toys. (...) Paulo


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da Silva, 8, did not receive anything either. With sadness written all over his face, he said that Santa Claus had forgotten his address.” (THE FORGOTTEN had Christmas without feasts Dec. 25, 1996. Meio Norte, City Rounds Booklet: 3).

Though it may not be difficult to separate Santa Claus from misery, it is vital to

remember that the essential issue is not whether to believe or not believe in him. What is

crucial is to realize that legends do not just come about, their origins can be explained. To

add substance to this claim, we quote one of the most interesting texts about this subject

based on the reply to a letter from an eight-year old American girl, written by the editor of

the New York Sun, Francis P. Church, on September 21, 1897:

“Some of my little friends normally say that Santa Claus does not exist. (...) Please, tell me the truth, does he exist? ......................................................................................................................................... “Virginia, your friends are wrong. They have been influenced by the disbelief of an era of unbelief when people only believe in that which they can see. These people think that what cannot be understood by their little minds does not exist. (...) Man is a simple insect in this our big universe. He has the intelligence of an ant, which is greatly hampered by the limited reality around him. This becomes more evident when this intelligence is compared to the possibility of understanding all truths and acquiring all knowledge. “Yes, Virginia, Santa Claus does exist. His existence is as true as the reality of love, generosity and devotion. (...) Wow! What unhappiness would we have in the world if we did not have little virginias. We would not have childish beliefs, poetry or romances, which make our existence more tolerable. (...) That eternal light of childhood, which lightens up the world, would become extinguished. “Fail to believe in Santa Claus! If you do so, you might as well not believe in fairies too! Were you to ask your father to pay some people to search for Santa Claus in every chimney on Christmas Eve and they still fail to find him, what would that prove? Nobody sees Santa Claus. Nonetheless, this does not mean that he does not exist. The things that are most real in this world are those phenomena which neither children nor adults can lay eyes upon. Have you ever seen fairies dancing in the forest? Of course not. But in no way does that mean that they are not in the forest. Nobody can conceive of or even imagine all the wonders that there are in the world, because they remain hidden or impossible to be seen by us (emphasis ours). ......................................................................................................................................... “... Thanks to God! Santa Claus lives and will live on forever. Virginia, he will live for the next thousand years. No, he will remain alive during the next ten times ten thousand years, making children happy.” (BARROS E Dec. 25, 1996 A very special letter. Meio Norte, Alternative Booklet: 2).

Nature of Christmas - structure and elements


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There is a general belief that despite the social changes which Brazilian society has

gone through, moving from an agricultural stage to a more industrialized phase, Christmas

continues to represent the search for strengthening both families and bonds of friendship.

Christmas dinner is a very special symbolic moment as people get reunited around a table

and remain together, trying to make reparations for any or all-existing hurt feelings. As it

was widely published by both the national and local press, even the President of the

Republic chose to emphasize the intimate aspect of the celebration: “Fernando Henrique

spent Christmas Eve with Lady Ruth, daughters (...), sons-in-law and grandchildren...”

(from the article, FHC celebrates Christmas and goes to the archipelago Dec. 26, 1996

Meio Norte, First Booklet: 6). Nonetheless, all said and done, there are also malicious

observations, such as the one, which stated: “Christmas for FHC will strictly be a family

affair, as it was last year. To date, there are no invited guests on the Alvorada [the

presidential residence] list. The President must be tired of giving presents - most especially

to the members of Congress.” (NOT even Santa Claus Dec. 23, 1996. Meio Norte, First

Booklet: 6).

As evidence of the uncontested need for intimacy and family closeness during the

Christmas season, a significant proportion of the news items (42%) made references to

celebrations and festivities, either at places of work or dinners prepared in the homes of

politicians, various authorities and even among members of the middle class. Two articles

from an interpretative angle, cover these celebrations, making the point that they mark the

lives of traditional families in Piauí and have come down from one generation to the other.

The main plate of the meal remains the turkey. This is accompanied by lasagna and other

dishes prepared with shrimp. The salads generally vary. At the richer tables, there may be

nuts as those of the hazel, date palm fruits and even apricots. That this is an important

occasion is underlined by the fact that of the five articles classified as instructive (TABLE

1.3), two try to teach about how to prepare Christmas dinner: Giving a diet or light taste to

feasts (69.2 cm/col.); A typical Brazilian Christmas dinner (118 cm/col.). Both appeared

December 22, 1996, on page six of the Family Supplement.

Apart from the delicacies and tasty dishes, which mark this period, another prevailing

practice is that of exchanging gifts. Just as an example, the Supplement for Teens reserves

two long articles in its December 19 edition about various alternatives when it comes to

giving presents to adolescents. Based on interviews conducted with some of these youth,


16

the article, Presents on the list of teens (124.5 cm/col.), reports on the subject. Under the

title, Suggestions for making teens happy this Christmas (151.5 cm/col.), information is

given not only about various goods that could be bought, but also about prices and the

stores where they could be found. Santa Claus will fill your socks ... (303 cm/col.) discusses

the anxiety which teenagers experience because of their diverse expectations for gifts. It

goes on to state that depending upon the social class, there are even some who hope for cars

or sophisticated sound systems. The articles go on to claim that “... the majority (...) believe

a little in Santa Claus, and carry on with the foolish belief that there is a dirty old grey-

bearded man with a bag full of presents on his back, and that among these are those

objects which each one had always dreamed to have. Even if it were just a spiritual gift, a

desire from the bottom of the heart, the belief carries on.”

With the intention of preventing that the reader behaves like a victim or cruel person, in

the Supplement Woman, the article Be careful with presents from Greeks, gives

“suggestions” about how best to give presents based on interviews with women considered

elegant in social circles. In an article from another perspective published in the City Rounds

Booklet with examples from daily life, the main argument is that exchanging gifts between

friends and family is increasingly becoming dependent upon ones financial conditions. This

is a truth that cannot be refuted when we take note of the numerous people who remain

untouched by the magic of Christmas presents and happiness. However, just as Melo’s

research1 shows, Christmas in Teresina provides an opportunity for people to regain the

spirit of solidarity, translated into actions, which aim at alleviating the sufferings of the

miserable as the text below tries to indicate:

“A really happy Christmas. This is what is happening to the old people in St. Luke’s Shelter, an institution owned by elected Municipal Councilman, Joaquim dos Velhos. Even for the Councilman, an AIDS’ patient himself, the events of this Christmas go beyond all possible expectations. ‘We have daily celebrations over here. We receive many visitors. Many bring us donations and words of loving care’, he says. “‘Our objective is to bring the Christmas spirit to each of the in-mates. Bringing peace, happiness and hope to all of them,’” comments (...) one of the coordinators of the group [of donors]. “Most of those interviewed do not complain about the lack of food or presents. They only sincerely hope to receive love, especially from family members.” (GROUPS animate Christmas in St. Luke’s Shelter Dec. 23, 1996. Meio Norte, City Rounds Booklet: 3).


17

In like manner, using as a premise the idea that Christmas is an occasion for family

celebrations, and that even though many people without family are able to live through this

Feast with less anguish and abandonment, the article Old people had a Christmas feast

(Dec. 26, 1996. Meio Norte, City Rounds Booklet: 3), gives information about some

activities developed during this period in the Old People’s Villa (state-owned shelter for

retired people); in the Home of Fraternity (institution run by the Catholic Church for

patients of AIDS); and in the Home for Hope (maintained by individual donors, providing

shelter for those with the AIDS virus).

5.2 Space vs. time

Territoriality - global, national, regional and local

The present study shows that contrary to other states like the Federal District, São Paulo

and Rio de Janeiro, Piauí contributes to a much lesser extent in the flux of visitors to such

places like New York and other distant places. At least, the press does not give the question

much attention. This may be due to the low buying power of the population in general.

Despite this assumption, politicians and “important figures” return to their native land in

order to “have a good time” among family members and friends. Such encounters receive a

rather exaggerated coverage by the media. Apart from personifying the news, it can be

affirmed that most of the materials published have a local character. There is a

predominance of news about commerce. This is so much so that the headlines of the First

Booklet read as follows: Christmas is moneymaking time (Dec. 12, 1996). It goes on further

to textually state: “Money. This is the most important word for people from different walks

of life this Christmas ...” Accordingly, the different aspects of the theme discussed include:

credit facilities; large number of special promotions; the inauguration of the first shopping

(mall) of the Capital; the greater number of visits to restaurants; the possibilities for

creative ideas to help earn more money; the tired sales’ persons after their working

marathons during several days; and the satisfaction of shop owners because of the influx of

shoppers which they consider unbeatable:

“Based upon data from the Chamber of Commerce, a member of the Union of Shop Owners, and from shoppers themselves, it can be stated that without doubt, this was the best Christmas of the Real [national currency]. Many people saved money the whole around and were prepared to spend it during the Christmas season. And that is


18

exactly what happened. Everybody (emphasis ours) went shopping. The volume of business was greater, not only more than that of 1994 during the first Christmas of the Real, but also in 95, when the currency was still being stabilized. While some paid old debts, others took new loans. Some others only spent money. Credit facilities, which were improved upon by establishing deadlines for payment, also helped to boost sales. The danger now is to try to find out if these debtors will honor their promises when it is time to pay back.” (THE BEST Christmas of the Real Dec. 26, 1996. Meio Norte, First Booklet: 4).

Some other local issues are dealt with without any reference to regional questions .

Local subjects treated include: the cleaning up of the down-town area for the celebrations;

the large movement of people at the central bus station travelling to the interior or to

neighboring states; the social agenda with a predominance of Christmas recitals; the fears

of State workers because of the possibility of mass dismissals with the implementation of

the State Government’s Employee Self-Dismissal Program.

The references to national and/or global concerns include the massification of fashion,

which does not take into consideration climatic differences. People from Piauí adopt these

fashions just as those who live in the large urban centers. An article by Cardinal-

Archbishop Lucas Moreira Neves, transcribed from a newspaper in Salvador (Bahia,

Brazil), carries a message from the National Confederation of the Bishops of Brazil

(NCBB) which condemns abortion. The article affirms: “This Christmas, proclaim that life

is holy and inviolable even when it is the life of an embryo in the mother’s womb ...”

What really matters, however, are materials about television programs, especially from

such networks as Globo and the Brazilian Television System, as they have a greater

penetration in Piauí. We must not forget the news published December 15, informing that

the Cartoon Network channel will exhibit six Christmas specials including: The Christmas

of Zé Colmeia’s Group and Christmas for the Flintstones. Other specials included those of

the “King” Roberto Carlos, “Queen” Xuxa, Angelica, Eliana, Mara; as well as the doubles

singing groups formed by Chitãozinho & Xororó, Leandro & Leonardo and Zezé Di

Camargo & Luciano [all of them, Brazilian artists]. Under the title, Specials characterize

TV programming, published on page three of the Alternative Booklet of the newspaper in

question, over a space of 208.2 cm/col., detailed comments are made about the TV specials.

This time, apart from those television networks already mentioned, other networks, which

received coverage, included Bandeirantes, Manchete, CNT, Cultura and Record.


19

Still on the topic of internationalizing the news, there are commentaries in the December

26 edition about the Papal message calling for justice and equality. Only one article of

December 25, describes the Christmas celebrations in the USA. These celebrations began

December 5, with the lighting up of the National Christmas Tree by President Bill Clinton.

This tree which remains lighted up till January first, serves as the scene for the daily

presentation by chorales and bands. Israel received greater attention. Two articles (with a

total space of 97.2 com/col.) entitled Sad Christmas in Belem and PLO plans uprisings for

the Night of Christmas warned about the possibility of violence arising from a supposed

Palestinian plan to organize widespread uprisings during Christmas night. This accusation,

based upon information received from Israeli security units, fortunately did not prove to be

true. The “magical” note is that of a rather long text (212.1 cm/col.) which exalts the

beauty of Jerusalem.

“Jerusalem is not a tourist’s city; in the biblical sense, it is an apocalyptic, eschatological city: a place, which symbolizes the end of man or where his final realities really come true. (...) The history of Jerusalem is (...) a hotbed of facts, which do not fit the criteria of the present world ... “Babylon, Nineveh, Carthage and other ancient capitals are all dust today. Jerusalem is the most ancient city, which has been continuously inhabited. It is more than 4.500 years old and has 30 centuries of documented History... ......................................................................................................................................... “For the Christians, it was in this city that the most decisive events in the life of Jesus took place ... “For the Muslims, Jerusalem was the city from which Mohammed was miraculously transported, and from where the present Omar Mosque, arising from a rock, rose up to the skies ... “Jerusalem did not resist the effects of centuries merely to be photographed by hurrying tourists. It is three times blessed, Jewish, Arab and Christian blessings. Jerusalem is in the heart of the three largest Western religions. The fact that this city resists destruction symbolizes man’s most ancient dream, the search for peace... ......................................................................................................................................... “The old dream for peace seems to flood the city with a unique kind of light especially during the Christmas season. (...) During this period, everything is involved in a celebration of lights, walls and people, churches and market places in the old city. (...) The lights of Jerusalem are like glimpses of eternity.”(LIGHTS of Jerusalem Dec. 17, 1996. Meio Norte, Tourism Supplement: 8).

True to reality, this is an opportunity to emphasize the complexity involving the cultural

identities of peoples. Such identities do not only include the assimilation of habits,

traditions, values, beliefs, forms of life, of thinking and of behaving, but goes on to involve


20

intimate and untransferable feelings of being a member of a determined society. In other

words, being a social actor, and not a mere spectator.6 Realizing the need to be identified

with a particular culture and cherishing the desire to be attached to it, does not eliminate the

possibility of having to face the inevitable and gradual cultural uprooting symptomatic of

today’s world. Based upon this is the understanding that it is impossible to retreat when

faced with the technological advances, which characterize contemporary society. This

situation leads one to adopt a more plural culture, without remnants of those polarizing

practices, which classify these advances in a simplistic manner by claiming that they are

either good or bad for humanity.

Temporality (time period) - past, present and future

These two articles, The Bible: a history of God’s people and All began with three bags

of gold, representing reminders of the past, perform educational functions. The first one,

for example, which appeared in the Infants Supplement of December 15, in an elementary

didactical manner, explains the meaning of the Bible for human beings using the etymology

of the word. As it was seen in the discussion about Christmas symbols, the second article

narrates the history of Santa Claus. It affirms that in the fourth century after Christ, an act

of kindness aimed at preventing three women from becoming prostitutes, gave origin to the

figure of the “good-old man”, indeed a story of humanity. The striking differences between

the Christmas of the early Christians and those of today are summarized in the following

words:

“At the beginning of the Christian Era, the Romans enjoyed themselves by throwing Christians into the arena to be eaten by lions. Those who were brave enough to become Christians were also used as human torches to light up houses and public places. (...) Though Christmas was not yet celebrated at that time, the Christians were filled with what is conventionally called ‘the Christmas Spirit’ during the whole year round. They believed that there was a need to share what they owned with those who had nothing. They were always ready to forgive the greatest offence, sincerely believing that only love was really able to transform the world. “Time proved that the Christians were correct: they were able to be victorious against the hate and the military spirit of the Romans with a message of love ... “All this story about Christians and Romans serve as motivation for us to think a little about what we have come to call the biggest feast of Christianity. Today, there are no more lions, nor Christians being transformed into human torches. However, that spirit of Christmas which was so much propagated does not almost exist either


21

(emphasis ours). What prevail nowadays (...) are buying, exchanging gifts and having Christmas dinners. In other words, all that which can be translated into one word: consumption. “Television programs, commercials, family relationships. Everything is characterized by uncontrolled consumption, always inspired upon personalities who were once seen to inspire the most noble of human sentiments. (...) Publicity appeals take the place of sincere friendships, solidarity and central Christian values. After all, Christmas arose as a gesture of absolute gratitude: God giving Jesus to the world so that he could bring a new meaning to the History of mankind.” (VALENÇA LS Dec. 25, 1996 The Christian Christmas of yesterday and of today, and the fever to consume. Meio Norte, Alternative Booklet: 3).

Christmas feasts leave unforgettable memories is the title of an article published in the

City Rounds Booklet of December 25, based upon interviews conducted with public figures

concerning what they remembered to be most representative of this date. The text

concludes that the remembrances are intricately related to childhood when beliefs in the

“good-old man” and fun make up for all the happiness in life. Expressions related to a

longing for the past are not rare in the articles. Even so, in agreement with Melo1:21, the

study indicates the influence of the present, because “the speech styles refer to the here

and now; and were it necessary, the effective realization of those messages would also

belong to the present, despite their historical nature.” References to the future appear

only in some flashes, always regarding the socioeconomic situation of the Brazilians, trying

to foresee the consolidation of the Real Economic Plan and the resulting improvement in

the people’s buying power for more prosperous and bountiful Christmas seasons to come.

On the other hand, the messages from the Catholic Church warn about the gradual loss of

the religious spirit with each Christmas that passes as implicitly expressed in the messages

from the Archbishop of Teresina, PI: Our Christmas of 1996 (Dec. 25, 1996 Meio Norte,

First Booklet: 2) and from the NCBB, MESSAGE from NCBB condemns abortion (Dec. 24,

1996 Meio Norte, First Booklet: 9).

5.3 Public vs. private (contextual adaptation and social agents)

Just as the Industrial Revolution had provoked the empowering of the State and

merchantile/industrial capitalism in the middle of the XVIII century, the present

technological revolution is also causing profound modifications in the structure of society.


22

As new technologies spread, transformations permeate the natural environment and the

sociocultural context in such aspects as the globalization of markets, transnationalization of

cultural practices, work relations, new forms of entertainment and consumption,

valorization of private life and the weakening of public order. Based on the premise that the

public domain is where everybody interacts, it can be inferred that technological

innovations have begun to act as change agents in this social context. They make

everything that is subjective appear objective and public. Information with intimate

contents become public, while public topics are expressed in the intimate domain. This

tendency can be seen from the intensive news coverage given to the Christmas options

available to authorities, including the President of the Republic. The same goes for

Christmas dinners among the families belonging to “high society”. Strictly family matters

are transformed into issues of public interest.

All these are indicators that while electronically mediated interactions give new shapes

and forms to the social structure and cultural identity of peoples and nations, they are also

reducing physical distances and time. The system for decision making is becoming

planetary, without limits and bounds. This is massifying the contextual aspects of such

traditional celebrations like Christmas, as these begin to take place with single functional

standards, universally adopting similar limits and features. In contrast to agricultural

societies where the less privileged were denied the right to be social agents, in

contemporary society, different institutions, classes, communities and people celebrate the

Feast. However, this does not mean equal conditions of participation (especially when we

remember that globalization does not eliminate, in any way, social inequalities); but at

least, there are possibilities to follow both the public and private celebrations with the help

of the media. The emphasis given to television programs, as discussed above, is an

undeniable proof of a global society that is confused with what is called in contemporary

times “an information society”. In this same way, “universal” dictates in fashion, cooking

and consumer products indicate the interpenetration between the public and private

domains; shopping centers serve as meeting place, not only for buying gifts, but also for

entertainment with various alternatives for listening to music, going to the movies and the

theater.

Nonetheless, it is important to remember that it is impossible to attribute the control of

the historical process to technology because of the single and simple reason that science


23

and technology are not autonomous entities. On the contrary, they are produced by society

and are used in society, incorporating the intrinsic dynamism of any social process. If

technology always has society as its reference point, it is irrational, as Beltrão7 reminds us,

to cherish preconceived ideas according to which existing means of mass communication

alone (presently with emphasis on the electronic networks) do account for the appearance

of certain phenomena, which are typical nowadays. A good example of this would be the

reckless violence in our major urban centers.

5 FINAL CONSIDERATIONS

With cautions regarding the limitations which characterize any study like this one, it

can be said that while basing ourselves on the written media in Piauí, and most especially

the Meio Norte newspaper as references, the following inferences can be made in general

terms:

• Christmas is the subject of priority in the media in Piauí when we take into account

such quantitative factors like the fact that it is treated in 561 materials including written

texts and advertisements, occupying 21.432 cm/col. of total journal space.

• Publicity prevails with a total of 305 materials, which occupy 12.370 cm/col. of the

space. In comparison, journalistic pieces occupy 7.437 cm/col. In qualitative terms,

this seems to jeopardize the grandiose nature of the Feast as a religious celebration. Its

rites and motivations, even its structure and component elements, are all transformed

into merchandize.

• Among the Christmas symbols, Santa Claus from divergent perspectives, occupies

central stage. He is treated in 91 of the 561 materials.

• While Christmas in Piauí incorporates images of a globalized society, this is done

without disregarding national traits. However, contrary to the tendencies of getting rid

of territorial characteristics, what predominate in the news are local in character, with a

complete omission of regional symbols.

• Images referring to the present predominate. While the past always has nostalgic rings

to it, references to the future suggest the possibility of further moving away from the

religious aspects of Christmas.


24

• The public domain becomes integrated into the private one in such a manner that

the privacy of the domestic space gets “invaded” by the force of the media, even though

this seems to be of common consent. In this particular case, specials on television and

wide publicity about shopping facilities markedly stand out.

6 REFERENCES

1 Melo JM 1996 A identidade cultural brasileira na sociedade globalizada. Estudo

exploratório das imagens do Natal na mídia paulistana. Faculdade de Comunicação e

Artes Metodista, SP

2 Melo JM 1996 Identidades globais/regionais na cultura brasileira. Projeto-piloto:

Imagens midiáticas do Natal/96. Faculdade de Comunicação e Artes Metodista, SP

3 Melo JM 1996 Mutações na imprensa paulista (da informação cotidiana ao serviço

público). Faculdade de Comunicação e Artes Metodista, SP

4 Traumann T 1996 Festa à brasileira. Veja 52: 182-188

5 Lévi-Strauss C 1971 Papai Noel supliciado. In Folkcomunicação. ECA/USP, SP

6 Pares I Maicas M 1996 Consideraciones sobre la identidad cultural, p.17-20. In

Identidades culturais latino-americanas em tempo de comunicação global. JM Melo ed.

IMS/UNESCO, SP

7 Beltrão L 1977 Comunicação: efeitos endógenos e exógenos, p. 161-172. In Teoria

geral da comunicação. Thesaurus, DF


25

TABLE 1 – NUMBER OF MATERIALS CONTAINING CHRISTMAS IMAGES,

THE MEIO NORTE (Teresina-PI)

Period: December 15-28, 1996

1.1 First week – December 15-21, 1996

Communication

categories D A Y S

15 16 17 18 19 20 21 subtotal

N % N % N % N % N % N % N % N %

Journalism 7 20,00 8 44,44 13 33,33 5 20,00 22 45,83 16 35,56 10 24,39 81 32,27

Publicity 20 57,15 6 33,34 23 58,98 17 68,00 21 43,75 23 51,11 30 73,17 140 55,77

Instruction 2 5,71 0 0,00 0 0,00 0 0,00 0 0,00 0 0,00 0 0,00 2 0,80

Entertainment 6 17,14 4 22,22 3 7,69 3 12,00 5 10,42 6 13,33 1 2,44 28 11,16

Total 35 100,00 18 100,00 39 100,00 25 100,00 48 100,00 45 100,00 41 100,00 251 100,00

1.2 Second week – December 22-28, 1996 Communication

categories D A Y S

22 23 24 25 26 27 28 subtotal

N % N % N % N % N % N % N % N %

Journalism 19 33,92 11 50,00 24 39,34 33 51,55 22 45,83 9 33,33 7 21,88 125 40,32

Publicity 26 46,43 9 40,91 33 54,10 28 43,75 26 54,17 18 66,67 25 78,12 165 53,23

Instruction 3 5,36 0 0,00 0 0,00 0 0,00 0 0,00 0 0,00 0 0,00 3 0,97

Entertainment 8 14,29 2 9,09 4 6,56 3 4,69 0 0,00 0 0,00 0 0,00 17 5,48

Total 56 100,00 22 100,00 61 100,00 64 100,00 48 100,00 27 100,00 32 100,00 310 100,00

1.3 Summary of the number of materials – December 15-28, 1996

Communication

categories

1st week 2nd week T O T A L

N % N % N %

Journalism 81 32,27 125 40,32 206 36,72

Publicity 140 55,77 165 53,23 305 54,37

Instruction 2 0,80 3 0,97 5 0,89

Entertainment 28 11,16 17 5,48 45 8,02

Total 251 100,00 310 100,00 561 100,00


26

TABLE 2 – SPACE USED FOR MATERIALS (CM/COL.) CONTAINING

CHRISTMAS IMAGES, THE MEIO NORTE (Teresina-PI)

Period: December 15-28, 1996

2.1 First week – December 15-21, 1996 Communication

categories D A Y S

15 16 17 18 19 20 21 subtotal

cm/col. % cm/col. % cm/col. % cm/col. % cm/col. % cm/col. % cm/col. % cm/col. %

Journalism 137,60 7,83 770,60 64,48 444,40 31,07 126,60 17,63 1.016,00 55,89 146,20 11,80 485,90 29,53 3.127,30 31,90

Publicity 1.238,80 70,53 335,90 28,10 971,60 67,94 579,50 80,69 693,60 38,15 1.083,80 87,49 1.157,50 70,35 6.060,70 61,83

Instruction 177,40 10,10 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 177,40 1,81

Entertainment 202,60 11,54 88,70 7,42 14,20 0,99 12,10 1,68 108,40 5,96 8,80 0,71 2,00 0,12 436,80 4,46

Total 1.756,40 100,00 1.195,20 100,00 1.430,20 100,00 718,20 100,00 1.818,00 100,00 1.238,80 100,00 1.645,40 100,00 9.802,20 100,00

2.2 Second week – December 22-28, 1996 Communication

categories D A Y S

22 23 24 25 26 27 28 subtotal

cm/col. % cm/col. % cm/col. % cm/col. % cm/col. % cm/col. % cm/col. % cm/col. %

Journalism 956,80 28,25 611,00 53,44 797,00 37,70 1.054,30 47,28 634,00 51,82 171,40 25,10 85,40 10,05 4.309,90 37,06

Publicity 1.796,10 53,04 518,80 45,37 1.102,30 52,15 1.026,70 46,04 589,40 48,18 511,50 74,90 764,30 89,95 6.309,10 54,25

Instruction 272,40 8,04 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 272,40 2,34

Entertainment 361,20 10,67 13,60 1,19 214,50 10,15 148,90 6,68 0,00 0,00 0,00 0,00 0,00 0,00 738,20 6,35

Total 3.386,50 100,00 1.143,40 100,00 2.113,80 100,00 2.229,90 100,00 1.223,40 100,00 682,90 100,00 849,70 100,00 11.629,60 100,00

2.3 Summary of the space used for materials (cm/col.) – December 15-28,

1996

Communication

categories

1st week 2nd week T O T A L

cm/col. % cm/col. % cm/col. %

Journalism 3.127 31,90 4.310 37,06 7.437 34,70

Publicity 6.061 61,83 6.309 54,25 12.370 57,72

Instruction 177 1,81 272 2,34 450 2,10

Entertainment 437 4,46 738 6,35 1.175 5,48

Total 9.802 100,00 11.630 100,00 21.432 100,00


27

ILUSTRAÇÃO OPTATIVA

(Meio Norte, First Booklet: 1, Dec. 25, 1996).

Technology

00287 christmas images in the media in northeastern brazil the case of the state of piauí