Television memory on the pages of Intervalo magazine: relations with the reader and the new TV culture of the 1960s and 1970s in Brazil

Magnolo, Talita Souza; Reis, Susana Azevedo; Musse, Christina Ferraz

doi:10.1590/1809-58442023128en

Talita Souza Magnolo

conceptualization

investigation, methodology, data analysis

original draft

translation

Universidade Federal de Juiz de Fora, Programa de Pós-Graduação em Comunicação. Juiz de Fora - MG, Brazil

Talita Souza Magnolo Substitute Professor at the Faculty of Communication at the Federal University of Juiz de Fora. Ph.D. from the Postgraduate Program in Communication at the Federal University of Juiz de Fora, in the line “Media Competence, Aesthetics, and Temporality.” International Visiting Research Fellow at Brown University, in Providence, United States, in the History department, under the guidance of Professor James N. Green. Coordinator of the José Marques de Melo Award from Rede Alcar (2023-2027). Postgraduate from the Federal University of Juiz de Fora in 2014, on the MBA course in Marketing and Business. Graduated in Social Communication, specializing in Advertising from the Juiz de Fora Higher Education Center in 2012. Vice-leader of the Research Group (CNPQ) “Communication, City and Memory.” Email: talita.magnolo@yahoo.com.br.

https://orcid.org/0000-0002-6240-388X

Susana Azevedo Reis

conceptualization

writing

proofreading and editing

translation

Universidade Federal de Juiz de Fora, Programa de Pós-Graduação em Comunicação. Juiz de Fora - MG, Brazil

Susana Azevedo Reis Ph.D. student in the Postgraduate Program in Communication at the Federal University of Juiz de Fora, in the line “Media Competence, Aesthetics, and Temporality.” Director of Documentation at the Brazilian Association of Media History (ALCAR) for the 2023-2027 term and Capes scholarship holder. She has a degree in Journalism from the Federal University of Juiz de Fora (2015), a master’s degree in Communication from the Postgraduate Program in Communication at UFJF (2018), and an MBA in Digital Marketing from Unopar (2019). Member of the Research Group (CNPQ) “Communication, City and Memory”. Email: susanareis.academico@gmail.com.

https://orcid.org/0000-0002-0162-0012

Christina Ferraz Musse

supervision

proofreading and editing

Universidade Federal de Juiz de Fora, Programa de Pós-Graduação em Comunicação. Juiz de Fora - MG, Brazil

Christina Ferraz Musse She is a professor of the Journalism Course at the Faculty of Communication at the Federal University of Juiz de Fora (UFJF) and a permanent professor at the Postgraduate Program in Communication at UFJF. She has a master’s degree (2001), a doctorate in Communication and Culture from the Federal University of Rio de Janeiro (2006), and a post-doctorate from the Pontifical Catholic University of Rio Grande do Sul (2017). She is a visiting professor at the University of Paris VIII, Saint-Denis, France, where she taught classes and worked alongside professors Anne-Marie Autissier and Alain Sinou from the Institute of European Studies. She was president of the Alcar Network-Brazilian Association of Media History Researchers from 2019 to 2023, having been elected director of International Relations of the Association for the 2023-2027 term. She is a member of the Connected Stories Network, with researchers from Latin America. Vice-coordinator of the Journalism Studies GT of the Latin American Association of Communication Researchers - Alaic. Leader of the Research Group (CNPQ) “Communication, City and Memory.” Email: cferrazmusse@gmail.com.

https://orcid.org/0000-0002-1172-5993

Talita Souza Magnolo

Substitute Professor at the Faculty of Communication at the Federal University of Juiz de Fora. Ph.D. from the Postgraduate Program in Communication at the Federal University of Juiz de Fora, in the line “Media Competence, Aesthetics, and Temporality.” International Visiting Research Fellow at Brown University, in Providence, United States, in the History department, under the guidance of Professor James N. Green. Coordinator of the José Marques de Melo Award from Rede Alcar (2023-2027). Postgraduate from the Federal University of Juiz de Fora in 2014, on the MBA course in Marketing and Business. Graduated in Social Communication, specializing in Advertising from the Juiz de Fora Higher Education Center in 2012. Vice-leader of the Research Group (CNPQ) “Communication, City and Memory.” Email: talita.magnolo@yahoo.com.br.

Susana Azevedo Reis

Ph.D. student in the Postgraduate Program in Communication at the Federal University of Juiz de Fora, in the line “Media Competence, Aesthetics, and Temporality.” Director of Documentation at the Brazilian Association of Media History (ALCAR) for the 2023-2027 term and Capes scholarship holder. She has a degree in Journalism from the Federal University of Juiz de Fora (2015), a master’s degree in Communication from the Postgraduate Program in Communication at UFJF (2018), and an MBA in Digital Marketing from Unopar (2019). Member of the Research Group (CNPQ) “Communication, City and Memory”. Email: susanareis.academico@gmail.com.

Christina Ferraz Musse

She is a professor of the Journalism Course at the Faculty of Communication at the Federal University of Juiz de Fora (UFJF) and a permanent professor at the Postgraduate Program in Communication at UFJF. She has a master’s degree (2001), a doctorate in Communication and Culture from the Federal University of Rio de Janeiro (2006), and a post-doctorate from the Pontifical Catholic University of Rio Grande do Sul (2017). She is a visiting professor at the University of Paris VIII, Saint-Denis, France, where she taught classes and worked alongside professors Anne-Marie Autissier and Alain Sinou from the Institute of European Studies. She was president of the Alcar Network-Brazilian Association of Media History Researchers from 2019 to 2023, having been elected director of International Relations of the Association for the 2023-2027 term. She is a member of the Connected Stories Network, with researchers from Latin America. Vice-coordinator of the Journalism Studies GT of the Latin American Association of Communication Researchers - Alaic. Leader of the Research Group (CNPQ) “Communication, City and Memory.” Email: cferrazmusse@gmail.com.

Conflict of interest

The authors declare no conflict of interest.

Editor: Maria Ataide Malcher

Editorial assistant: Aluzimara Nogueira Diniz, Julia Quemel Matta, Suelen Miyuki A. Guedes and Weverton Raiol

YEAR	B&W Devices sold	B&W Devices Unused	COLOR Devices Sold	B&W / COLOR Devices in use
1951	3.500	-	-	3.500
1955	40.000	-	-	74.000
1959	90.000	-	-	434.000
1960	164.000	-	-	598.000
1962	269.000	7.500	-	1.056.000
1965	370.000	40.000	-	1.993.000
1970	816.000	164.000	-	4.584.000
1971	958.000	200.000	-	5.342.000
1972	1.109.000	269.000	68.000	6.250.000
1973	1.345.000	249.000	152.000	7.453.000

Chico Anísio Responds	Chico Anísio answered questions sent by the magazine’s readers.	1963
Conversation Break	This section was for readers’ letters, one of the spaces for the greatest interaction between the magazine and its audience. The magazine had a habit of always responding to its readers. The section lasted the longest in the magazine and carried through all phases until the last issue of Intervalo.	1963, 1964, 1965, 1966, 1967, 1968, 1969, 1970, 1971, 1972
Musical Almanac	This section referenced an action carried out by the magazine on the creation of the Musical Almanac, a mini-notebook with information about a singer. There were 12 editions, one per week, always with a different artist.	1968
Interview your idol	In this section, the Intervalo reader was put in the journalist’s shoes and could interview his idol. An excellent tactic for interacting and bringing readers/viewers closer to the magazine, but also behind the scenes of news and television	1968, 1969
Idol’s gift	This section reflected an action carried out by Intervalo magazine, together with some TV personalities, which aimed to present readers with items characteristic of celebrities. This possibly generated engagement and great public participation.	1969
Reader’s opinion	Similar to the “Conversation Break” section, this section featured opinionated letters from readers. The main difference is that there was no dialogue/conversation between the magazine and the reader in this section.	1969, 1970
Maysa - Bummed out corner	Playing with the world of Bossa Nova and Fossa music, this section, named after the singer Maysa, provided advice for readers suffering or disillusioned with love.	1970
Cup blunders	Sports section, created for the 1970 World Cup.	Nº378 a Nº416 - 1970
Readers’ Letters	Despite having different names, it is believed that both “Readers’ Letter” and “Readers’ Opinion” brought letters from readers with a more opinionated character without a dialogue between the magazine and the reader.	1970, 1971
Sentimental SOS	The column was signed by Zsu-Zsu Vieira and provided advice for complaints and questions from readers experiencing love problems.	1971
Rudy and Nalva	This section was divided into three subsections, all authored by Rudy and Nalva: 1) Dreams, 2) Graphology, and 3) Psychogram. The first brought the interpretation of the readers’ dreams; the second brought interpretations of drawings made by the readers, and the third, the interpretation of the readers’ lyrics.	1971
Sunday Reporters	It was a section that gave the reporter’s place to Intervalo readers. The section encouraged readers to send photographs to appear in this section: “Keep trying: there is always a tender, curious or dramatic scene that deserves to be photographed.”	1971, 1972
Our problems	Column signed by Lucita Bicudo. She brought advice for problems sent by the magazine’s readers.	1971, 1972

[1] Talita Souza Magnolo

Substitute Professor at the Faculty of Communication at the Federal University of Juiz de Fora. Ph.D. from the Postgraduate Program in Communication at the Federal University of Juiz de Fora, in the line “Media Competence, Aesthetics, and Temporality.” International Visiting Research Fellow at Brown University, in Providence, United States, in the History department, under the guidance of Professor James N. Green. Coordinator of the José Marques de Melo Award from Rede Alcar (2023-2027). Postgraduate from the Federal University of Juiz de Fora in 2014, on the MBA course in Marketing and Business. Graduated in Social Communication, specializing in Advertising from the Juiz de Fora Higher Education Center in 2012. Vice-leader of the Research Group (CNPQ) “Communication, City and Memory.” Email: talita.magnolo@yahoo.com.br.

Brasil

Brasil

Television memory on the pages of Intervalo magazine: relations with the reader and the new TV culture of the 1960s and 1970s in Brazil

Abstract