1. Artigo
Maria das Graças Targino
Cristiane Portela de Carvalho
CHRISTMAS IMAGES IN THE MEDIA IN
NORTHEASTERN
BRAZIL: THE CASE OF THE STATE OF PIAUÍ

2. Maria das Graças TARGINO
CHRISTMAS IMAGES IN THE MEDIA IN NORTHEASTERN
BRAZIL: THE CASE OF THE STATE OF PIAUÍ
Maria das Graças TARGINO
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 targino@mnnet.com.br

3. Maria das Graças TARGINO
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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4. Maria das Graças TARGINO
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 Melo 1
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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5. Maria das Graças TARGINO
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
Founded
Publisher
Owner
Executive editor
Editorial secretary
Kind of publication
Circulation – Daily
Circulation – Sunday
Circulation area
Paper format
Printed area
Printed in
Inserts: daily – four
Inserts: periodicals – none
Supplements: weekly – 11
Supplements: fortnightly – 1
Supplements
MEIO NORTE
January 1, 1995
Meio Norte Gráfica Editora
Paulo Delfino Fonseca Guimarães
Fenelon Rocha
Arimatéa Carvalho
daily, Monday through Sunday
12.000 copies
15.000 copies
almost all the 148 municipal districts of the State of Piauí, as well as
some areas in the East of the neighboring Maranhão State
standard (33 cms. X 53 cms.)
1.749 cms 2
black and colored
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)
----------------------------------------------------------------------------------average number of pages – 8
average number of pages – 8
Monday
Business
Tuesday
Tourism
Wednesday
Computers
Thursday
For Teens
Friday
Subscribers’ Club (bi-weekly)
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6. Maria das Graças TARGINO
Weekends
Autos & Co.
Woman
Family
Housing
Infants
TV
Saturday
Sunday
Complete address: Av. Frei Serafim, No. 2648
Ilhotas
64001-500 Teresina – PI, Brazil.
Phone: (086)-223-1414
Fax: (086)-223-1504
e-mail: jmn@mnnet.com.br
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 c
arried
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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7. Maria das Graças TARGINO
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 “ because it gives a daily or weekly coverage to “ kind
x”
y”
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 “ amalgamation of
an
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8. Maria das Graças TARGINO
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, a extending it throughout the year.” (A CHRISTMAS
nd
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 Paulo 1 , 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 f r social justice.
o
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
14

16. Maria das Graças TARGINO
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,
15

17. Maria das Graças TARGINO
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 greybearded 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. I an article from another perspective published in the City Rounds
n
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).
16

18. Maria das Graças TARGINO
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
17

19. Maria das Graças TARGINO
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 CardinalArchbishop 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.
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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
19

21. Maria das Graças TARGINO
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
20

22. Maria das Graças TARGINO
(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.
21

23. Maria das Graças TARGINO
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
22

24. Maria das Graças TARGINO
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.
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25. Maria das Graças TARGINO
•
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
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26. Maria das Graças TARGINO
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
D AY S
Communication
categories
15
16
N
Journalism
%
N
17
%
N
18
%
N
19
%
N
20
%
N
21
%
N
subtotal
%
N
%
7
Publicity
20,00
8
44,44
13
33,33
5
20,00
22
45,83
16
35,56
10
24,39
81
32,27
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
D AY S
Communication
categories
22
23
N
%
N
24
%
N
25
%
N
26
%
N
27
%
N
28
%
N
subtotal
%
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
56
100,00
22
100,00
61
100,00
64
100,00
48
100,00
27
100,00
32
100,00
310
100,00
Total
1.3 Summary of the number of materials – December 15-28, 1996
Communication
1st week
2nd week
TOTAL
N
N
N
categories
Journalism
%
%
%
81
32,27
125
40,32
206
36,72
140
55,77
165
53,23
305
54,37
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
Publicity
Instruction
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27. Maria das Graças TARGINO
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
D A Y S
categories
15
cm/col.
Journalism
Publicity
16
%
cm/col.
17
%
cm/col.
18
%
cm/col.
19
%
cm/col.
20
%
cm/col.
137,60
7,83
770,60
64,48
444,40
31,07
126,60
17,63 1.016,00
55,89
146,20
38,15 1.083,80
21
%
cm/col.
11,80
subtotal
%
cm/col.
%
485,90
29,53
3.127,30
31,90
87,49 1.157,50
1.238,80
70,53
335,90
28,10
971,60
67,94
579,50
80,69
693,60
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
D A Y S
categories
22
cm/col.
Journalism
Publicity
23
%
cm/col.
24
%
cm/col.
25
%
cm/col.
26
%
cm/col.
27
%
cm/col.
28
%
cm/col.
subtotal
%
cm/col.
%
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
45,37 1.102,30
52,15 1.026,70
1.796,10
53,04
518,80
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
1st week
2nd week
TOTAL
categories
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
26
11.630 100,00
21.432 100,00

28. Maria das Graças TARGINO
ILUSTRAÇÃO OPTATIVA
(Meio Norte, First Booklet: 1, Dec. 25, 1996).
27