“Ilustres desconhecidas”: a representatividade das micro e pequenas empresas no jornalismo econômico local
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Data
2019-08-22
Autores
Silva, Gabriele Rodrigues Alves da
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Universidade Estadual Paulista (Unesp)
Resumo
Esta pesquisa disserta sobre o tema da representatividade das micro e pequenas empresas (MPEs) no jornalismo econômico local. Parte-se do reconhecimento de que essas organizações apresentam um potencial articulador significante entre bens e serviços e a população, colaboram com a arrecadação de impostos fundamentais à manutenção de direitos básicos dos cidadãos como saúde, segurança pública e educação, apresentam-se como motores da geração de emprego e renda, amortecem efeitos de crises econômicas e, no Brasil, são a maioria entre as empresas privadas não agrícolas, somando 99% dos negócios no segmento. Quando se observa sua participação no âmbito local, elas são capazes de se conectarem mais facilmente com as condições socioeconômicas da região e tem uma orientação para o mercado de trabalho local que permite posicioná-las como verdadeiras incentivadoras do desenvolvimento local. Ao mesmo tempo, visualiza-se no jornalismo local do interior paulista a função de representante da comunicação pública que reforça a proximidade entre o município e os cidadãos, sendo capaz de integrar-se ao funcionamento e tomada de decisões de outras instituições como as micro e pequenas empresas e comprometer-se com o desenvolvimento local ampliando o acesso das pessoas às oportunidades que afetem suas vidas. Contudo, parte-se da questão direcionadora de que apesar de serem maioria entre os negócios privados no país e indicarem relevante participação na economia brasileira e na economia local, haveria ainda um desconhecimento sobre as MPEs perpetuado no discurso jornalístico local. Desta maneira, o objetivo geral desta pesquisa é analisar a representatividade das micro e pequenas empresas no discurso econômico do jornalismo local, especificamente no Jornal da Cidade de Bauru, do interior do estado de São Paulo. A escolha da editoria de economia é fundamentada por uma pesquisa do Sebrae (2013) que descreve que, entre os micro e pequenos empreendedores paulistas que escolhem ler o jornal impresso, o caderno de economia é procurado por 68% deles para se informar sobre seus negócios. Propõe-se ainda refletir sobre as teorias do desenvolvimento no Brasil, apresentar a expressividade da participação das micro e pequenas empresas na economia brasileira e no interior paulista; discutir sobre a cobertura feita pela mídia local e compreender como o jornalismo econômico impresso local representa as pequenas organizações. Para alcançar esses objetivos, divide-se os princípios metodológicos em três etapas: a primeira que contempla a pesquisa bibliográfica; a segunda composta pela pesquisa documental que coletou 90 notícias de capa dos cadernos de economia do Jornal da Cidade, por um período de 18 meses, além da entrevista semiestruturada com representantes do jornal; e a terceira que abrange a análise do material coletado de forma quantitativa e qualitativa à luz da Análise de Conteúdo proposta por Laurence Bardin (2009). Os resultados apontam que o percurso histórico das MPEs quando associado às políticas de desenvolvimento, sobretudo em países subdesenvolvidos, distancia a importância desses empreendimentos do interesse público. Isso reflete, inclusive, na cobertura jornalística de economia e negócios local que privilegia mais as pautas com enfoque às grandes empresas. Vê-se pouco conhecimento jornalístico a respeito do que são e do que fazem as MPEs, conduzindo à interpretação que sejam, no discurso jornalístico, “ilustres desconhecidas” e pouco representadas. Considera-se que há nesta pesquisa um potencial que a diferencia à medida que apresenta reflexões e relações sobre desenvolvimento local, micro e pequena empresa e jornalismo pouco frequentes nos estudos em Comunicação no Brasil.
This dissertation discusses the theme of the representativeness of small business in local economic journalism. These organizations have an important part in articulating potential because they connect services and the population; they collaborate with the collection of fundamental taxes for the maintenance of basic rights of the citizens like health, public security and education, they are engines of the generation of job and income, it cushions the effects of economic crises and, in Brazil, they are the majority among the private companies, accounting for 99% of business in the segment. When their participation at the local level is observed, they are able to connect more easily with the socioeconomic conditions of the region and they have an importance for the local labor market that allows them to put themselves as true drivers of local development. At the same time, local journalism in the countryside of São Paulo is seen as the representation of public communication that reinforces the proximity between the municipality and the citizens, determine the functioning and decision-making of other institutions like the small businesses and commit with local development by expanding people's access to opportunities that affect their lives. However, it starts from the guiding question that despite being a majority among private businesses in the country and indicating relevant participation in the Brazilian economy and the local economy, there would still be a lack of knowledge about small businesses including coverage of local journalists. Thus, the general objective of this research is to analyze the representativeness of micro and small companies in the economic discourse of local journalism, specifically in "Jornal da Cidade de Bauru", in the countryside of the state of São Paulo. The choice of economics section is based on a research by Sebrae (2013) that describes that 68% of small business owners in the countryside of the state of São Paulo choose economics section when they read the newspaper. The research also aims to: reflect on development theories in Brazil; present the expressiveness of the participation of micro and small companies in the Brazilian economy and in the countryside of São Paulo; discuss local media coverage and understand how local print economic journalism represents small businesses. To achieve these objectives, the methodology has three stages: the first one that contemplates bibliographic research; the second is comprised the documentary research that collected 90 cover news from the Jornal da Cidade de Bauru for a period of 18 months with a semi-structured interview with journalists; and the third about the analysis of the collected material quantitatively and qualitatively under the light of the Content Analysis proposed by Laurence Bardin (2009). The results show that the history of small businesses in Brazil when associated with development policies, especially in underdeveloped countries, distances the importance of these enterprises in the public interest. This also reflects in the journalistic coverage of local economy and businesses, which focuses more on large companies. There is little journalistic knowledge about what small businesses are and what they do, leading to the interpretation that they are, in journalistic discourse, “unknown” and little represented. It is considered that there is a potential in this research that differentiates it because it presents reflections and relationships about local development, small businesses and journalism, uncommon in studies in Communication in Brazil.
This dissertation discusses the theme of the representativeness of small business in local economic journalism. These organizations have an important part in articulating potential because they connect services and the population; they collaborate with the collection of fundamental taxes for the maintenance of basic rights of the citizens like health, public security and education, they are engines of the generation of job and income, it cushions the effects of economic crises and, in Brazil, they are the majority among the private companies, accounting for 99% of business in the segment. When their participation at the local level is observed, they are able to connect more easily with the socioeconomic conditions of the region and they have an importance for the local labor market that allows them to put themselves as true drivers of local development. At the same time, local journalism in the countryside of São Paulo is seen as the representation of public communication that reinforces the proximity between the municipality and the citizens, determine the functioning and decision-making of other institutions like the small businesses and commit with local development by expanding people's access to opportunities that affect their lives. However, it starts from the guiding question that despite being a majority among private businesses in the country and indicating relevant participation in the Brazilian economy and the local economy, there would still be a lack of knowledge about small businesses including coverage of local journalists. Thus, the general objective of this research is to analyze the representativeness of micro and small companies in the economic discourse of local journalism, specifically in "Jornal da Cidade de Bauru", in the countryside of the state of São Paulo. The choice of economics section is based on a research by Sebrae (2013) that describes that 68% of small business owners in the countryside of the state of São Paulo choose economics section when they read the newspaper. The research also aims to: reflect on development theories in Brazil; present the expressiveness of the participation of micro and small companies in the Brazilian economy and in the countryside of São Paulo; discuss local media coverage and understand how local print economic journalism represents small businesses. To achieve these objectives, the methodology has three stages: the first one that contemplates bibliographic research; the second is comprised the documentary research that collected 90 cover news from the Jornal da Cidade de Bauru for a period of 18 months with a semi-structured interview with journalists; and the third about the analysis of the collected material quantitatively and qualitatively under the light of the Content Analysis proposed by Laurence Bardin (2009). The results show that the history of small businesses in Brazil when associated with development policies, especially in underdeveloped countries, distances the importance of these enterprises in the public interest. This also reflects in the journalistic coverage of local economy and businesses, which focuses more on large companies. There is little journalistic knowledge about what small businesses are and what they do, leading to the interpretation that they are, in journalistic discourse, “unknown” and little represented. It is considered that there is a potential in this research that differentiates it because it presents reflections and relationships about local development, small businesses and journalism, uncommon in studies in Communication in Brazil.
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Palavras-chave
Micro e pequena empresa, Desenvolvimento local, Representatividade, Jornalismo local, Jornalismo econômico, Small business, Local development, Representativeness, Local journalism, Economic journalism