Mídias radicais e a utilização do Culture Jamming: quebrando as barreiras construídas pelos veículos hegemônicos

This monograph aims to analyze the ability of the radical media to lead journalistic productions performed by O Globo during debates of the event Rio +20. The concentration of the major means of communication in the minor part of the population consolidates what can be called by hegemonic media. These media are primarily responsible for controlling the content viewed by a large portion of the population. Aiming a true plurality of information the alternative media day-by-day is looking for a bigger space within the communication market. Thus, the hegemonic media use capable tools to interfere in editorial policies consolidated by corporative media. One of those possible tools is the Culture Jamming, an activist action that interferes in a variety of marketing branches of communication. Therefore, having in its basis theorists such as John Downing and Perseu Abramo this study analyzed the journalistic content produced by the newspaper O Globo between the days 13 to 22 of June, in which the Rio +20 activities were held