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Universidade Federal Do Rio Grande Do Sul Faculdade De Educação Programa De Pós-Graduação Em Educação Linha De Pesquisa: Estudos Culturais Em Educação

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Universidade Federal Do Rio Grande Do Sul Faculdade De Educação Programa De Pós-Graduação Em Educação Linha De Pesquisa: Estudos Culturais Em Educação 1 UNIVERSIDADE FEDERAL DO RIO GRANDE DO SUL FACULDADE DE EDUCAÇÃO PROGRAMA DE PÓS-GRADUAÇÃO EM EDUCAÇÃO LINHA DE PESQUISA: ESTUDOS CULTURAIS EM EDUCAÇÃO EDUCAÇAO E MÍDIA NA CULTURA SUL-RIO-GRANDENSE: UM ESTUDO SOBRE A FEIRA DO LIVRO DE PORTO ALEGRE Gisele Massola Porto Alegre 2015 2 Gisele Massola EDUCAÇAO E MÍDIA NA CULTURA SUL-RIO-GRANDENSE: UM ESTUDO SOBRE A FEIRA DO LIVRO DE PORTO ALEGRE Tese apresentada ao Programa de Pós- Graduação em Educação da Universidade Federal do Rio Grande do Sul (FACED/PPGEDU/UFRGS) como requisito parcial para a obtenção do título de Doutora em Educação. Orientadora: Professora Dra. Maria Lúcia Castagna Wortmann Porto Alegre 2015 3 4 O espetáculo não é um conjunto de imagens, mas uma relação social entre pessoas, mediada por imagens. (Guy Debord) 5 Ao meu filho, Gustavo, razão pela qual desistir passou a não fazer parte de minhas escolhas e possibilidades. Aos meus pais, Antônio e Jamiles, e ao meu irmão, Jaune, pelo “porto seguro” nos momentos de tormenta. 6 AGRADECIMENTOS Certamente, ao longo destes últimos anos, muitos nomes poderiam ser aqui listados, estando diretamente associados ao rol de pessoas e de instituições/coordenações/grupos em que estive inserida e que, de certo modo, contribuíram de muitas formas para que esse momento, tão significativo para mim, se tornasse algo concreto. Por isso, deixo desde já a todo(a)s os meus sinceros agradecimentos. Entretanto, não poderia deixar de fazer alguns agradecimentos pontuais a pessoas que colaboraram mais diretamente, não apenas para a construção de meus aprendizados, mas, mais do que isso, para a condução desta tese. Agradeço imensamente à minha querida orientadora, a professora doutora Maria Lúcia Castagna Wortmann, uma pessoa que admiro muito por seu modo incansável de fazer-se presente, sua sabedoria, dedicação, atenção, incentivo, aprendizado, confiança, “puxões de orelhas” e pelo companheirismo com que me conduziu até aqui. À professora doutora Rosa Maria Hessel Silveira, pelas preciosas e valorosas contribuições à minha trajetória acadêmica, iniciando pelo mestrado e passando pelo doutorado e por várias ocasiões, em distintos lugares (Itajaí, Canoas, Porto Alegre, Florianópolis e Campinas), em que tive o privilégio de encontrá-la e sempre aprender mais. À professora doutora Cristianne Famer Rocha, pela atenção e dedicação desde as primeiras leituras de meus textos, ainda nas disciplinas do mestrado, demonstrando preocupações e apontamentos para aproximar- me cada vez mais das discussões pertinentes à perspectiva teórica à qual estou vinculada. À professora doutora Daniela Ripoll, professora e pesquisadora que também me acompanha desde o mestrado, por quem tenho um enorme apreço e admiração pela simplicidade, originalidade e dedicação nos trabalhos e produções que vem desenvolvendo. Ao professor doutor Edgar Roberto Kirchof, pelo exame cuidadoso e detalhado na leitura do projeto de tese, fazendo-se imprescindível nas importantes indicações e caminhos sugeridos. À professora doutora Iara Tatiana Bonin, orientadora de mestrado, amiga, companheira, incentivadora, inspiração, “mãe” – a primeira que me acolheu, aceitou o desafio e constitui-me estudante/pesquisadora, fazendo- me acreditar que seria possível chegar tão longe. 7 À s colegas do grupo de orientação – Cláudia, Luciana, Marcilene e Tatiana – (e de meu grupo “coirmão” – Andrea, Bruna, Isabel, Marta e Sandra), pelos momentos compartilhados nas calorosas discussões, pelas palavras de incentivo e sugestões nas leituras atentas do texto. Às jovens garotas Solana e Juliana, que gentilmente e com muita paciência concederam parte de suas agendas para estarem ao meu lado, auxiliando-me em momentos de estudo de idiomas e nos retoques finais do layout deste texto. Às minhas queridas colegas de trabalho Ellen e Lisandra, pela paciência, companheirismo e parceria, permitindo que nossa convivência tornasse minhas inquietações motivações para boas gargalhadas. À minha família, pela compreensão e paciência nos muitos momentos em que não pude estar presente. Ao Programa de Pós-Graduação em Educação desta Universidade, pela atenção dispensada nas inúmeras vezes em que precisei recorrer aos auxílios e tramitações da vida acadêmica. A todos vocês, muito obrigada! 8 RESUMO Nesta tese, examina-se um complexo evento cultural – a Feira do Livro de Porto Alegre/RS –, realizado anual e ininterruptamente desde 1955 sob a chancela da Câmara Rio-Grandense do Livro, em parceria com o Ministério da Cultura e a Prefeitura Municipal de Porto Alegre (RS), reunindo atividades culturais de distintas ordens e mobilizando muitas práticas que delineiam identidades culturais para a cidade e para a própria Feira e seus participantes. É possível afirmar que o evento se encontra em expansão, tanto no que se refere ao espaço físico que ocupa, quanto ao que diz respeito ao número de participantes, ao qual se somam os patrocinadores, organizadores, administradores, escritores, livreiros e mídias, que, além de divulgá-lo, reiteram, por meio dele, seus compromissos com a cultura sul- rio-grandense. Muitas são as representações colocadas em circulação na Feira, que definem, posicionam e ensinam, aos sujeitos e às instituições locais, modos de integrar-se à cultura regional. Ao lado dessa configuração mais regionalista, institucionalizam-se na Feira, cada vez com mais intensidade, práticas de internacionalização voltadas a conectar esse evento da cultura gaúcha a outros em desenvolvimento na América Latina e em outros continentes. O estudo focaliza estratégias discursivas e representações associadas à produção/gestão/invenção desse evento cultural veiculadas no encarte Caderno da Feira – suplemento que circula diariamente durante a realização da Feira no jornal gaúcho Zero Hora, o qual integra o conjunto de artefatos comunicacionais do Grupo RBS. Considerou- se que tanto a Feira quanto o encarte e o jornal a que está vinculado operam como pedagogias culturais. O corpus da pesquisa abarca um acervo ampliado de 153 exemplares, do qual foram examinadas 85 edições publicadas e divulgadas nos meses de outubro/novembro, quando ocorre a Feira, dos anos de 2005 a 2013. Foram também examinados exemplares do jornal Zero Hora das décadas de 1960, 1970, 1980 e 1990 por conterem informações importantes sobre esse evento. Foram ainda examinadas seções, manchetes de capa e reportagens, incluindo as imagens nelas apresentadas, bem como notas informativas. O estudo inspira-se nos Estudos Culturais e vale-se de teorizações de autores, tais como Albuquerque Jr. (2012), Canclini (2007), Debord (1997), Fischer (2012), Freitas (2007), Hall (1997a; 2005), Kellner (2006), Sarlo (1998), Silva (2012), Silveira (2000), Yúdice (2006), Woodward (2012) e Wortmann (2010), dentre outros. As análises evidenciam as múltiplas funções do evento: nele, comemora-se o “livro”, promove-se a sua venda, destacam-se autores e autoras, divulga-se a importância da leitura, mas igualmente propagandeiam-se seus promotores, patrocinadores e gestores, além de essa festa do livro ser associada a muitos outros eventos culturais da cidade, 9 entre os quais, estão a Bienal do Mercosul, mostras e exibições fotográficas, oficinas de criação literária, palestras, apresentações de grupos musicais diversos, etc. Tudo isso transforma o evento em um espetáculo cultural múltiplo que se tornou central à vida da cidade, não apenas durante sua realização. O estudo também aponta para a forma como, especialmente a partir da figura do patrono, são destacadas diferentes facetas da cultura sul- rio-grandense, que incluíam desde um culto ao gauchismo até a configuração de uma regionalidade mais ampliada, urbana e vinculada a cânones literários. Palavras-chave: Estudos Culturais; Feira do Livro de Porto Alegre (RS); Cultura; Mídia; Espetáculo; Identidade; Regionalidade. 10 ABSTRACT This thesis examines a complex cultural event, the Porto Alegre Book Fair, which has been annually held since 1955 under the auspices of Rio Grande do Sul Chamber of Literature in a partnership with the Ministry of Culture and Porto Alegre City Hall. The Fair comprises different kinds of cultural activities and involves several practices which have delineated cultural identities to the city, the Fair itself and its participants. It is possible to state that the event has been expanded in terms of physical space, number of participants, sponsors, organizers, managers, writers, booksellers and media, which besides publicizing the Fair, reinsure its commitment to sul- rio-grandense culture. A number of representations have been spread by the Fair and defined, positioned and taught people and local institutions ways of integrating the local culture. Together with this regionalist configuration, internationalizing practices have been more intensively institutionalized by the Fair with the aim of connecting this gaucho culture event to other events occurring in Latin America and in other continents as well. The study is focused on discursive strategies and representations associated with the production/management/creation of this cultural event as conveyed by Caderno da Feira, a supplement of the gaucho newspaper Zero Hora which is daily published along the days in which the Fair is held. This newspaper is one of the communication artifacts owned by Grupo RBS. The Fair, the supplement and the newspaper have been regarded as cultural pedagogies. The research corpus comprehended a large collection of 153 issues, out of which 85 issues published in October and November from 2005 to 2013 were examined. Issues of Zero Hora
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