Leitorado-eleitorado:

Análise da cobertura noticiosa e das preferências políticas dos leitores-eleitores de um jornal de prestígio, um jornal popular e um jornal ultrapopular do Rio de Janeiro1

Abstract

This article aims to relate the changes in the economic landscape of journalism to the political process itself. We will do this through two distinct moments: first, by establishing relations between the political preferences of newspaper readers in Rio de Janeiro and their reading habits; then evaluating the political coverage of newspapers through a frame analysis. Using Sparks' (2000) model of tabloidization as a starting point, we sought to develop a matrix that evaluates the news coverage of three newspapers from Rio de Janeiro: O Globo, Extra, and Meia Hora. More than two thousand headlines and first page summary texts from these newspapers were analyzed in the period between July and October 2014, corresponding to the period of electoral propaganda, as defined by the Superior Electoral Court. The next step was to relate these categories back to the readers' profile of the newspapers analyzed and their political preferences.