ABSTRACT This paper presents an innovative cross-country analysis focused on the cultural coverage of two countries that have been connected since the colonial period, Brazil and Portugal. Aiming to map editorial patterns (sources, news values, cultural sectors, and people featured) and uncover stereotypes, we selected two reputable newspapers, the Brazilian Folha de S.Paulo and the Portuguese Público. A content analysis was performed on a sample of 1.118 news articles. Both media outlets present an elitist, western-centric, and scholarly notion of culture. We observed asymmetrical trends between the Brazilian and the Portuguese cultural coverage.

RESUMEN Este artículo presenta un innovador análisis transversal centrado en la cobertura cultural de dos países que han estado conectados desde la época colonial, Brasil y Portugal. Con el objetivo de mapear patrones editoriales (fuentes, valores noticiosos, sectores culturales y personas destacadas) y descubrir estereotipos, seleccionamos dos periódicos de renombre, el brasileño Folha de S.Paulo y el portugués Público. Se realizó un análisis de contenido sobre una muestra de 1.118 artículos periodísticos. Ambos medios de comunicación presentan una noción de cultura elitista, centrada en Occidente y académica. Observamos tendencias asimétricas entre la cobertura cultural brasileña y portuguesa.

RESUMO Este artigo apresenta uma análise em perspectiva cruzada focada na cobertura cultural de dois países com relações iniciadas no período colonial, Brasil e Portugal. Com o objetivo de mapear padrões editoriais (fontes, valores-notícia, setores culturais e pessoas em destaque) e identificar estereótipos, selecionamos dois jornais de referência, o brasileiro Folha de S.Paulo e o português Público. Para tal, realizamos uma análise de conteúdo em uma amostra de 1.118 peças. Os dois jornais apresentam uma noção de cultura elitista, centrada no ocidente e de viés acadêmico. Observamos, também, tendências assimétricas entre a cobertura cultural brasileira e portuguesa.

In the last ten years, the configuration of cultural journalism, regarding editorial and business models, has undergone profound changes. Nowadays, it cannot be separable from the context of cultural and creative industries, which requires a redefinition and expansion of the field, reinforcing its complexity, broadness and heterogeneity (Rivera, 2003). The emergence of more consumer-driven formats within journalism broadly speaking (Fürsich, 2012) is thus transforming cultural journalism into a continuum between culture, lifestyle and consumption (Kristensen, 2010), challenging existing definitions of cultural journalism as a distinct journalistic object (Kristensen & From, 2012). In this article, we intended to verify whether the identified trends are present in the Portuguese press media environment, using a newsmagazine (Visão) and its supplement (Visão Sete) as a case study. Combining quantitative (content analysis) and qualitative methodological approaches (interviews and discourse analysis), we stated that while Visão Sete is the clear example of the contemporary approach to culture as a service and a consumer good related to lifestyle, the culture section of the newsmagazine conveys a classic (and somewhat reductive) approach to culture, primarily related to artistic manifestations - which lead us to infer that nowadays newspapers and magazines are still looking for its position regarding cultural journalism.