Where does the magazine finish and the reader start? Or, where does the reader start and the magazine finish?

Ldice Salgot (Editora Globo) and Jaime Troiano (Consumer Strategies),
Brazil

INTRODUCTION

Traditionally there have been many indications that mass media feed on their public's expectations and perceptions. In fact, a considerable part of editorial projects are structured based on inputs offered by their prospective market, be it through surveys or through the experience of professionals working in this area.

On the other hand, we also know that the opposite is equally true. That is to say, consumer values and attitudes are shaped, to a considerable extent, by the nature of the media content they are exposed to.

Though this relationship of reciprocity between consumers and the media is accepted by many of us, and makes strong intuitive sense, very little empirical evidence has been found on how this relationship effectively occurs.