O Kitsch e a Revista Veja

Abstract

In this work, we aim to examine the possible use of Kitsch as a contrivance of language applied to the covers of the Veja magazine's graphical construction and its relations with the construction of their meanings. The research takes place in a sample of four covers of the publication, one semester of each of the years of 2010 and 2011. In these cases, we can observe which is the presence of Kitsch and how It can become perceived by the readers, therefore understanding its role in this type of publication, giving the covers a possible interpretation. This discussion is important because it gives the Kitsch its proper value in the construction of meanings, both in moments of creation and in the interpretation. From the concepts of Stuart Hall on encoding and decoding, we use the methodology proposed by Martine Joly to give a possible interpretation to the covers. Then, relating it to the use of Kitsch in its composition, as shown by Abraham Moles. Although the Kitsch is considered by some as a superfluous or distasteful style, we see that it has relevant functions in the composition of a graphic piece and can serve as an effective strategy used by vehicles of mass communication to reach the general public, being able to influence new social activities.