Thinking about the innovation of public communication in the strict sense

paths and challenges of the Brazilian case

Abstract

The interview with Joseti Marques presents a critical and in-depth analysis of the structural, political, and epistemological challenges within the broad field of “public communication” in Brazil. Drawing on her professional trajectory and extensive experience at the Ombudsman’s Office of the Empresa Brasil de Comunicação (EBC), Marques discusses the tensions between public, state, and private communication, questioning the adoption of the concept of “Public Service Media” in the Brazilian context. She highlights key weaknesses such as governmental interference, the absence of a distinctive discursive model, and the difficulty in consolidating an autonomous institutional identity. At the same time, she points to innovation, social participation, and collaboration with universities as essential paths for strengthening the sector. The interview also emphasizes the importance of understanding contemporary phenomena, such as disinformation, through complex approaches, arguing that public media can play a strategic role in promoting democracy, citizenship, and critical thinking.